Alpha Brand Manual

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TOP SECRET TOP LEVEL SECURITY CLEARENCE REQUIRED

MANUAL CONTAINS EXTREMELY SENSITIVE CLASSIFIED MATERIAL ONLY TO BE SEEN

BY TOP LEVEL AUTHORITY. RELEASE WITHOUT TOP LEVEL AUTHORITY POSES IMMEDIATE THREAT TO SECURITY.

Welcome to ALPHA. We are an organization based in London specializing in covert operations. Agents participating in these activities are given a mission which they must complete in order to save the city of London. For the duration of their stay, each agent is given ammenities and an arsenal to aide with their mission. After all goals and requirements of the mission are met, the world saved, and all is under control once more, the agent may return to their normal life and continue to be vigilant for the pursuit of justice.

OUR VALUE AND VISION: We are a secret organization which protects and serves. We are the only brand that gives our guests a fully immersive and unparalleled encounter with undercover intelligence.

Our vision is to bring you in as an agent to complete our work in London and continue in your own home base.

An Agent working within this organization is: 1. daring 2. intelligent 3. suave

YOUR MISSION BEGINS NOW.

BRAND MANUAL INTRODUCTION: The Alpha brand identity is a critical defining and cornerstone of our brand.

It is integral to adhere to a system of guidlines in order to maintain the integrity of our brand.

IDENTITY

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ALPHA IDENTITY This configuration is the Alpha or primary mark (Signature, Brandmark, and Tagline). The identity has been carefully constructed and refined. It should not be altered or recreated in any way.

BETA IDENTITY This configuration is the Beta or secondary mark (brandmark). The identity has been carefully constructed and refined. It should not be altered or recreated in any way. It should be used for exterior ephemera and environmental uses.

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GAMMA IDENTITY This configuration is the Gamma or tertiary mark (logotype). The identity has been carefully constructed and refined. It should not be altered or recreated in any way. It should be used for interior ephemera.

USAGE

PREFERRED CLEAR SPACE:

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USAGE: CLEAR SPACE The Alpha Identity should always be placed with an appropriate amount of clear space. The preferred amount of clear space is shown (above/below). No other logos or design elements can invade the space measured here and relative to the element denoted here. The logo should be at least the distance “X” from the edge of the paper or piece.

X X = width of element

BETA MARK CLEAR SPACE:

GAMMA MARK CLEAR SPACE:

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NOTE: Clear space guidelines are applicable for both the Beta and Gamma marks.

USAGE

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USAGE: PREFERRED COLOR USE The Identity may be used in the color-ways shown above. These preferred color combinations best represent the integrity of the Alpha brand, which draws inspiration from classic spy genre films and corporate coloration, as well as the city of London. Additionally, the Identity may also be used in a one-color, black version.

This can be useful when color printing is not available.

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USAGE

USAGE: UNACCEPTABLE USES The Alpha Brand Identit y is only to be used according to brand guidelines . Other uses may corrupt brand authenticit y and integrit y.

The Alpha Identity may not be used with unauthorized colors, or colors not aforementioned in the preferred color use. Type may not be layered over the brandmark, and additional effects may not be added.

The brand must always be positioned upright and never turned or angled.

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TYPOGRAPHY

PRIMARY T YPEFACE: ANDALE MONO

Aa Bb Cc Dd Hh Ii Jj Kk Oo Pp Qq Rr Vv Ww Xx

TYPOGRAPHY Typography is a critical element to the Alpha brand. As much of the brand attributes and personalit y are maintained through brand voice, t ypography plays a key role.

The typefaces used are Andale Mono and Acumin Pro Wide. These typefaces were designed by Steve Matteson and Robert Slimbach respectively. Andale Mono was created to be used in digital environments mostly in software development, making it perfect for channeling the highly technical world of undercover intelligence. Acumin Pro Wide provides contrast, simplicity and organization,

Ee Ll Ss Yy

Ff Gg Mm Nn Tt Uu Zz

SECONDARY T YPEFACE: ACUMIN PRO WIDE

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

COLOR

PRIMARY COLOR PALET TE

Norwood Navy

Gordievsky Gold

C:95 M:82 Y:48 K:60

C:10 M:32 Y:93 K:35

R:11 G:29 B:53

R:160 G:123 B:32

COLOR There are Alpha brand colors that may be used on Alpha brand materials. These colors (and these alone) make up the color palette. They are used in backgrounds, patterns, headlines and other design elements across Alpha brand landscape.

SECONDARY COLOR PALET TE

Reilly Red C:0 M:81 Y:100 K:77 R:90 G:20 B:0

ILLUSTRATION

ILLUSTRATION Illustration for Alpha is kept to a simple and minimal circle design which says Alpha in Morse Code, maintaining secrecy and clandestineness, in keeping with brand guidelines .

The integrity of this circle must be maintained if in use.

Circle must remain in Gordievsky Gold color as depicted. It may be used as a secondary symbol when representing the brand however does NOT displace the Alpha, Beta or Gamma Brand Identities.

IMAGE STYLE

IMAGE STYLE Images as a par t of the Alpha Brand image librar y are to be in keeping with brand standards . Brand standards for photography are impor tant for maintaining the overall feel and look of the brand.

Images are to be taken of the destination of the resor t in a cit yscape format , featuring much of the cit y ’s architecture. Shots are to be taken with little to no human figures to focus the viewer on the solitar y aspects of the resor t. Images are to be used on digital media applications .

TONE OF VOICE

YOUR MISSION, SHOULD YOU CHOOSE TO ACCEPT IT, BEGINS NOW.

BRAND VOICE Brand Voice is an integral aspect of the Alpha Brand Identit y. The brand voice embody the attributes daring, intelligent , and suave. Because much of the journey and stay of guests is dictated by directives given by a non–identified Agent X , brand voice must be consistent and orderly. E xamples provided above.

MISSION INFORMATION AND DIRECTIVES WILL BE DEAD DROPPED AT YOUR LOCATION @ 1800H_5/18

PRINT MEDIA: Print Media for Alpha will include a formal invitation given to the guests in their prearrival package and stationery. Each piece will uphold brand values and brand voice in it’s presentation and design.

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Agent X ALPHA Black Site_London We will contact you. <https.Alpha_London.com>

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Mr. Smith,

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On behalf of the agency,

Agent X

PREARRIVAL PACKAGE: The prearrival package will be handâ&#x20AC;&#x201C; delivered in the dead of night by an Alpha affiliate. The dead drop package will include a backpack, a pen, and a journal for the use of the guest during their mission.

ALPHA JOURNAL: The Alpha Journal is to be kept by the Agent during their stay. It will act as a reference and guide while completing the mission. It will act as an assessment tool after mission days are complete.

DIGITAL MEDIA: Digital Media for Alpha will include a website which will be accessed only through password verification for booking and informational purposes. Each guest will be given a smart phone for the duration of their stay which will have the Alpha app which will give mission information during a guestâ&#x20AC;&#x2122;s stay. The Alpha smartwatch and IPhone will be included in the prearrival package.

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DESGINER INFORMATION: Mia Chandler chandlermiadesign@gmail.com 951.235.6422