STRAIGHT EDGE

Visual Identity

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Style Guide

Contents

ABOUT THE BRAND 2

Who We Are

3 Tone of Voice 4

3 Key Attributes

BRAND IDENTITY 6 Primary Logotype 8 Brandmark 9 Color Palette 10 Typography 11

“The Edge” Font

14 Graphics 16 45º Angle Graphics

About the Brand

1

2

Who We Are

3

Tone of Voice

4

3 Key Attributes

Who We Are The Straight Edge Rooftop is a bold campus oasis that encourages social interaction and invites the greater Cornell community to enjoy moments of on-campus leisure and social discourse. Framed by a rich neo-gothic architecture of Willard Straight Hall, the rooftop is accompanied by the sites’ breathtaking panoramic views of the Ithaca valley. We wish to establish a spirit of place reminiscent of the openness to intermingle often shared among freshman upon newly arriving on Cornell’s campus, all while bringing in a very familiar urban rooftop vibe similar to that of New York, Paris, or Hong Kong. The Straight Edge builds upon the Studen Unions foundation as a space devoted to the cause Willard Dickerman Straight himself had at heart—”the enrichment of the human contacts of student life”. The purpose of the space is to draw us together more closely, strengthening the sense of community at Cornell by encouraging spontaneous interactions among a broad range of students, faculty, and staff.

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Tone of Voice Hip and Happening, the straight edge is supposed to envoke a sense of escapism from the everyday routine. An engaging social recreation hub in the middle of a bustling campus environment. The brand identity should entice a sense of being in the middle of an oasis in the middle of an urban jungle. A very off-campus feel with an on-campus address.

3

3 Key Attributes

4

About the Identity 6

Primary Logotype

8

Brandmark

9

Color Palette

10 Typpgraphy 11 14 16

“The Edge” Font Graphics 45º Angle Graphics

Primary Logotype

Clear Space

Mimimum Size The minimum size of the logotype that may be used

38px

for print applications is 13mm or 38px high.

x

187px

x x

6

Logo Variations

Flat logo in a color specified by the color scheme and a white or black background.

Flat white or black logo with a background of one of the colors specified by the color scheme.

Bevel and embossed logo (color from color scheme and white).

X

X

Logo Violations

X

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Do not distort, resize individual aspects, or skew the logotype.

Do not rotate the logotype in any way

Do not distort or alter the logotype unless it is a subtle bevel and emboss

Brandmark

Clear Space

Mimimum Size

The minimum size of the

53px

logotype that may be used for print applications is x

18mm or 53px high.

133px

x x

8

Color Palette

Primary Colors

Sunset Red is our primary color as it communicates the location of the Edge and provides the brand with a bold and exciting overall feel.

This is then guided by two shades of blue to provide contrast and create a unique visual identity.

Sunset Red HEX #ea4c2e

Bondi Blue HEX #53a7bd

Secondary Colors

Bright White HEX #ffffff

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Black HEX #000000

Steel Blue HEX #08718a

Typography

Geometria Regular

Geometria Regular

Geometria Regular is used for all print.

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 0123456789 ,.?!&

Geometria Light

Geometria Light

Geometria Light is used for all large, short copy.

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 0123456789 ,.?!&

Old Standard Regular

Old Standard Regular

Old Standard is used for all longer copy

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 0123456789 ,.?!&

headings and subheadings on web and

on web and captions on print.

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“The Edge” Brand Font

We have developed a font for our own personal use that emphasizes the 45º angle and is consistent with who we are as a brand. It is important to be thoughtful about its use so that we do not detract from the power of our logo.

How to Use DO

DON’T

• Use the for single words

• Use the font with the logo

• Use it for promotional content (ie. event:

• Use the font for sentences or paragraphs

can write “tonight” in Edge font with event information below).

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• Use the font with graphics that heavily include a 45º angle

Font Development Guidelines

When developing new characters, Strict Horizontality

this template should be used to en-

Large Obtuse radius = 0.6

Medium Obtuse radius = 0.15

Large Acute radius = 0.15

Medium Acute radius = 0.05

sure consistency between each letFlexible Verticality

ter/number/symbol.

0.3000

Medium Obtuse radius = 0.05

0.3000 1.0000

0.0500

Medium Acute radius = 0.015

0.3000

0.0500

1.2500

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Edge Font Use

The Edge font should be used sparingly; enough to keep the brand image consistent, but not so much that it takes away from the power of the primary logo. There should never be more than 2 words written out beside eachother in the Edge font, as the angled letters are hard to read. Instead,

ROOFTOP POP-UP Willard Straight Hall 05.01.18 5 PM - 7 PM

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using it in single-word contexts (see example) is encouraged.

Graphics

Old Architectural Plans

GRAPHIC 1

The orignal architectural plans of Willard Straight can be used as secondary graphics in Straight Edge materials to create justaposition between the traditional element of the building and the updated, modern visual identity of the Edge.

This graphic should be used sparingly to allow to variation between visuals throughout the brand.

NOTE ON OTHER GRAPHICS Other architectural drawings are available in content folders in the Google Drive. As long as these guidelines are followed, any of the graphics in that folder can be used in the same way.

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Graphic 1 Use

Photo can be set under a colored logo if the opacity is turned down to 50%. In this setting, the graphic is most effective if zoomed in (with no text showing) in order to keep the composition clean.

If zoomed in and nothing is laid on top of the graphic, the opacity can be set to 100%.

Graphic 1 Restrictions

Accumsan lacus vel facilisis volutpat est. Morbi tempus iaculis urna id volutpat. Maecenas volutpat blandit aliquam etiam. Fringilla urna porttitor rhoncus dolor purus non enim praesent elementum.

X

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Do not set the entire graphic behind the logo as it creates a composition that detracts from the strong logo.

X Do not set the graphic behind white writing as

it complicates the composition and is hard to read.

X

Regardless of the opacity of the graphic, do not set the graphic behind text as it it becomes too busy

45ยบ Angle - Graphics

The 45ยบ angle is a visual motif that we use in our graphics to emphasize the split between on-campus and off-campus life at Cornell in an effort to then bring those two elements together.

We especially like to use the 45ยบ angle to show the history of Willard Straight and when we do collaborations with other organizations on campus.

Left - Showing history of WSH Below - Collaborations w/ other organzations

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Meet us at #TheEdge Created February 2019