WORK IN PROGRESS Brand Identity Manual
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Table of Contents Mission Statement .....4 Logo Design and Usage Logo Usage .....6 Color Usage .....9 Font Usage ....10 Image Usage ....10 Promotion Stationary ....12 Package Design ....14 Advertising and Ephemera
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Website ....17 Company Specific Items Vehicle Design ....19 Uniform Design ....20 Storefront ....21 3
Mission Statement Work in Progress is a retail store that offers supplies to multitudes of artists. The main focus is the consumership of actors and actresses in theatre; visual artists; musicians; and dancers. Just as every artist is unique and requires a different combination of materials to express themselves, our company offers a variety of media for each study. Larger locations will occasionally host workshops for the community for a small price. Products for theatre includes costume material (beads, fabric, thread, feathers, other decorative items), paint for sets, hardware paintbrushes, simple percussion, among other things. Products for visual art includes paints, charcoals, various paper, carving tools, inks, among other things. Products for music includes batons, music stands, prepared sheets for composition, metronomes, sheet music from a variety of composers, among other things. Products for dance includes jazz shoes, streamers, leotards and other costume material, stage makeup, among other things. If we are lacking an item that the consumer is looking for, we will do our best to make sure that item shows on our shelves as soon as we can.
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Logo Design and Usage
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Logo Usage Our company’s image is hinged upon the logo. Therefore, it is important to use it corectly and effectively. The main motif is the circle, which is used in every part of the logo. Each circle can be used separately, as long as it is accompanied by the logotype. Be sure that the image matches its appropriate department of art.
Primary Logo
Black and White Option
logotype branches/departments
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Logo core
Alternative Logo Usage Center circle in logo can stand alone if used as a design element (see pg. 4 for example)
Theatre
Dance Visual Arts
Music
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Incorrect Logo Usage Branch circles should never have logotype below it. Logotype will always appear beside the logo.
distorted in any way
logotype to the left of logo
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Color Usage Use of color is simple because the logo color codes the departments. Never change the logo core’s color to match a department.
Palette- Primary
C--78 M--26 Y--4 K--0
C--5 M--16 Y--72 K--0
C--7 M--68 Y--60 K--0
C--51 M--0 Y--100 K--0
Palette- Secondary C--40 M--13 Y--2 K--0
C--2 M--7 Y--29 K--0
C--3 M--28 Y--24 K--0
C--20 M--0 Y--41 K--0
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Font Usage The main font for work in progress is Tropico. When typing the company name, use all lowercase. The subtype “Fine Art Supply” is in all caps. The font for that is News Gothic MT. In advertisements, the heading will always be in Tropico between 40 and 50pt, with the subheading as News Gothic MT. Font color can vary. Body text is also in News Gothic MT.
Image Usage work in progress appeals to shoppers of all ages. The company’s main focus is on the community, so the images are tasteful and family friendly. In advertising, the most highly suggested motif to use for work in progress are circles of varying sizes and in varying arrangements of the four colors and occasionally white.
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Promotional Material
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Stationary The company’s letterhead are all similar with the only difference being contact information. 8.5x 11� Letterhead Bleed: .16 inches Logotype: 1/2 inch from top Logo: 1/2 inch from top Header: 6 inch indent Body: 3 1/4 inches from top
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Business Cards Business Cards Print: 2 color design; black and one other Front and back design Size: 3 1/2 x 2 inches Bleed: 1/8 inches
Brochure Trifold Brochure Bleed: 1/8 inches Size: 11x 8.5 inches
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Package Design
Durable Shopping Bags Comes in three designs and three sizes, with the center design being the most common. The size farthest to the right is the regular size.
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Advertisements Parenting Magazine ad: Selling equipment sold at work in progress
Music Magazine ad: Promoting lessons taught at work in progress music center 15
Ephemera work in progress Journal $7.50
Tie-bound journal with blank sheets for sketching or writing. There is a design for each branch of art.
Women’ Yoga Pants $18.79
Available Sizes: XS, Sm, Med, Lg, XL Available Colors: Black, Gray, Baby Blue
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Website Design The work in progress website must be the most organized part of the company, because all of the information can be found here. The site is split into departmets, but also provides information about upcoming events in the art community.
Events page on website
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Company Specific Items
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Vehicle Design
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Uniform Design
Men and women have the same uniform. Also, art is messy, so jeans are acceptable bottoms for the uniform. The cuff and collars are color coded to match the department that the employee is assigned, as well as a department specific logo.
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Storefront
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Naomi King (c) 2014