2023
The visual guidelines
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Index
the logo 01
Logo
the font 01
Title font
02
Signatures
02
Text font
03
Reduction
03
Alternative font
04
Exclusion
05
Graphic treatment
06
DON’Ts
the colors
the images
01
Primary colors
01
Photography
02
Support colors
02
Portraits
03
Combos
03
Graphics
04
Alien colors
05
Shades of grey
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logo The logo draws inspiration from the partylike nature of a Piñata. The characters are misaligned with imprecise design, while the N is designed to resemble the shape of a small donkey (a common shape for Piñatas).
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signatures The logo presents itself in 2 different signatures: The primary (complete) logo and the secondary N. Ther primary singature should be used under most circumstances, while the N can be apllied to patterns, small media, different graphic compositions or simply to avoid too much repetition of the main logo.
Primary
Secondary
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reducTion
Digital
80px
30mm
30px
10mm
The logo must be recognizable at all times, even limited space is available. This means it should never be smaller than the dimensions prensented here.
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Exclusion When applied against complex or noisy backgrounds, the logo should have a safety margin around it. The margin is based on the width of the N character.
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Graphic tratment The secondary signature (N character) might benefit from some graphic applications for interesting displays or celebrations. Just make surenot to do it in the primary signature, as irt could make it hard to recognize.
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, don ts
PIÑATA Don’t stretch or distort
When talking about a logo, recognizability and consistency are key words. You should not alter the logo beyond its capabilites. Here are some examples of what not to do:
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Don’t change the font
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Don’t add or remove elements
Don’t use alien colors
Don’t scale or displace the elements
Don’t use graphic effects
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the Colors Piñata’s color platte is vivid and diverse, with 4 primmary colors and 3 secondary hues that can be combined at will to form an energetic, party-like mood.
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primary The primary color palette. May be used at will to represent the Piñata brand.
Red
Purple
Green
Yellow
HEX DD6F6F
HEX 855DB5
HEX 75C675
HEX FFD522
R221 G111 B111
R133 G93 B181
R117 G198 B117
R255 G213 B34
C10 M69 Y49 K0
C55 M73 Y0 K0
C56 M0 Y73 K0
C1 M14 Y94 K0
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secondary The secodnary colors should be used to support the primary palette in creating both soft and hard contrasting graphic compositions.
White
Turquoise
Gold
HEX FFFFFF
HEX 4EC49A
HEX EDD25F
R255 G255 B255
R78 G196 B154
R237 G210 B55
C64 M0 Y53 K0
C8 M13 Y75 K0
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Combos Primary and secondary palettes can be combined at will. When placing the logo, make sure to maintain contrast and legibility.
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alien colors The logo should never be in non-branded colors, but sometimes it might need to be applied over external pieces of media, such as sponsorship posters or partner websites. In these cases, make sure to select the colors with best contrast with the background. You mauy also use white or black versions of the logo, if needed.
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shades of grey Shades of grey may be used as contrast points, especially in digital formats like websites and applications.
Black
Grey 7
Grey 5
Grey 2
HEX 000000
HEX 404040
HEX 808080
HEX bfbfbf
R0 G0 B0
R64 G64 B64
R128 G128 B128
R191 G191 B191
C75 M67 Y68 K90
C68 M61 Y60 K47
C52 M43 Y43 K8
C25 M20 Y20 K0
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the fonts Piñata’s brand has 2 different fonts: one for headlines and titles, and another for general text.
The piñata is a figure-shaped container made of cloth of paper-mache. The figures can be shaped like virtually anything imaginable and are hollow on the inside so that they can be filled
In the 16thcentury, Spanish missionaries who came to North America, used the brightly colored piñatas to attract converts to their ceremonies. However, the Mayans already had a similar tradition, where they hit pots, covered with feathers, with a stick, to release tiny treasures inside. These people, known for their great love of sports, played a game while hitting their version of the piñata, by covering their eyes and hitting the pot while it was suspended with a string. Together, these two traditions came 16 together to form the piñata many people know today—the colorful, decorative paper piñatas that are popular at par-
e
, y
e e -
title font Created by Cosimo Lorenzo Pancini inspired by the work of Saul Bass, DoubleBass is a
Doublebass bold
font based on cartoon modern lettering and jazzy graphics of the fifties. A typeface that can show interlocking rhythm and variation
Doublebass regular
in design without resorting to thousands of ligature special letters, but rather by virtue of its modular structure. For Piñata, this font serves as a title and display font.
Doublebass light
Doublebass Thin
abcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 17
ByoRhyme ExtraBold
text font BioRhyme is a Latin typeface family created by Aoife Mooney and comprised of two widths, a normal family and an expanded
ByoRhyme Bold
ByoRhyme Regular
family. Each family has 5 weights, and both are intended for use in large and medium sizes.
ByoRhyme Light
For Piñata, only the normal family will be employed in all formats of text across each of its platforms.
ByoRhyme ExtraLight
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 18
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