Mars Brand Guidelines
Mars
Suppor t System
33
the academy of art university, san francisco.
c 2011
nadia izazi.
A l l r i g ht s re se rve d . Fi rs t p u b l i s h e d i n 2 0 11 by Na dia Iz az i. P r i nte d i n Sa n Fra nc i sc o. T h i s b ook u se d Moa b Kaye nt a 210 gsm paper. It wa s b o u nd , e d ge gi l d e d a nd also foil stamped by Me re n d a De si gn Book Bi nd i ng, Lagun a Hills.
Contents t.o.c
On c e upo n a t ime Th e U n i q u e Tal e o f M a rs O ur B egi n n i n g Th e O t h e r G u ys
1.2 1.4 1.6
w e l c o me t o ma r s Th e H o r izo n tal a n d Ve r t i cal Ve rs ion M a rk Yo u r Te r r i to r y. A S A P. Get t i n g to K n ow Us . . . B e t te r Avo i d a b l e D ra m a s
2.2 2.4 2.6 2.8
w h a t a c o l o r f u l p la c e ! Co l o rf u l Un i ve rs e Co l o rs VS . B l a c k a n d W h i te So m et i m e s B a c k g ro u n d D oe s Matte r M ayd ay, M ayd ay, D o No t L e t T his H appe n
3.2 3.4 3.6 3.8
l i v i n g on m a r s Th e L i fe On M a rs M eet Th e M a rs i a n s M a rs Ty p o g ra p hy M o re Sp r i n k l e s To M ake I t Tw ink le s
4.2 4.4 4.6 4.8
m a r s on Y O UR W O R D Th e Real Wo r l d a n d M a rs
5.2
Mars
Suppor t System
ch.
1
33
On c e up o n a ti m e Introduction
Mars
Int roduc tion
t h e mo st po pu l a r c ho co l ate in th e
u ni v ers e
1.2
The Unique Tale o f Mars the u.s.p
t h at i s u s . Mars is literally the most popular chocolate in the universe. W hat ’s ma k i n g i t so sp e ci al would p rob ab ly t h e fact t h at with a ver y a fforda ble pr ic e fo r eve r yo n e , Mars st i ll of fe rs i t s b e st q uali ty fo r ever yone. Not only that Ma rs wo u l d l ike to m ake sure t h at eve ryone i s p lea sed with our qua lity, we a l so a lways want to assure our consum e rs t h at t hey ca n plea se their sweet to o t h w i t h o u r candi e s re gardle ss of t h e locat i on that they a re c ur rently at . O u r ca n di e s a re sold eve rywh e re i n t h e world, ma king it a pproa c ha ble for eve r y b o d y, n o m atte r wh e re t h ey are .
Mars
Int roduc tion
o ld ie
t h i s wa s t h e m a i n s ta r o f m a r s .
Ho rrible? Yu p ! A nd this is exac tly w hy we are
rebran din g our current logo. Wait an d see u ntil yo u ge t to se e o u r m ain c harac te r.
1.4
Our Beginning the history
once upon a time,
t h e re was a m an nam e d Forrest Ma rs Jr. that dec ided to save t h e wo r l d by h i s candi e s. He st arte d wi t h a ver y sma ll ca ndy shop a nd eve n t h o u g h h e h ad to go t h roug h seve ral fai lure, never did he ever give up o n Ma rs. Now Mars k nows ch ocolate sale s are not hing to snic ker at . It ma kes su c h wo r l dw i de favouri te s as M& M’s, S ni cke rs, a nd the Ma rs ba r. O ther c o n fe c t i o n s i nclude 3 Muske te e rs, Dove , Mi lky Way, Skittles, a nd Twix. I t s p ro du c t s p ort foli o also b oast s S e e ds of C h ange orga nic food, the Klix a nd F l av i a b eve ra ge syste m s, Comb os and Kudos sna c ks, Unc le Ben’s r ic e, a nd p e t fo o d ma d e unde r t h e Pe di g re e , S h eb a , and W hiska s na mes. Ma rs owns t h e wo r l d ’s l a rge st ch ewi ng g um m ake r Wm . Wrigley Jr. Compa ny, a s well. T h e Ma rs fa m i ly, i ncludi ng si b li ngs and ch ai rm a n John Fra nklyn Ma rs, V P Ja c q u e l i n e B a dge r Mars, and form e r C E O Forre st Ma rs Jr. owns the highly se c re t i ve fi r m, m ak i ng t h e fam i ly one of t h e we althiest in the US.
Mars
Int roduc tion
The Other Guys the competitors
w e d o h av e c o m p e t i t o r s , s o m e s e r i o u s o n e s .
A lot of ca ndy stores c ome a n d go, b u t t he se ri ous one s wi ll st ay. Th e re are some ma jor c ompetitions b e twe e n o u r c om p any and t h e ot h e r com p any to c ompete in plea sing our c o n su me r ’s n e e ds of candi e s. We all sh ould k now by now how Hershey ’s a n d o u r c o mp any h ave b e e n com p e t i ng to ste al t he top position for the best ca n dy c o mp a ny. Wh at we we re t h i nk i ng ab out t hroughout rebra nding this c o mp a ny wa s b asi cally h ow to b e tot ally di f fe rent from other c ompa nies, a n d de fi n i te l y, He rsh ey ’s. It is definitely not easy to stand out amongst any other great candy c ompa nies, b u t w i t h o u r st rong wi ll and h ard work , we cam e to suc c eed in c reating our n ew i de nt i ty a nd b randi ng t h at wi ll re ally m ake us different from the others, a n d mo st i mp ort ant ly, b e tte r t h an t h e i rs.
1.6
vs
Mars
Suppor t System
ch.
2
33
w e lcome
to m a r s The Identity of Mars
Mars
Identity
2.2
The Horizontal Version t h i s i s t h e m a i n s ta r o f m a r s . We a re going to se e a lot of t h i s ve rsi on eve rywh e re we see Ma rs p roduct s, si nce i t was p i cke d to b e the logo that i s com m only use d for Mars com p any.
The Ver tical Version t h i s v e r s i o n i s a l s o o u r s ta r . It will come to help
us wh e n t h e h ori zont al ve rsi on doe s n’t look good i n som e of t h e ap p li cat i ons.
Mars
Identity
R
R
2.4
Mark Your Territory. ASAP. legal mark usage
t h i s u n i v e r s e h a s t o o m a n y c r e at u r e s t h at w i l l a lway s t r y t o s t e a l y o u r stuff.
T h e re fore , to p reve nt t h at f rom h ap p e ni ng to our identity, a lega l ma r k i s re q u i re d. On t h e le f t we could se e t h e usage of the Register ma r k on Ma rs i de nt i ty, b o t h i n t h e i r h ori zont al and ve rt i cal usage.
Mars
Identity
x-height
baseline
c l e a r s pa c e
min . height : 6 mm
2.6
Getting to Know Us... Better our integrity
just like any planets,
Mars also ne e ds som e sp ac e a pa r t from other things. This space has to remain true, and when the rule is broken, some crashes and bad t h i n gs w i l l de fi ni te ly h ap p e n. As b e i ng som eb ody who tr uly loves Ma rs, this re g u l at i o n sh o uld de fi ni te ly b e ke p t i n m i nd.
T h e n ew Ma rs i de nt i ty can act ually sh ri nk down p retty tiny to ma ke Ma rs even mo re a p p l i ca b le for m ore ap p li cat i on. E sp e ci ally t hat now the new a pplication syste m h a s b e e n m ore deve lop e d t h an eve r, Mars logo is rea dy to go to be a pplied a ny t i me a n d anywh e re , by anyone wh o re ally k nows Ma rs.
Mars
Identity
Avoidable Dramas the wrong usages
p e o p l e s ay t h at t h e r e ’ s n o g o o d s t o r y w i t h o u t a n y c o n f l i c t s . In Ma rs t h o u g h , t h e c o ndi t i on i s not re ally si m i lar, i n fact , it is a lot different . This is a p l a c e w h e re p e op le fi nd t h e i r h ap p i ne ss, and we a re here to ser ve ha ppiness to eve r yo n e . For t h i s re ason, we h ave to ke e p our promise to stay away from a ny c o n f l i c t s t h at could cause any dram as, by avoiding to use a ll of these u n a c c e p t a b l e usage s of our m arks.
We d o n o t wa nt our m arks to b e rui ne d. We do not wa nt them to look a bsurd o r u g l y. We wa nt t h e m to p e rform as t h e i r b e st condition a nd therefore we sh a l l n o t da re to p lay around wi t h t h e m arks, b e ca use there is a lways a r ule to fo l l ow to kee p Mars a h ap py p lace for eve ryb ody in the universe.
2.8
A .1
A. 2
A .3
A. 4
A .5
A. 6
A .7
A. 8
A.1 Do n o t c h a n g e t h e t y p e to caps A. 2 Do no t dis tor t the type m a r k A .3 Do n o t ch a n ge th e co l o r o f t h e m a r k A . 4 D o n o t chang e the type mark into outlin e A .5 Do n o t ch a n ge th e logo m a r k to g ra d i e n t A . 6 D o n o t c h ange the type mark into italic.
Mars
Suppor t System
ch.
3
33
what a
c o l o r fu l
p la ce! Color Usages
Mars
Color Usages
p m s : 2 69 5 c m y k : 97, 100, 25, 35 r g b : 37 , 8 , 88
3.2
p m s : 325 c m y k : 57 , 0 , 2 2 , 0 r g b : 97,199,204
p m s : 809 c m y k : 12, 0, 94, 0 r g b : 2 3 4 , 2 3 2 , 39
p m s : 429 c m y k : 36,2 8 , 2 7 , 0 r g b : 167,169 , 1 7 2
p m s : 7510 c m y k : 21, 47, 100, 3 r g b : 199, 139, 43
Colorful Universe t h e c o l o r pa l e t t e
Mars
Color Usages
B .1
B.2
B .3
B.4
3.4
Colors VS. Black and White the color ver sions
a good identity would not depend itself on a color.
Not only that we k n ow a b o u t t h at , we also k now h ow i m p ossi b le i t is to a pply a logo by using o n ly o ne c ho i c e of color. Th e re fore we h ave several color c hoic es that we picked f ro m o u r c o l o r p ale tte . To t h e le f t t h e re are four ma in ways that our identity i s c o l o re d . A l l of t h e m could b e e q ually ap p li e d to a nything that will fit their c o l o r t h e b e st . Our m ark i s f lex i b le , so t h at we could keep its good look.
B .1 Thi s i s t h e c o m m o n u sag e , e s pe cially for plain and lig ht co lor ba ckgrou n d B.2 & B.3 Th is cou ld be used for several occasions. More explanations on the next page. B4 This is used when applications o r t h e m a r k j u s t c a n n o t be printe d or publis he d in color.
Mars
Color Usages
Sometimes Background Does Matter the background usage
i t r e a l ly i s n o t t h at w e wa n t t o d i s c r i m i n at e .
We rea lly do like c olors, b u t we j u st k now wh at i s work i ng and wh at i s not . Textured ba c kground c ould a l so h ave a ve ry b i g i m p act on our i de nt i ty, and t hat’s why we ca n’t just a pply Ma rs i de nt i ty on any random p lace s. We just always have to ma ke sure that t h e c l a r i ty o f our m ark would b e le g i b le for eve ry body. O n the next pa ge a re so me sa mp l e s on wh i ch color and text ure t h at would wor k well with our ma r ks. T h e b a c kg ro u nd colors are p re fe rab ly colors f rom our pa lette.
3.6
C.1
C.2
C.3
C.4
C.5
C.6
C.1 Use the all color version for light natural background color C.2 Use the brown color version for a very dark color background C.3 Use the dark blue color version for dark natural color C.4 Use the dark blue color version for the other blue background C.5 Use white or black version for other color that can’t take the other versions C.6 Use paper texture or aluminum background.
Mars
Color Usages
Mayday, Mayday, Do No t Let This Happen the wrong usages
once again,
i t re ally i s not t h at we want to di scri minate. These a re just some sa mp l e s t h at s h ow h ow som e colors are re ally jus t not wor king. Even though we u se d so me of our color p ale tte s, ce rt ai n t h i ngs just don’t wor k with the mark. Scrutinize why they are not working, and please, just do not mess it up. You do n o t wa nt to le t t h i s go wrong . S e ri ously.
3.8
D .1
D.2
D .3
D.4
D .5
D.6
D .7
D.8
D.1 Do not change the logo to be all outline D.2 Do not use color that is not in the color palette D.3 Do not have different color for the type D.4 Do not make the logo mark to have different colors D.5 Do not color the outline D.6 Do not change all the colors in the mark D.7 Do not color the mark with gradient D.8 Do not put the logo on a gradient color.
Mars
Suppor t System
ch.
4
33
li v in g O n mars Support System
Mars
Suppor t System
The Life On Mars the other elements
l i f e i n m a r s i s d i f f e r e n t . On Mars eve ryb ody i s ver y ha ppy a nd ever ybody is j u st so mu c h fun to b e wi t h . T h i s i s wh at we t ry to keep in our lives to ma ke su re t h at a nyo ne wh o vi si t s us would e njoy t h e i r exper ienc e a nd c ome ba c k to h ave a n o t h er good ex p e ri e nce wi t h us.
Eve r yo n e o n Mars i s uni q ue . All t h e se ch aracte rs a re Ma rs sec onda r y gra phic t h at c o u l d b e use d i n any ap p li cat i ons to ke e p t h e fun feeling on for ever ybody t h at e n j oys Mars. T h e se cond g rap h i c could use d ifferent c olors from a ny of t h e c o l o r p a l e tte as long as t h ey fi t t h e color of t heir ba c kground that would b e p re fe ra b l y p i cke d f rom t h e color p ale tte too. Eve n t h o u g h we h ave a lot of f un goi ng on, to act ua lly keep it orga nized, we a l so n e e d so me rule s. As eve ryone sh ould k now too muc h c ra ziness c ould ca u se c h a o s, a nd t h e re fore we cont rol our se cond gra phic a nd our typogra phy to ma ke a b a l ance t h at wi ll re sult i n awe som e ne ss. O n the pa ge to the r ight , a l l t h e c h a ra c te rs i n Mars are li ste d down, and t h e typogra phy that is used for t h i s i d e nt i ty w i ll b e di scusse d on t h e p age af te r t hat .
4.2
Meet The Marsians t h e i l l u s t r at i o n s
E.1
E.8
E . 15
E.2
E.9
E.16
E .3
E.1 0
E .1 7
E .4
E.5
E .1 1
E.1 8
E.6
E.12
E.19
E.13
E.20
E.14
E.21
They are named as what they are listed as. The letter E stands for extraterrestrial and the numbers next to it are their production numbers that have become their names.
Mars
Suppor t System
Philosopher Regular 10/90/12
All The Headlines In This Book Use This Typeface
Marsians Handwriting 48/20/9
Typing O n mars Sentinel Regular 7 /100/10
o h , p u h l e a s e . Do not unde re st i m ate Ma rsia n’s knowledge a bout ty p o g ra p hy. A ll Marsi ans h ave to k now h ow to ke ep this pla c e bea utiful, a nd o n e o f t h e mo st i m p ort ant t h i ngs to k now i s to keep our typefa c es c ohesive. B y t h e way, t h i s typ e face t h at we are usi ng for b ody c opy is Sentinel Regula r.
4.4
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 / ? ! ( ) @ # $ % &
This is Philosopher Regular. Size is 10 pt. Tracking 90 pt. Leading 12 pt. This typeface is for headlines and also footnotes.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789/?!()@#$%&
This is Marsians Handwriting. It’s our signature typeface. Size is 10 pt. Tracking 20 pt. Leading 9 pt. You can use it anytime.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
/ ? ! ( ) @ # $ % &
This is Sentinel Regular. Size is 10 pt. Tracking 90 pt. Leading 14 pt. This is used for all the bodycopy in the book.
Mars
Suppor t System
More Sprinkles To Make It Twinkle some more elements
besides our secondary graphic,
we st i ll h ave some more elements to be u se d h e re a n d t h e re just to b ri g hte n up t h e p age and ma ke it more fun. There is re a l l y n o t h i n g m uch to say ab out t h e se e le m e nt s exc ept just to use it ca refully a n d n o t to ove r use i t b e cause e ach e le m e nt h as i t s own pur pose, whic h is going to b e exp l a i n e d on t h e next p age . Just h ave som e fun with them.
4.6
G.1
G. 2
G.3
G. 4
G.1 This is used for emphasizing something G.2 This is used for title or names G.3 This is used for the rockets G.4 This is used just to brighten up the page.
Mars
Suppor t System
ch.
5
33
m a r s on
yo ur
world Applications
Mars
Applications
The Real World and Mars t h e a p p l i c at i o n s
t h e t i m e h a s c o m e f o r m a r s t o c o m e t o t h e e a r t h . The next few pa ges a re go i n g to sh ow h ow Mars could b le nd i n wi t h a lot o f things on ea r th. It is going to b e sh ow n by t h e ap p li cat i ons t h at Mars h as developed for the c onvenienc e o f eve r y b o dy. All t h e ap p li cat i ons are ab solute ly going to br ing out the fun out o f eve r yo n e , e i t h e r i t ’s f rom our e nvi ronm e nt or industr ia l a pplications. We de fi n i te l y sh a ll joi n Mars and h ave a lot of f un!
5.2
H.1
H.2
H.1 Iphone application icon H.2 Iphone application homepage
Mars
Applications
I .1
I.2
I.1 Front side and back side of business card I.3 Envelope I.3 Letterhead
5.4
I .3
Mars
Applications
Mars website and how it goes from the homepage to the interior page.
5.6
Mars
Applications
5.8
lo g o T he lo go im itate s a p lane t .
n a v i g a t io n T he b u tto n to e nte r Mars.
Mars
Applications
ge n e r al n a v i g a t io n T h i s b ar i s a lways goi ng to b e on the top.
lo c a t i on n a v i g a t io n T hi s i s t he bu tto n that is goin g to t a ke you ba c k to the earth.
pr i n c i p al n a v i g a t io n T h i s i s goi ng to nav i gate t h e u se rs to t he Fi ve P ri nc i p l es t h at Mars be l i eve i n.
n e ws n a v i g a t io n T hi s i s t he bu tto n to click, whe n you wa nt to keep up with ou r bu sy l i fe i n Mars.
susta in a b ili t y n a v i g a t io n Mars i a n s l ove to be su s t a i na ble too. T h i s i s t he bu tton to c l i c k to l e a r n more a bou t Ma rs p rogram.
5.10
Mars
Applications
5.12
J.1
J. 2
J.1 Membership card J.2 Gift cards
Mars
Applications
K.1
K.1 A button with Mars logo K.2 Different design for the buttons
5.14
K.2
Mars
Applications
Stickers that will encourage people to go to Mars.
5.16
Mars
Applications
L. 1
5.18
G et Y o u r
m a r s c a n di e s o u t a nd l et’s
G e t th i s pa r t Y star te d !!!
L.2
L.1 The recipe book cover L.2 Spreads from the recipe book
Mars
Applications
M.1
5.20
Y o u’ ve g ot a p a c k a g e
fr o m m a r s
M.2
M.1 Shopping bags from the chocolate store M.2 Shipping box for those who want to stock up our candies
Mars
Applications
w e se r v e
i n pe a ce
Uniform for the workers in Mars stores.
5.22
w e se r v e
i n pe a ce
Mars
Applications
N.1
5.24
N.2
N.1 Vending machine of Mars candies N.2 Mars display racks in convenient stores
Mars
Applications
This is where Marsians work, this is the headquarters.
5.26
mars
mars
Applications
mars
Mars
O.1
O.1 Mars pens O.2 The headquarter’s office room
5.28
O.2
Mars
Applications
P. 1
P.1 The register for Mars stores P.2 The interior or the headquarters’ lounge.
5.30
P. 2
Mars
Applications
Q.1
Q.2
5.32
Q.1 Trays for Mars store Q.2 The interior of Mars store
Mars
Applications
R..1
5.34
R.2
R.1 Mars truck that sells desserts that were produced using Mars candies R.2 The packaging for to-go orders
Mars
Applications
Mars trucks that carry our precious candies.
5.36
Mars
Applications
S. 1
TW i x b A R s
A Re in T O w n !! ! ma rs
S.1 Mars advertising of Twix bars S.2 Another advertising for Mars stores opening
5.38
S. 2
Mars
Applications
Bus stop that is designed to promote Mars.
5.40
33
Mars
Suppor t System