GRAFFICITY Brand Guidelines by Neil Brian

BraND guidelINES & identity Neil brian r alapide

All rights reser ved. No part of this publication may be reproduced or transmitted in any form or by any means without the prior permission of the author or publisher except for the use of brief quotations in a book review. Any copy of this book issued by the publisher as a paperback or hardback is sold subject to the condition that it shall not by way of trade or otherwise be lent, resold, hired out or otherwise circulated without the publishers' prior consent in any form or binding or cover other than which it is published and without a similar condition including these words being imposed on a subsequent purchaser.

The information and images in this book are based on materials provided by the author and supplied to the publisher by the contributors. While every effort has been made to ensure its accuracy, Grafficity does not under any circumstances accept responsibility for any errors or omissions.

First Edition First published in Singapore in 2013 by Neil Brian R Alapide. Portfolio/Website: www.neilbrian.com Email: getme@neilbrian.com

A Note on t he T y pe Typefaces used on this book include FF DIN Pro designed by Albert-Jan Pool (FontFont, 1995), Bebas designed by Ryoichi Tsunekawa (Flat-it, 2005), and Lekton by Accademia di Belle Arti di Urbino.

www.grafficity.sg

BraND guidelINES & identity

BraND guidelINES & identity Neil brian r alapide

Contents Topic

Page

//Introduction Campaign Profile & Background Objectives

6 7 8

//Logo Usage Logo Construction & Development Configuration & Relations Clear Space Minimum Size Colour Variations & Assets Logo Dont's (Misuses) Background Control

12 13 16 17 20 21 28 29

//Typeface Our Corporate Typeface

30 31

//Application Guidelines Letterheads Envelopes Namecards

36 38 40 42

//GLOSSARY

//CONTACT INFORMATION

Introduction

Corporate Identity

Introduction

Grafficity

Grafficity was established in 2012 by Neil Brian Alapide, as part of

his Final Year project (FYP) for his BA (Hons) Visual Communications at

NTU School of Art, Design & Media.

The campaign's key qualities include being daring, inspiring, and building a sense of community.

If you have any enquiries, feel free to contact us via:

//E-mail : info@grafficity.sg

//Website : www.grafficity.sg

Grafficity is a local student-led social campaign that aims to encourage creative expression in a controlled public environment—to unleash one's potential and to nurture the growth of Singapore’s street art scene. Through the use captivating visuals and positive imagery in street art and graffiti, the campaign aims to reach towards the younger generation in Singapore, exposed to these sites of personal expression and various avenues of both online and offline media. By developing a social campaign using graffiti and street art in a more contemporary setting, not so much as a "social protest" but rather, a "social encouragement" (with its positive messages and imagery), we hope to cultivate an adventurous attitude among our youths, empowering them to lead happier, more satisfied lives. Furthermore, we hope to bring graffiti and Singapore's street art scene into a positive light—which like other countries and cities, such as Berlin, Spain, Brazil, Japan, and New York, celebrate it as public art; one that is beneficial to the community and is good for society. With Grafficity, let us fight for our freedom to express.

GRAFFICITY

Corporate Identity

Introduction

objectives To empower the youth through creative expression using graffiti and street art To encourage a healthy platform for the youth to express their dreams and views online, using creative and non-destructive means (versus vandalism) To educate the youth on social responsibility on graffiti and on self-expression To gain recognition for our local graffiti artists, and nurture the growth of Singaporeâ&#x20AC;&#x2122;s street art scene To create an opportunity for collaboration and interaction among graffiti artists and young enthusiasts To encourage young artists and potential creatives to expand their horizons beyond their field of expertise and comfort zone, challenging them to try new things and set trends in the Singapore arts scene

GRAFFICITY

Corporate Identity

Introduction

How to Use these Guidelines

it all starts here

Our voice must be unified in advertising, on the Web, in collateral, on the packaging, at the facilities, in the

lobbies, in presentations, at events, to participants, to volunteers, to sponsors and partners, and to the press. Absolutely everything must

The Grafficity Brand Guidelines was designed to help you communicate the brand objectives and identity of Grafficity as clear and efficient as possible. We hope youâ&#x20AC;&#x2122;ll welcome this set of guidelines as a useful tool to enhance every piece of communication you produce. It should inspire, guide and enable you to express our brand promise and personality, and communicate the Grafficity spirit not just locally but worldwide.

resonate as one. Treat these guidelines with care, attention to detail and in the spirit of building the best brand experience we possibly can.

These guidelines will help you present

every aspect of our Grafficity brand and community in a consistent and appropriate way.

They will give youâ&#x20AC;&#x201D;and our customers,

members, and usersâ&#x20AC;&#x201D;a clear and positive view of who we are and what we are here to do. Communicating our brand in a

consistent, dynamic and engaging way

will help us connect with our audience and stand out in the market.

GRAFFICITY

...to empower the youth through creative expression... 10

GRAFFICITY

...and to nurture the growth of Singapore's street art scene. GRAFFICITY

Logo Usage

Corporate Identity

Logo Usage

GRAFFICITY Logo Revealed

Our Logo The platform of our brand is the logo itself. Visually speaking, it is one of the most valuable assets we own. Therefore, it should not be altered under any circumstances. To maximise its impact, please use only approved master reproduction art and follow the standards and specifications outlined here.

The Grafficity logo was designed to project a fresh, urban look that is adabtable to various media applications.

The Grafficity logo consists of a clean, versatile element that symbolises the true spirit of the social campaignâ&#x20AC;&#x201D;to be effective and adaptable when applied to various media. The letters are illustrated by hand, and Pantone 186C (Ketchup Red) was chosen to create maximum impact outdoors. Both elements combine to form the Grafficity signature. The Grafficity mark and logotype, and their relationships to each other, express our name, our brand image, and identity as a whole. The logo takes its visual style from a throw-up piece commonly seen in

graffiti. The letter G is designed to be an iconic representation of

the whole logo, with building-like forms found in the letters I, T, and Y.

All together, the letters are arranged to feel balanced and look good as a

whole similar to the concept of a tag.

//Grafficity Logotype

GRAFFICITY

Corporate Identity

Logo Usage

LOGO DEVELOPMENT //Grafficity Logo /Development and /construction

GRAFFICITY

Corporate Identity

Logo Usage

//Grid composition and

FINAL LOGO composition

/element relationships

GRAFFICITY

Corporate Identity

Logo Usage

configurations The Grafficity logo is the most immediate representation of our social campaign, our services, and our people. It will represent our campaign in various applications, from the web and ads to brochures, presentations, and signage. For ease of use, we have developed three logo configurations.

//Horizontal

GRAFFICITY

//Vertical

//50:50

Corporate Identity

Logo Usage

//Where & When to Use the Logo Configurations

clear space HORIZONTAL Clear space Clear space is the area surrounding the logo that must be kept free of other graphic elements. The minimum required clear space is defined by the “x” in relation to the entire logo composition. In the case of the horizontal logo, the clear space is first defined by the x unit, 1/9 of the logo height. Once the height of the x unit is established, the width of the clear space is equal to the height.

Horizontal Logo (DEFAULT)

• Preferred logo version Vertical Logo

• Use the vertical logo only when space is limited and the normal

(horizontal) Grafficity logo will

VERTICAL Clear space The minimum required clear space is defined by the x unit, 1/6 of the logo width, as shown.

not fit into a given area.

• Use on podiums/vertical banners.

50:50 Clear space The minimum required clear space is defined by the x unit, as shown.

50:50 Logo

• Use as web avatars, images, and thumbnails for online media.

X X

19X

10X

X X

X 3X

GRAFFICITY

Corporate Identity

Logo Usage

FULL LOGO configurations The Grafficity logo is the most immediate representation of our social campaign, our services, and our people. It will represent our social campaign in various applications, from the web and ads to brochures, presentations, and signage. For ease of use, we have developed three logo configurations.

//Horizontal

GRAFFICITY

Corporate Identity

Logo Usage

//Vertical

//50:50

GRAFFICITY

Corporate Identity

Logo Usage

minimum size We want our corporate logo to stand out, so weâ&#x20AC;&#x2122;ve established minimum sizes. The minimum sizes included here should accommodate most applications. Some promotional applications may require logo usage below minimum size. For these exceptions, please contact the Identity Manager at info@grafficity.sg. //Horizontal

//vertical

(Inches, millimeters, and pixels)

ACTUAL SIZE

(Inches, millimeters, and pixels)

118 px

0.393 " 10 mm

//50:50

0.233 "

(Inches, millimeters, and pixels)

0.393 " 10mm

GRAFFICITY

118 px

ACTUAL SIZE

5.9mm

70px

ACTUAL SIZE

Corporate Identity

Logo Usage

colour variations & assets for print applications The Grafficity logo is designed to be printed with spot colour as the preferred colour configuration, with process (CMYK) colour equivalents.

//KETCHUP RED /Pantone 186C

//BLACK /Pantone Black C

//BLACK /100 K

//BLACK /Light

C=0, M=100, Y=81, K=4

C=0, M=13, Y=49, K=98

C=0, M=0, Y=0, K=100

C=70, M=63, Y=63, K=61

HEX #cf080d

HEX #000000

HEX #231F20

HEX #303030 GRAFFICITY

Corporate Identity

Logo Usage

Pantone Black C

colour variations & assets for print applications

SPOT-colour (OR CMYK) dimensional logos

The spot colour / 4-colour logo on a white background is the preferred version and should be used at all times, unless there are printing limitations.

LOGO Colour CONFIGURATION KETCHUP RED

BLACK

Pantone 186C M

100

HEX

#CF080D

HEX

#000000

Example usage: Spot colour / 4-colour advertising when printing on gloss or matte coated paper and large colour output such as banners.

SPOT-colour (OR CMYK) reversed logos

#303030

The spot colour / 4-colour reversed logo should be used on a black background.

BLACK 100K

BLACK LIGHT

100

HEX

#231F20

HEX

63 61

//4-Colour Process 22

GRAFFICITY

//BLACK BACKGROUND: 4-Colour Process

Corporate Identity

Logo Usage

LOGO Colour CONFIGURATION

1-colour dimensional logos

KETCHUP RED

BLACK

When 4-colour printing is not available, the 1-colour dimensional logo on a white background should be used.

Pantone Black C C

1-colour dimensional REVERSED logos

When 4-colour printing is not available, the 1-colour dimensional reversed logo on a black background should be used.

Pantone 186C M K

HEX

100 4

#CF080D

HEX

#000000

BLACK 100K

BLACK LIGHT

HEX

0 100

#231F20

HEX

63 61

#303030 //1-Colour Process (90% and 70% for background)

//BLACK BACKGROUND: 1-Colour Process (90% and 70% for background)

//1-Colour Process (100% Black Process)

GRAFFICITY

Corporate Identity

Logo Usage

Pantone Black C

colour variations & assets for print applications

SPOT-colour (OR CMYK) dimensional CUSTOMISED logos

The customised 4-colour logo on a white background is the preferred (secondary) version and should be used at appropriate times (such as print and even website use).

LOGO Colour CONFIGURATION KETCHUP RED

BLACK

Pantone 186C M

100

HEX

#CF080D

HEX

BLACK 100K

#000000

BLACK LIGHT

100

HEX

#231F20

HEX

63 61

#303030

//CUSTOMISED LOGO:

4-Colour Process

GRAFFICITY

Example usage: Customised 4-colour advertising when printing on gloss or matte coated paper and large colour output such as banners.

Corporate Identity

Logo Usage

LOGO Colour CONFIGURATION

CMYK reversed CUSTOMISED logos The 4-colour dimensional logo may be used on a black background.

KETCHUP RED

BLACK

1-colour dimensional logos

When 4-colour printing is not available, the 1-colour dimensional logo on a white background should be used.

Pantone 186C M K

HEX

100 4

#CF080D

Pantone Black C M K

HEX

13 98

#000000

BLACK 100K

BLACK LIGHT

HEX

0 100

#231F20

HEX

1-colour dimensional REVERSED logos When 4-colour printing is not available, the 1-colour dimensional reversed logo on a black background should be used.

#303030

//BLACK BACKGROUND: 4-Colour Process

//BLACK BACKGROUND: 1-Colour Reversed

Process (100% Black Process) GRAFFICITY

Corporate Identity

Logo Usage

Pantone Black C

colour variations & assets for on-screen applications

RGB dimensional logos

#000000

The RGB dimensional logo on a white background is the preferred version for on-screen and digital applications. Vector assets are also available. These assets are not meant for offset printing applications.

LOGO Colour CONFIGURATION KETCHUP RED

BLACK

224

Pantone 186C G

HEX

#E0000C

BLACK 100K

HEX

BLACK LIGHT

HEX

#16151D

HEX

#2A2D34

//4-Colour On-Screen 26

GRAFFICITY

Example usage: Web sites, web banner advertising, web videos, and Microsoft速 PowerPoint presentations.

//CUSTOMISED LOGO: 4-Colour On-Screen

Corporate Identity

Logo Usage

colour variations & assets for DIGITAL applications RGB flat logo for fax The RGB flat logo on a white background is used for the Grafficity digital fax Microsoft速 Word document only.

Example usage: Digital fax Microsoft速 Word document.

//RGB (R:0, G:0, B:0)

GRAFFICITY

Corporate Identity

Logo Usage

logo don'ts Our logo is custom-drawn. Always use the approved artwork, and never recreate our logo elements or make changes to the approved artwork.

//DON'T change the colours.

//DON'T use the reverse logo on white background.

//DON'T change the logotype colour to black.

//DON'T rotate the logo.

//DON'T distort the logo.

//DON'T skew the logo.

//DON'T add a stroke or an outline to the logo.

//DON'T add a gradient to the logo colours.

//DON'T place a tagline underneath the logo.

GRAFFICITY

Corporate Identity

Logo Usage

background control The preferred backgrounds for our logo are white and black. Any exceptions must be approved by the Brand Identity Manager at info@grafficity.sg. For instances in which we are showcasing our logo with full-bleed photography or a textured/patterned background, the Grafficity logo should be displayed on a background with high contrast to the logo, as shown in the examples below.

//DON'T use the logo on a pure black (100K) background, or use

//DO use the proper logo format when placing on full-bleed photographic

Outer Glow effect .

backgrounds (not pure black, or 100K).

//DON'T use the logo on a busy background, making it hard to read.

//DO use the proper logo format on full-bleed photographic backgrounds.

GRAFFICITY

Typeface

Corporate Identity

Typeface

our corporate typeface Corporate typeface to be used for documentation and body reports: FF DIN Pro.

AaBbCc1234 FF DIN Pro //FF DIN Pro font, Light 10pt, is the default

corporate typeface for Grafficity's

ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} All PCs in the centre are set by default to FF DIN Pro Light font. FF DIN Pro Light, in point size 10, is to be used for all forms of documentation. Templates for other documents are available.

applications and basic documents.

FF DIN Pro Light FF DIN Pro Regular FF DIN Pro Medium FF DIN Pro Bold FF DIN Pro Black

//Official font for Publications: a) Brochures and other public information materials /Titles, posters, or large displays

Bebas regular

/Body text FF DIN Pro Light GRAFFICITY

ght edium old

ar lar 32

GRAFFICITY

//FF DIN Pro Light

Default corporate typeface, for body text of basic documents and applications

//FF DIN Pro Medium

For use on emphasis on names/company/ social campaign details in body text

//FF DIN Pro Bold

For use on main text or headlines in body text of basic documents

//BEBAS Regular

For use on titles/chapter names of basic Grafficity documents

//Lekton Regular

For captions, sidebar details and additional information

ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ 0123456789 .,?!@#$%^&*'"()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ

abcdefghijklmnopqrstuvwxyz

0123456789 .,?!@#$%&*‘’“”()[]{}

//FF DIN Pro Light

Default corporate typeface, for body text of basic documents and applications

//FF DIN Pro Medium

For use on emphasis on names/company/ social campaign details in body text

//FF DIN Pro Bold

For use on main text or headlines in body text of basic documents

//BEBAS Regular

For use on titles/chapter names of basic Grafficity documents

//Lekton Regular

For captions, sidebar details and additional information

FF DIN Pro Lig FF DIN Pro Me FF DIN Pro Bo Bebas Regula Lekton Regul 33

Corporate Identity

Typeface

what fonts to use (cont'd) b) Brochures and other public information materials /Titles, posters, or large displays

Bebas regular

/Body text FF DIN Pro Light /ADDITIONAL INFORMATION

BEBAS //Bebas & Lekton fonts are the secondary

corporate type-faces for Grafficity's applications and basic documents.

Bebas Regular

Lekton Lekton Regular Lekton Italic Lekton Bold

GRAFFICITY

Lekton Regular

Abc

abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*'"()[]{}

AaBb123

ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%&*‘’“”()[]{}

Corporate Identity

Typeface

//BEBAS font, as the typeface to be used for headlines, document

//FF DIN Pro font, Light 10pt, as the default corporate typeface for Grafficity's applications and basic

titles, announcements and large-scale displays and banners

documents, and Lekton font, Regular 8pt, for Grafficity's brand collaterals

GRAFFICITY

Application Guidelines

GRAFFICITY

Corporate Identity

Application Guidelines

letterhead GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN E info@graﬃcity.sg W www.graﬃcity.sg

GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN E info@graﬃcity.sg W www.graﬃcity.sg

NANYANG TECHNOLOGICAL UNIVERSITY SCHOOL OF ART, DESIGN & MEDIA A 81 Nanyang Drive, Level 3, Singapore 637458 T (65) 6790 4828 / 6790 5680

James Sim 4 Siglap Link Singapore 448880 123456

Dear Mr James Sim Lorem ipsum mauris amet, nisi et. Pellentesque tincidunt habitasse magna vut eras dignissim. Ultrices nec sed augue, velit montes mid elementum sed ut cras dapibus massa est nec et nisi, enim natoque. Aenean parturient nec tortor, sit elementum, tempor rhoncus, elit sociis ut mauris adipiscing ultricies in sociis, non, tempor elit pid? Ac vut phasellus quis turpis in. Massa risus etiam enim sagittis sit placerat phasellus diam turpis turpis magna, ultricies, facilisis avici daugue, massa! Habitasse augue, elementum mid velit sit turpis, amet porttitor dapibus. Platea nec pellentesque pellentesque, ultrices, ridiculus nisi et ac, placerat platea ac nisi neca vel? Cursus porttitor, ut scelerisque diam vel augue pid! Placerat, scelerisque integer! Facilisis, montes nunc? Ac porta porttitor montes dictumst dolor a dolor quis dolor est a augue odio in facilisis enim integer diam nunc, integer sit. Elementum massa turpis, rhoncus aenean facilisis pulvinar proin elementum pulvinar dapibus amet ut in augue. Tincidunt ut augue lectus nunc, porttitor vel, cras in nascetur sagittis. Magna tortor integer lorem. Adipiscing nisi sit. Tempor dolor! Augue turpis sit hac ac nascetur? Lorem nascetur nisi este ave elementum et dictumst, et aenean montes scelerisque tortor, magna habitasse! Sagittis adinfini egestas, ac mauris lorem dis montes, pid ultricies turpis tempor dapibus, placerat cras, tincidunt elit phasellus elit, massa et in est. Proin. Lacus? Elementum etiam sed auctor facilisis habs dictumst dolor a dolor quis dolor itasse! Lectus dolor, placerat rhoncus? Sit et? Vut magna, elementum! Elementum natoque massa in, aliquam augue mauris. Tinci et non, porta et arcu dis, rhoncus magnis elementum porttitor magna, ridiculus lorem in mauris tristique hac sit placerat, urna parturient tortor in? In! Nec, dictumst. In turpis adipiscing et duis! Pulvinar mid turpis, eros turpis odio, aenean, cras. Yours sincerely Neil Brian R Alapide Grafficity Team

//Master Template GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN W www.graﬃcity.sg

Format: A4 sized GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN W www.graﬃcity.sg

Spot / 4-Colour Print

GRAFFICITY

Corporate Identity

Application Guidelines

envelopes If undelivered, please return to: NANYANG TECHNOLOGICAL UNIVERSITY | SCHOOL OF ART, DESIGN & MEDIA | 81 Nanyang Drive, Level 3, Singapore 637458

GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN E info@graﬃcity.sg W ww w.graﬃcity.sg

//BACK & FRONT /Envelope with window /Campaign details in front (with logo) /Sender Address in back flap

//SIZE: 230mm W x 116 H

/Commercial flap envelopes with window and gum seal. /Made for A4 (210 mm x 297 mm) paper

GRAFFICITY

Corporate Identity

Application Guidelines

//ARTWORK SIZE: 3.5" × 2"

business cards (3.5" × 2")

/(including 5mm bleed), die cut

//FRONT

NEIL BRIAN R ALAPIDE

organiser | graphic designer

/Name of Person

Font: FF DIN Pro Bold (10pt), Uppercase /Position

Font: Lekton Bold (9pt), lowercase /Contact Details in FF DIN Pro Medium (8pt)

//BACK /Grafficity Logo (1-Colour Process) /Pantone 186C (Ketchup Red) Vector /Pantone Black C background

GRAFFICITY

(65) 8247 7929 neilbrian@grafficity.sg www.grafficity.sg

Corporate Identity

Application Guidelines

/001 001// GRAFFICITY Custom Stencil

/003

002// GRAFFICITY Spray Can 003// GRAFFICITY Pin Badges

/Use of iconic "G" mark for publicity

/002 44

GRAFFICITY

Corporate Identity

Application Guidelines

/004

/005 46

GRAFFICITY

/006

004// GRAFFICITY T-Shirts (Guys & Girls) 005// GRAFFICITY Headphones 006// GRAFFICITY Skateboard //Splash, image courtesy of Utzel-Butzel

GRAFFICITY

Corporate Identity

Application Guidelines /007

/008

/009

/010

GRAFFICITY

007// GRAFFICITY Smartphone App 008/009// GRAFFICITY Tattoos

/011

010// GRAFFICITY Car Mockup 011// Huge-scale Bus Ad Mockup GRAFFICITY

Corporate Identity

Application Guidelines /013

/014

/012 50

GRAFFICITY

012// GRAFFICITY Vertical Banner 013/014/015// Large Billboard Mockups

/015

GRAFFICITY

GLOSSARY //Brochure /A brochure is a small book or magazine containing pictures and information about a product or service. //CMYK /CMYK colour, also known as full colour, or 4-colour process, is Cyan, Magenta, Yellow and blacK; the four ink colours used to print a full colour image. //Flyer /A flyer is an unfolded sheet of paper printed on one or two sides. //Poster /A poster is a paper surface with size (or larger than) A3, destined to be displayed on a wall. Its goal is to communicate a short and powerful message. //RGB /RGB colour is a process where Red, Green and Blue light is added to a black background to create white, a colour model used generally by display devices. //Spot-Colour /Spot colours are used when one or two solid colours are needed for an image, or when a colour has to be matched and reproduced consistently for example with a company logo. The most common of these are from the Pantone速 Matching System.

//The Author, image courtesy of Michael Teo

contact information //For any enquiries and design requests (as some promotional applications may require logo usage not included in this Brand Identity Guidebook), please contact the Identity Manager directly:

//NEIL BRIAN R ALAPIDE /E-mail: getme@neilbrian.com /Website: www.neilbrian.com

GRAFFICITY