artworks brand manual
table of contents
artworks brand company background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 tone & manner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
brand identity logo variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 –7 brand extension logo variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
logo misuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 logo spatial relationship . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
logo minimum size requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 –13 typefaces and usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 –15
business system business card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
letter sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
environmental graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22–23
web system desktop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26–27 mobile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28–29
4
artworks brand
company background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 tone & manner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1
company background
history
mission & vision
the artworks promise
Artworks is 16 years old and became what they’re known as today in 2008. Artworks is a non-profit organization and their goal is to bring art to life.
To transform Artworks into a community gathering cultural arts center by creating an inviting, comfortable environment that is conducive to learning and talking about art and ideas.
Our promise is to create a welcoming environment for the Big Rapids and Mecosta county area. To have a space that provokes discussion, learning, and creativity. Artworks gathers the community and brings the art to life.
They offer educational programs, summer art camps, clubs, and other ways you can become involved in the community. Artworks is also an art center, and home of a large gallery and gift shop.
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artworks brand manual
tone & manner
comfortable & inviting People are often intimidated by art. Artworks environment needs to be welcoming to break down the barrier and to create a comfortable space for the community.
artworks brand
3
4
brand identity
logo variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 –7 brand extension logo variations . . . . . . . . . . . . . . . . . . . . . . . . . 8 logo misuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 logo spatial relationship . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 logo minimum size requirements . . . . . . . . . . . . . . . . . . . . . . . . 11 color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 –13 typefaces and usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 –15
5
artworks logo variations
artworks
full color
full color variation
artworks artworks
b&w
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artworks brand manual
one color
reverse one color
artworks artworks artworks artworks
artworks
artworks
artworks
artworks
artworks brand identity
7
artworks brand extension logo variations
full color
b&w
reverse color
8
artworks brand manual
logo misuses
outlined The Artworks logo should never have a stroke nomatter the color or weight. If the logo needs to stand out choose one of the other color options provided.
artworks
stretched or warped The Artworks logo should never be stretched or warped. Instead the logo should be sized proportionally.
brand identity
9
logo spacial relationship
spatial relationship The Artworks logo must have a minimum clear space of 2X on all sides, where X equals the distance of the Artworks A.
The Creative Cup logo must have a minimum clear space of 2X on all sides, where X equals the distance of The Creative Cup C.
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artworks brand manual
artworks
logo minimum size requirement
logo scale For readability purposes the Artworks logo may be changed into one of the other provided colors when at a small scale.
.75”
artworks
.14”
1” .65”
brand identity
11
primary colors
PANTONE 3516 U CMYK 0, 68, 90, 10 RGB 221, 105, 45 HEX DC692C PANTONE 116 U CMYK 73, 42, 15, 1 RGB 76, 127, 169 HEX 4C7FA9 PANTONE 7657 U CMYK 49, 71, 21, 7 RGB 19, 68, 108 HEX 76436C PANTONE 2438 U CMYK 8, 30, 33, 0 RGB 244, 202, 175 HEX F3C9AE
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artworks brand manual
secondary color
PANTONE 433 U CMYK 62, 44, 41, 0 RGB 105, 121, 128 HEX 687880
brand identity
13
typeface and usage
usage The Artworks logo & The Creative Cup logo
When something needs to have attention drawn to it.
bauer bodoni std 1 bold italic abcdefghijklmnopqrstvwxyz 123456789.,!?”:;+&
futura std bold abcdefghijklmnopqrstvwxyz 123456789.,!?”:;+&
futura std bold oblique abcdefghijklmnopqrstvwxyz 123456789.,!?”:;+&
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artworks brand manual
When something needs to have attention drawn to it.
futura std heavy
Body copy
futura std medium
abcdefghijklmnopqrstvwxyz 123456789.,!?”:;+&
abcdefghijklmnopqrstvwxyz 123456789.,!?”:;+&
Small body copy and captions
futura std light abcdefghijklmnopqrstvwxyz 123456789.,!?”:;+&
additional notes Minimum type size: 9pt Wall signage can be created using any of the typefaces listed above.
brand identity
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16
business system
business card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 letter sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 environmental graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . 22–23
17
business card
paper specifications Mohawk Strathmore Collection Color: Soft white Finish: Wove 25% Cotton, Premium Pulps Weight: 110 CB
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artworks brand manual
envelope
paper specifications Mohawk Strathmore Collection Color: Soft white Finish: Wove 25% Cotton, Premium Pulps Weight: 28 W
business system
19
letter sample
paper specifications Mohawk Strathmore Collection Color: Soft white Finish: Wove 25% Cotton, Premium Pulps Weight: 24 W
Template available for download
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artworks brand manual
letterhead
Bauer Bodoni Std 2 Bold Italic 64 pt. Futura Std Light 9 pt.
106 N Michigan Ave # A, Big Rapids, MI 49307 artworksinbr@gmail.com
231.796.2420
business system
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environmental graphics
outdoor signage Current sidewalk street sign Must beupdated and changed frequently to draw the communities attention
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artworks brand manual
indoor wall signage Humanistic, welcoming language
brew up a conversation
business system
23
24
web system
desktop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26–27 mobile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28–29
25
desktop
community homepage
notes Warming off white tones (PANTONE 3, 3, 5, 0) Rounded edges, and wood grain to convey comfort Footer would be shown on the bottom of all web pages Fun, friendly language
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artworks brand manual
community drop-down page
creativity homepage
coffee homepage
web systems
27
mobile
community homepage
notes Warming off-white tones (PANTONE 3, 3, 5, 0) Rounded edges, and wood grain to convey comfort Footer would be shown on the bottom of all web pages Fun, friendly language
28
artworks brand manual
community homepage continued
creativity homepage
coffee homepage
web systems
29
natalie dixon