Twin Maple Guitars by Ronald Cortez

logo usage

SUBHEAD body text

Standards Manual

Logo usage

SUBHEAD body text

Contents

01. 01

LOGO USAGE Logo concept Clear space Minimum acceptable usage Tagline usage Color variations Unacceptable usage

02. 05

COLOR PALETTE

06 03.

TYPEFACE USAGE

04. 07

COLLATERAL Stationary Publication Folder Website Signage

Logo usage

LOGO CONCEPT The logo represents the hand of our guitar artisans and the three dimensionality of our product. The icon was inspired by the shapes found in the Juarez family coat of arms and the carved embellishments found in Victorian furniture. The shape and negative space of the maple leaf helps reinforce the idea of a carved object - similar to victorian furniture - and the three dimensions that our artisans work in. The signature â&#x20AC;&#x153;Twin Maple guitarsâ&#x20AC;? acts as a pedestal for the icon. As if the icon were a carved sculpture found in an exhibition where the viewer could see all angles of the piece.

T WIN MAPLE guitars

CLEAR SPACE The logo should be surrounded by an area of white. “ x “ represents the width of the tagline. “x” should surround the sides of the logo (see the illustration below).

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MINIMUM ACCEPTABLE USAGE The minimum size for the Twin Maple Guitars logo with the tagline is 1” wide.

T WIN MAPLE guitars 1”

COLOR VARIATIONS The following outlines the primary color combinations. Do not create your own variants. The white logo may be laid on top of one of the complimentary colors defined on page 08:

Black Used for black and white publications, or against light or bright colored backgrounds where the primary version is unreadable.

black and white

White Reversed to white against a dark or bright background, where the primary version is unreadable. PMS mixed swatch Use one or two colors for print projects, see full color chart on page

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color

COLOR APPLICATIONS FOR THE LOGO Appropriate use of the logo is the most important part of maintaining the Rerun brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.

UNACCEPTABLE LOGO USAGE The logo is a custom designed piece of artwork that symbolizes Twin Maple Guitars. It is important for brand recognition and maintaining a high standard of design, to not alter the logo in any way. The following examples are the most common mistakes made when using a logo. This is what NOT TO DO with the logo:

TWIN M AP LE guitars

TWIN M AP LE guitars ✖✖

Do not add other elemevnts to the logo

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Do not stretch or distort the logo in any way

✖✖

TW IN M AP LE guitars ✖✖

Do not skew or stretch the logo

✖✖

Do not use a different font in the logo

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TW IN M AP LE guitars ✖✖

Do not add effects or shadows to the logo

Do not change any colors in the logo

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twin maple guitars

TW IN M AP LE guitars ✖✖

Do not move or reposition any logo elements

TWIN M AP LE guitars

Do not rotate the logo

TWIN M AP LE fret boards ✖✖

Do not change the name of the logo

Color palette

CMYK: To ensure correct color reproduction use for four color printing. PMS:

CMYK

Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world.

0, 86, 70, 31

0, 100, 60, 37

0, 16, 100, 0

PMS

1955C

116C

RGB

176, 53, 53

163, 01, 52

255, 210, 0

CMYK

0, 1, 0, 51

0, 100, 4, 41

0, 86, 70, 31

PMS

cool gray 9

228C

RGB

145, 145, 149

156, 0, 89

145, 162, 61

RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen might convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.

COMPLEMENTARY COLOR OPTIONS Colors that may be used in other forms of collateral. Do not use these colors for the logo.

Typeface usage

TYPEFACE Appropriate typography is important in the presentation of the Brand. The following guidelines explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces. The primary typeface for the Twin Maple Guitars brand is Din. The modern aesthetic of the Din type family is used to juxtapose the antique look of the logo. Din gives the users plenty of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Din fonts for all professionally printed materials. Arial is the primary typeface for all Web and PowerPoint presentations Din ( light)

Adobe Caslon Pro ( regular)

Arial ( regular)

NOPQRSTUVWXYZ

nopqrstuvwxyz

ABCDEFGHIJKLM

abcdefghijklm

1234567890

Din ( medium)

Adobe Caslon Pro ( semibold)

Arial ( italic)

NOPQRSTUVWXYZ

nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM

abcdefghijklm

1234567890

Din ( bold)

Adobe Caslon Pro ( bold)

Arial ( bold)

NOPQRSTUVWXYZ

nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 6

ABCDEFGHIJKLM

abcdefghijklm

1234567890

Collateral The subsequent pages show the logo in use. They may be seen as prime examples on how to use the logo for future projects.

LETTERHEAD Examples of the letterhead with grid. The actual size of the letterhead is a standard US letter size paper or 8.5”w x 11”h. Shown below are at 30% of actual size.

October 21, 2011 Roadrunner Records 902 Broadway, 8th floor New York, NY 10010

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Dear John Smith, The following are directions on how to set-up the type and layout design for your letterhead. These directions should only be used in two instances: One, the printed letterhead paper has run out. Two, if the the writing template cannot be found. Please use the template made from these directions as a temporary solution. Contact your graphics handler or the designer who created this letterhead to handle any of your problems. The dimensions of the letterhead should always be standard US letter size at 8.5” x 11”. The text should start approximately one inch from the top of the page. The text box is approximately 4.75”w x 8.75”h. The text box should start approximately 2.5” from the left of the page. The logo should be 1” from the left and 1.75” from the top. The address and contact information’s should be at 10.5” from the top. This paragraph is a repeat of the first paragraph. following are directions on how to set-up the type and layout design for this letterhead. These directions should only be used when in two instances: One, the printed letterhead paper has run out. Two, if the the writing template cannot be found. Please use the template made from these directions as a temporary solution. Contact your graphics handler or the designer who created this letterhead to handle any of your problems. The dimensions of the letterhead should always be standard US letter size at 8.5” x 11”. The text should start approximately one inch from the top of the page. The text box is approximately 4.75”w x 8.75”h. The text box should start approximately 2.5” from the left of the page. The logo should be 1” from the left and 1.75” from the top. The address and contact information’s should be at 10.5” from the top. Sincerely,

Ronald Cortez

241 Third Avenue C Chula Vista, California 91910

T. 619.398 . 2505 F. 619. 422 .1165

241 Third Avenue C Chula Vista, California 91910

T. 619.398 . 2505 F. 619. 422 .1165

BUSINESS CARD Examples of the business card with grid. The actual size of the business card is 3.5”w x 2”h. Shown at actual size.

Maria Torres T WIN MAPLE guitars

Creative Director 241 Third Avenue C Chula Vista, California 91910 T. 619. 398 . 2505 F. 619. 422 .1165 mtorres @ tmguitars.com Like us on facebook.com/TwinMapleGuitars Follow us on twitter @TwinMapleGuitar

tmguitars.com

ENVELOPE Examples of the envelope with grid. The actual size of the envelope is a standard US number 10 or 4.2”w x 9.5” h. Shown at 35% of actual size.

241 Third Avenue C Chula Vista, California 91910

T WIN MAPLE guitars

PUBLICATION - OUTSIDE The brochure is 8.5”w x 11”h tri-fold.

HAVE HAVE YOUR YOUR PEOPLE PEOPLE TALKTALK

coMplete TO OUR TO a OUR PEOPLE PEOPLE

artist package

should contain

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T WIN gui

a proposal indicating the artist's expectations as an endorsee of a working relationship with twin Maple guitars and the following iteMs:

the lineage of twin maple guitars and where you fit in. our two locations now work in harmony to compose the passion of guitars.

the portland branch is the hub of Manufactoring. chula Vista leads the design and Marketing of all Materials.

ENDORSEMENTS Sending us the Complete artist package

com/ twinMapleGuitars

we help cater to young musicians and the young at art. we love the music and style of the ramones and living color. this is our mosh pit. feel free to join us.

Music

Photos

can you play? when we endorse talent we want to make sure that our guitars and equipment is being put to good use. we need to hear how you play. we accept all types of audio formats, but we do prefer having a mp3 compressed example sent to us on a cd. we do not accept emails, unless specifically requested.

send us some high-res photos of the band. don’t spend time nor money on sending us professionaly lit photos. if you are endorsed, we will take care of that. we want photos you may find in a magazine. Photos that could tell a story. Our preferred file formats are JPEG or Photoshop files.

Please Please sendVideo allsend materials all materials to the address to the address below. below.

Press cliPPings

if you are at the level of potential endorsement, you probably have a music video. add the mp4 video file onto the same CD. We do TWIN TWIN MAPLE MAPLE GUITARS GUITARS accept you sending us a link to where we see theDepartment video online. For example, if Artist Relations Artistcan Relations Department your video has many hits on Youtube, 241 Third 241Avenue Third Avenue C C please send us that link. that shows us you Chula Vista, ChulaCalifornia Vista,anCalifornia 91910sound 91910 have unique that people follow.

what is the media saying about your sound? we would like to know what type of hype you have. this helps us identify what kind of gear you may want or may need. so tell the grandma to save them newspapers! scan and send us your articles. Preferred file format is the smallest sized JPEG.

Call us Call withus any with questions any questions BiograPhy inforMation

Music gear

when we endorse an artist, we would like to 619.398619.398 . 2505 . 2505 tell the world about their story and voice. and who better to tell the world about our artists’ stories than our artists themselves. so send us a story about how the band got together. Our preferred file format is a Microsoft Word file.

had your mind set on making the most wickedly awesome guitar ever? well when we endorse you, tell us all about it. we want to make sure you and your fingers rift a symphony. plus, a custom guitar always looks better when showing off for the fans. facebook.com/ facebook.com/ TwinMapleGuitars TwinMapleGuitars

ENDORS ENDO

Sending Sending us theus Comp the

PUBLICATION - INSIDE WTIH GRID The brochure informs prospective talent on how to become endorsed by Twin Maple Guitars.

A COMPLETE ARTIST PACKAGE SHOULD CONTAIN A PROPOSAL INDICATING THE ARTIST'S EXPECTATIONS AS AN ENDORSEE OF A WORKING RELATIONSHIP WITH TWIN MAPLE GUITARS AND THE FOLLOWING ITEMS:

THE LINEAGE OF TWIN MAPLE GUITARS AND WHERE YOU FIT IN. Our two locations now work in harmony to compose the passion of guitars.

THE PORTLAND BRANCH IS THE HUB OF MANUFACTORING. CHULA VISTA LEADS THE DESIGN AND MARKETING OF ALL MATERIALS.

We help cater to young musicians and the young at art. We love the music and style of the Ramones and Living Color. This is our mosh pit. Feel free to join us.

MUSIC

PHOTOS

Can you play? When we endorse Talent we want to make sure that our guitars and equipment is being put to good use. We need to hear how you play. We accept all types of audio formats, but we do prefer having a mp3 compressed example sent to us on a CD. We DO NOT accept emails, unless specifically requested.

Send us some high-res photos of the band. Don’t spend time nor money on sending us professionaly lit photos. If you are endorsed, we will take care of that. We want photos you may find in a magazine. Photos that could tell a story. Our preferred file formats are JPEG or Photoshop files.

VIDEO

PRESS CLIPPINGS

If you are at the level of potential endorsement, you probably have a music video. Add the mp4 video file onto the same CD. We do accept you sending us a link to where we can see the video online. For example, if your video has many hits on YouTube, please send us that link. That shows us you have an unique sound that people follow.

What is the media saying about your sound? We would like to know what type of hype you have. This helps us identify what kind of gear you may want or may need. So tell the grandma to save them newspapers! Scan and send us your articles. Preferred file format is the smallest sized JPEG.

BIOGRAPHY INFORMATION

MUSIC GEAR

When we endorse an Artist, we would like to tell the world about their story and voice. And who better to tell the world about our Artists’ stories than our Artists themselves. So send us a story about how the band got together. Our preferred file format is a Microsoft Word file.

Had your mind set on making the most wickedly awesome guitar ever? Well when we endorse you, tell us all about it. We want to make sure you and your fingers rift a symphony. Plus, a custom guitar always looks better when showing off for the fans.

FOLDER SCHEMATIC Front view

T WIN MAPLE guitars

241 Third Avenue C Chula Vista, California 91910

FOLDER SCHEMATIC Inside view

have your people talk to our people T WIN MAPLE guitars

T WIN MAPLE guitars

Twin maple guiTars

Maria Torres

ATTN: Artist Relations Dept. 8860 E. Chaparral Rd., Suite 100 Scottsdale, AZ 85250-2610 USA

T WIN MAPLE guitars

Creative Director 241 Third Avenue C Chula Vista, California 91910

ENDORSEMENTS

T. 619. 398 . 2505 F. 619. 422 .1165 mtorres @ tmguitars.com

Like us on facebook.com/TwinMapleGuitars Follow us on twitter @TwinMapleGuitar

sending us the complete artist package T:

619.398 . 2505

WEBSITE Home page

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GET TO KNOW 311’S

TIM MAHONEY WHAT’S UP WITH THE TWINS HOW DOES TWIN MAPLE STAY ECO FRIENDLY From planting trees to spreading awareness, Twin Maple Guitars cherishes our environment. Help us maintain it by volunteering. OUR LOCAL TWIGGY FUNDRAISER AND YOU

THE RAMONES AT THE LIMA LOUNGE

We were in beautiful San Diego this past Sunday to help raise money to bring brand spanking new guitars to the James K. Polk elementary school

The Ramones were at the Lima Lounge on Saturday December 3rd. The band brought the noise that busted out a many of mosh pits. Check out all the hightlights on Youtube

Read the rest of the article 241 Third Avenue C Chula Vista, California 91910

T. 619.398 . 2505 F. 619. 422 .1165

WEBSITE About Us page

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ABOUT US

ORDERS

ENDORSEMENTS

FAQ

Our Chula Vista location is found amongst historical downtown near the waterfront.

THE HISTORY SPANISH PRIDE Juarez would devote most of his days to the carving and making of guitars. The maple tree (Acer) would prove to be his texture of choice. Not only for the array of finishes that became possible, but for its durability and acceptability of adhesive. As Juarez polished his crafting skills, he began experimenting with the design of the guitar ’s fret board ( also called necks ). Some of his original designs were inspired by traditional Spanish emblems and Christian culture. In particular, the Juarez family’s coat of arms often became a reference. The [insert animal] found in the coat of arms would soon come to play a big role in the making of Juarez guitars. Soon after designing a few fret boards, Juarez would carve the [insert animal] into his guitars as his signature. In the 1890s , Juarez combined his political views with his art; he would add a tree to his signature as a means of allying himself with the movement toward Cuba’s independence. Although Juarez was a proud descendant of Spanish lineage, he did not approve of the Madre Patri’s ( spanish for “the mother land” ) relations with Cuba. There were also accounts that the signa

241 Third Avenue C Chula Vista, California 91910

T. 619.398 . 2505 F. 619. 422 .1165

FACEBOOK Our Facebook fan page allows direct interaction with our customers.

TWITTER Our Twitter feed will help keep all our advertisements visible as fast as possible.

CUSTOM GUITAR PICKS These custom guitar picks will help when recruiting for possible endorsement deals.

241 Third Avenue C Chula Vista, California 91910 T. 619.398 . 2505 F. 619. 422 .1165