SPRING 19
AIGA COLUMBIA BRAND GUIDELINES
AIGA COLU DESIG GROU
2
UMBIA GN UP
The AIGA CCC logo & brand identity were created in the Fall of 2018 by Nick Rissmeyer, as well as this guide created the following Spring 2019.
CONTENTS
Section
Subject
Page
ONE
Purpose & Goals
7 to 8
TWO
Logo Usage
11 to 12
Colors Typography Photography
17 to 18
Elements Layouts Print Social Media
25 to 26
THREE
FOUR
13 to 14
19 to 20 21 to 22
27 to 28 29 to 32 33 to 34
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AIGA CCC BRAND GUIDELINES
5
ONE
TWO
THREE
FOUR
Purpose & Goals
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PURPOSE & GOALS
The purpose of this manual is to ensure the branding remains consistent. A consistent visual brand shows the group is serious about design and will attract speakers and new members.
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The goal is to allow the next brand manager to work within the identity and understand it. As well as anyone else. This guide will show the simple steps to create collateral for AIGA CCC.
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ONE
TWO
THREE
FOUR
Logo Usage
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LOGO
LOGOMARK The main logo is typeset in Helvetica Neue Light and in centered all caps. The logo should always be in the circle and turned at 45ยบ. The main logo tends to work better smaller but can be used at a larger size as well. The logo should not be recreated as the correct outlined SVG, PNG and other versions will be on the drive for drag and drop use.
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LOGOTYPE The logotype is a stack best used in medium to larger sizes. It should always be used in conjunction with the main logo and should never be used alone unless it’s alone on one side or page of something that contains the main logo somewhere else. For instance, one versions of the postcard has the main logo on the front and the logotype on the other side.
IMPROPER & PROPER LOGO USAGE
LOGOMARK The logo should not be used in any other shape or with smaller type or larger type or a different face or any of the ways it’s shown above. The logo seen on the opposite page is the correct logo and the bottom image is the correct usage. Again, the logo will be provided on the drive and shouldn’t need to be recreated.
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The logo should not take up a large portion of the design and should be more of a supporting element.
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ONE
TWO
THREE
FOUR
Colors Typography Photography
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COLORS
100% CMYK yellow is the primary color. C M Y K
0 0 100 0
R 255 G 242 B
HOW TO USE HELVETICA Yellow insures maximum viability on the crowded walls of posters at Columbia and instant brand recognition physical and digital spaces. The blue offers a softer compliment for when the yellow has been used to much side by side. White is very important and all text is black*. This is the only time blue and yellow are used side by side.
HEX#fff200
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The secondary color is this nice muted blue. C M Y K
54 30 5 0
R 120 G 157 B 201
HEX#789dc9
*See social media for exception.
TYPOGRAPHY
This is Helvetica Neue Light, the only typeface used in the entire identity. HOW TO USE HELVETICA This typeface allows for maximum readability from far away as well as a beautiful and familiar face to compliment the yellow and other brand elements. This typeface is also available on all computers from the start and creates a very simple and easy framework for future club designers to continue the brand effortlessly.
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You’ve probably heard of it. It’s nice.
PHOTOGRAPHY
PHOTO CONSISTENCY Photography is always shown in black and gray to insure consistency regardless of the source. Also to allow the photos to always work on a full yellow background or with the yellow text on top in the social media section. It is a slightly warmer gray than just black and white. This can be achieved by sampling colors from these photos or using a black and white filter and then color balance to increase warm tones.
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23
ONE
TWO
THREE
FOUR
Elements Layouts Print Social Media
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ELEMENTS
Ovals/Circles Photos Typography Colors Bitmap Photos WHEN & HOW TO USE THESE ELEMENTS. These are the elements and tools for the entire identity. It’s important to remember that white or empty space is key as well. Most of the time if a b&w photo is used you do not need to use a bitmap photo as well on the same design. The bitmap photos should be reserved for times when b&w photos aren’t an option. This also goes for the oval and circle shapes.
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LAYOUTS
Where When Photo
TITLE OF EVENT
LAYOUT BETWEEN SIZES AND APPLICATIONS The layout of the poster and ads for events are slightly different depending on the size but stay rooted in the same initial design. The social media square post (A) and the 11x17 poster (B) both have all the same elements except the social media post doesn’t need an explanation or the sponsors and at time it doesn’t need the where or when either.
28 Where
Explanation
When Photo
Sponsers
623 S. Wabash Ave 1st Floor Hokin Lecture Hall
Thursday November 15th 6:00pm to 7:30pm
POSTERS & FLIERS When going from (A) fliers to (B) 11x17 posters and the larger 24x36 the information and spacial relation of the elements remains the same. The smaller the size the less information. The flier doesn’t contain a synopsis of the event like the larger poster does. When printing remember to have a bleed of .125 all around and work in CMYK. Event posters don’t feature bitmap photo elements and only use one b&w photo despite changes in size. The layout is meant to allow the title to overlap with the photo. If it is illegible add another return such as the “Guest Speaker” part.
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Columbia College Chicago’s AIGA affiliated student group meetings are open to any and all Columbia students. Building an engaging and supportive art and design community, AIGA CCC presents opportunities to network and chat with industry professionals, visit studios & agencies, and develop portfolio work. The group is a complement to Columbia’s core design curriculum, giving students the chance to initiate self-determined projects. aigacolumbia@loop.colum.edu
Columbia College Chicago’s AIGA affiliated student group meetings are open to any and all Columbia students. Building an engaging and supportive art and design community, AIGA CCC presents opportunities to network and chat with industry professionals, visit studios & agencies, and develop portfolio work. The group is a complement to Columbia’s core design curriculum, giving students the chance to initiate self-determined projects. aigacolumbia@loop.colum.edu
NON-EVENT SPECIFIC COLLATERAL (A) Postcards, (B) table tents, thank you cards, mailing lists and other non-event specific collateral should feel like this. These things are all about AIGA and they should focus on that. Using the brand elements and the same thoughtful placement of elements as the posters. These are where the bitmap photos are most used and become helpful with the lack of event photos. These will all be editable templates in the drive. These are all important touch points for the group to help gain a following and new potential members. Feel free to use the blue or yellow for these.
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SOCIAL MEDIA
SOCIAL MEDIA - INSTAGRAM/FACEBOOK The brand should feel the same when entering a digital space. (A) Shows the only time and way to use colored text on an image, in this case an Instagram post. (B) Shows the Instagram top 6 and a single post. The feed needs to be a variety of branded images with the template and photos from events and other promotional things. (C) The Facebook banner and event banner will be included in the template files and should feel visually similar to the printed posters.
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From: AIGA Columbia
This style guide is meant to help inform future design decisions and help everything stay on brand. The style guide will be used as a reference and the AIGA drive will have all the template files for all of the different collateral. It would be best to stick to what is here but If you should decide you want to add another element or change something, it will be best to scrap this and create a new brand identity.