Final myspace brand guide by Sydney Spratt

MYSPACE A BRAND STANDARD GUIDE

TABLE OF CONTENTS Who We Are..............................................................................3 Platform....................................................................................5 Voice..........................................................................................7 Overview......................................................................8 Site Vs. Article Voice....................................................10 Visuals.....................................................................................11 Logo...........................................................................12 Primary Logo...............................................12 Secondary Logo............................................13 Clear Space...................................................14 Do’s: Sizing...................................................15 Do’s: Background.........................................16 Don’t’s: Scaling and Moving...........................17 Color...........................................................................18 Primary Color Palette...................................18 Secondary Color Palette...............................19 Typography................................................................20 Navigation Font...........................................20 Body Copy....................................................21 Co-Branding..............................................................22 Photography...............................................................23 Website...................................................................................24 Website......................................................................25 App............................................................................29 Samples...................................................................................31 Tradeshow Booths.....................................................32 Posters........................................................................33 Swag..........................................................................34 Assests....................................................................................35

WHO WE ARE BRAND OVERVIEW

Myspace is the marriage of a social media site with an online music platform. Everything we do brings people together to provide them with a great music experience. We want the Myspace experience to enrich the lives of our consumers. This could happen alone in a dorm room listening to songs on a smart phone and sharing it digitally or at a concert surrounded by friends made through the site. From an interpersonal perspective, we occupy a unique niche in the social media world. Whereas Facebook is a catchall for people you meet, LinkedIn is a networking tool, but Myspace aims to connect people based on their music and creative interests. If you live on the West Coast and visit New Jersey, you might fall in love with a hip local band. Myspace cankeep you connected to their music and followers even after you return home.

WHO WE ARE BRAND OVERVIEW

From a creative perspective, we enrich the lives of our users by collecting and sharing large amounts of music and the other creative endeavors they inspire. Musicians everywhere can start a Myspace account, upload their songs, and cultivate a following. Fans of music can use the site to broaden their horizons and find a variety of new tunes. In addition to music, the site provides entertainment articles so users can stay current on up-coming album releases or concert dates. We generate buzz for entertainers, provide information for site visitors, and start conversations about pop culture events. This network of people and sound is an intricate web that branches out in many directions. An individual can open the door to a vast number of new songs and dozens of like minded new friends after only a couple of days on the site.

PL ATFORM

POSITION AND PERSONALIT Y Although our audience skews younger as millennials are typically more social media savvy and pop culture aware, we target and welcome anyone who loves music and wants to be more social. Our site has a casual and friendly appearance that welcomes everyone. We never want to appear corporate or uncaring, rather focus on individuals and creative expression. Think of using the site like stopping by a friendâ&#x20AC;&#x2122;s house. You can have a conversation. See what theyâ&#x20AC;&#x2122;re listening to and find inspiration for your page. Come as you are. Be nice. Leave when you want. No pressure. Myspace can be used as simply as a tool for finding music, but the full experience of creating playlists, connecting with friends, and sharing your passions is when the site becomes uniquely indispensable.

PL ATFORM

POSITION AND PERSONALIT Y Vision Statement: We strive to marry music and social networking while simultaneously sparking and fostering creativity. Mission Statement: Myspace is a social networking site that connects people primarily through music. Users can search and play their favorite tracks to create customized playlists for free. Value Proposition: Connect with chart topping celebrities, local musicians, or friends and discover new songs through digital platforms. Target Market: Men and women of all ages who have an appreciation for music and who appreciate a personalized, customizable experience.

VOICE

OVERVIEW, CHARACTERSTICS, VOICE, L ANGUAGE, TAGLINE

OVERVIEW SHARE YOUR ANTHEMS

When talking to Myspace users, it’s important not to speak in an overly corporate manner. We may be an international website with millions of users, but we should still feel like a friendly neighbor who’s dying to share a new album with you. Remember, an avid Myspace user loves artistic expression and would be turned off if we were businesslike or academic. So be expressive, and do it in a creative, casual, and approachable way. No one benefits if the user feels like we are a music algorithm recommending songs and friends by some mathematical formula. Let them feel your passion. They should know that we love music as much as they do. It shouldn’t be hard for them to imagine us banging heads with them at a metal concert or popularizing the square dance. The most important thing is to maintain a sense of humanity. Be colorful, interesting, and warm—a website that is a fun guest at a party not background noise that’s tuned out.

OVERVIEW OUR VOICE

The strong personable voice that we embody isn’t limited to a specific tone. We should be as broad and varied as our users. Each one of our listeners has unique tastes and care should be taken not to disparage any genre of music or lifestyle that ensues from listening to any kind of music. Rap should never be implied to be unsophisticated just as classical should never be portrayed as boring. With this approach, each category and person should feel welcome. Be approachable. It’s fine to be colorful and even a bit rebellious, but never be off-putting. Stand out, but not so much that you stick out. Be different in a charming manner not in a self-serving way. Charm aims to please the subject it engages whereas playing the devil’s advocate without conviction is just as irritating. Paint in broad strokes. Let users know there’s something here for everyone, because there is. Paradoxically, the most universal truths are about incredibly specific experiences. Therefore, the golden rule is to relate to users in a personal, even individual way without offending their tastes or appearing distant. It’s easier than it sounds especially if you remember to relax and have fun. It’s only a multimillion dollar brand after all.

WEBSITE VOICE SITE VS. ARTICLE VOICE

Myspace has both internal and external aspects of the site that come together to form the overall picture of our voice. Internally, our articles release content in an expressive way that represents out brand. Externally, our members communicate and represent our brand in a way that is evolving. The social part of the site is full of users talking to each other or bands writing to their fans. This is where Myspace becomes their space. We benefit from increased interaction and personal exchanges that slowly tweak our voice. What should not be tolerated is bullying or rude behavior. Even members should be mindful of others, especially when disagreeing. Remind people they can express displeasure honestly without being hurtful. The articles provide an opportunity for Myspace to express our personality. All of the guidelines in the voice section should be carefully followed. In addition, remember to deliver facts with a punch as well as grounding opinions in reasoned arguments. If it’s just the facts, it’s often boring. If it’s just thoughts, it may as well be a personal blog. However, the articles should be a blend of interesting facts told in an amusing ways combined with well informed opinions delivered in an insightful manner.

VISUALS LOGOS, COLOR PALETTE, BRANDING SPECIFICATIONS

LOGO PRIMARY

Our logo features our iconic men with round heads and shoulders in order to preserve our recognizability. Since we are a music based social media site, cylindric bodies in varying heights mimic the formation of sound waves. When dealing with our logo, five is the magic number. Five men appear to convey a sense of community and connectivity, whereas three resemble a nuclear family and four suggests a pair of couples. Our primary logo features hand drawn type which expresses the potential for individualism and selfownership that each user has within Myspace. It should never be substituted for an alternate type family or your own personal Hancock. Our primary logo will appear on business cards, letterhead, and promotional swag.

LOGO SECONDARY

Our secondary logo is used on all digital platforms including the website, favicon, app, app icon, and all photography. The secondary logo appears without type.

LOGO CLEAR SPACE

All logos should be seperated from any text or object by the size of the body of the smallest man at the maximum distance. The logo is sacred and should maintain the clear space in all capacities.

LOGO DO’S SIZING AND BACKGROUNDS

LARGEST LOGO SIZE: 4 INCHES

SMALLEST LOGO SIZE: 0.5 INCHES

At it’s largest, the logo should be no more 4 inches wide and at it’s smallest, it should be no smaller than 0.5 inches wide. The size of the logo should be no more than 15 percent of the page size/webpage size.

LOGO DO’S SIZING AND BACKGROUNDS

Both logos should only appear in Pantone 5255C or Hex #FFFFFF (white). On photography or a background, the color of the logo is determined by the value of its’ background with at least a 50% value differentiation.

LOGO DON’T’S STRETCHING AND MOVING

The proportions of the logo should never be altered. The men should always remain the same color (Pantone 5255C or White). The type should never move from directly underneath the men or be resized in any direction.

COLOR PALETTE PRIMARY COLORS

CMYK RGB

PANTONE 7545 C

PANTONE 538 C

PANTONE 5255 C 87

CMYK

RGB

CMYK 8

RGB

198 207 218

PANTONE 1375 C 0

255 158

HEX # FF9E15

HEX # 425363

HEX # C6CFDA

HEX # 1E1933

PANTONE 172 C

96 21

CMYK RGB

255

HEX # ED1C24

Our primary and secondary color palettes breathe life into our brand. Each hue has a hint of red to portray a sense of humanity to show the personality of our brand. Our primary color palette is for all digital platforms. It is intentionally complimentary to reflect how music compliments the lives of our users.

COLOR PALETTE SECONDARY COLORS

PANTONE 239 C CMYK RGB

14 224

85 62

PANTONE 395 C 0

CMYK

RGB

174

HEX # E03EAE

PANTONE 375 C 98

CMYK

RGB

236 232 19

HEX # ECE813

PANTONE 1375 C CMYK RGB

255 158

HEX # FF9E15

148 213

100

HEX # 94D500

PANTONE 2915 C 96 21

CMYK RGB

179 228

HEX # 61B3E4

Our secondary color palette is used in conjunction with advertising such as print ads, environmental ads, promotional events, posters, and swag. These bright pops of color are attention grabbing without shouting. For the best results, use them sparingly to highlight important information or determine hierarchy.

T YPOGRAPHY NAVIGATION AND HEADLINES

ABCDEFGHILJKLMNOPRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

FUTURA MEDIUM Futura is used for all things navigation and headline related. Futura should never be pinched by condensed weights and should appear solely in the medium weight––happy, healthy, and appropriate BMI for its height. Navigation should be in 20 pt, sub-headlines in 22 pt, and headlines in 24 pt.

T YPOGRAPHY

BODY COPY AND INFORMATIONAL TEXT

ABCDEFGHILJKLMNOPRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

GEORGIA Georgia is used for body copy and informational text. Its serifs aid in readability and reflect a trustworthy, educated voice which demonstrates our ability to deliver accurate, informed information in a punctual fashion. Body copy should appear in regular 16 pt. Point size of informational text may vary based on importance, but should not be smaller than 10 pt or larger than 16 pt.

CO-BRANDING WORKING WITH OTHERS

Myspace loves to co-sponsor with other brands! However, when the Myspace logo is paired with another logo, the specific sizing requirements should be followed. If Myspace is the main sponsor, then the logo sould be to the left 2 sizes larger than the other logos. If Myspace is an additional sponsor, the logo should be farthest to the right at least 0.5 inches wide. If sponsoring equally with another brand, Myspace should be in the center and be exactly the same size as the other logos.

PHOTOGRAPHY DIRECTION

All photos will either take up the entire page or will be in a squares. Each image should be reflective of the Myspace brand and should highlight bands performing interacting with crowds or settings where people communly share music. All photos will be dynamic and will elicit emotion. Photos in all capacities will be monochromatic in hues from our color palette.

WEBSITE

SITE MOCKUPS, APP MOCKUPS, ICONOGRAPHY, PHOTOGRAPHY AND TEMPL ATES

WEBSITE HOMEPAGE 1

NEWS 7

CONNECT 8

DISCOVER YOUR FAVORITE ARTISTS AND SONGS

MUSIC 9

1. Menu Bar 2. Logo 3. Sign Up Button 4. Log in Button 5. Arrow Buttons 6. Header Image 7. to 9. Navigation 7. News Image/Link 8. Connect Image/Link 9. Music Image/Link 10. Music Search Bar 11. Music Player Buttons

WEBSITE ARTICLE PAGE

1 YEEZUS OR JESUS? 2 KANYE WEST TURNS WATER INTO WINE ON YEEZUS TOUR 3

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas lobortis at turpis ut placerat. Cras porttitor, enim id euismod feugiat, dolor mi finibus sem, at rhoncus nibh sapien dignissim erat. Aliquam sollicitudin sapien id neque mollis, id porta neque fringilla. Fusce leo quam, tempus ut semper sed, accumsan pretium lorem. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nullam viverra quam libero, id pulvinar elit porttitor ac. Duis lorem diam, facilisis sit amet nisi pharetra, cursus sodales neque. In suscipit magna tellus, vel pulvinar nibh eleifend et. Fusce sollicitudin tellus ac ante feugiat blandit. Praesent bibendum tincidunt elit eget aliquam. Aliquam facilisis lorem ac est

venenatis, in finibus est lobortis. Sed cursus iaculis venenatis. Nulla tellus diam, dictum non felis et, aliquet blandit lorem. Aliquam fermentum ut nunc ultrices rutrum. Proin hendrerit dapibus sapien, ac tempus nisi efficitur ac. Curabitur posuere ornare velit, sed euismod sapien volutpat vitae. Aliquam tempor pellentesque malesuada. Pellentesque mollis nec enim eu volutpat. Sed nulla magna, auctor eget ex id, consequat lacinia magna. Ut venenatis ac quam eu venenatis. Nulla eget lectus vitae est convallis placerat non nec libero. Curabitur nec augue mollis nunc accumsan pharetra in tristique magna. Etiam accumsan dictum accumsan. Sed auctor, justo ac vehicula pulvinar, lacus tortor condimentum justo, nec placerat nisl arcu id tortor. Nulla facilisi.

DISCOVER YOUR FAVORITE ARTISTS AND SONGS

1. Headline 2. Subheadline 3. Body Copy

WEBSITE CONNECT PAGE

2 3

CONNECT WITH FRIENDS AND SHARE YOUR ANTHEMS

OR CONNECT WITH OUR FAVORITE ARTISTS

DISCOVER YOUR FAVORITE ARTISTS AND SONGS

1. Search Bar 2. Subheadline 3. Artist Albums

WEBSITE PROFILE PAGE

LOG OUT

3 USER

SHELBY JOHNSON

CONNECT

CONNECTIONS (8)

RECENTLY PLAYED ARTISTS

DISCOVER YOUR FAVORITE ARTISTS AND SONGS

1. Log out Button 2. Profile Picture 3. User name 4. Connect Button 5. Subheadline 6. Artist Albums

APP

HOME PAGE

3 4

USERNAME PASSWORD SUBMIT

DISCOVER YOUR FAVORITE ARTISTS AND SONGS

The iPhone App will mimic the layout and look of the website. The app will be a smaller version of the website and will take into account all guidelines from this brand standard guide. The app will have a now playing page in place of a profile page. 1. Menu Bar 2. Logo 3. Header Image 4. Log in Information 5. Navigation Slider Images 6. Music Player Buttons 7. Music Search Bar

APP

ARTICLE PAGE, CONNECT PAGE, NOW PLAYING PAGE

ARTICLES

NOW PLAYING

1 NOW PLAYING

8 5

2 YEEZUS OR JESUS? KANYE WEST TURNS WATER 3 INTO WINE ON YEEZUS TOUR 4

CONNECT WITH FRIENDS AND SHARE YOUR ANTHEMS

In suscipit magna tellus, vel pulvinar nibh eleifend et. Fusce sollicitudin tellus ac ante feugiat blandit. Praesent bibendum tincidunt elit eget aliquam. Aliquam facilisis lorem ac est venenatis, in finibus est lobortis. Sed cursus iaculis venenatis. Nulla tellus diam, dictum non felis et, aliquet blandit lorem. Aliquam fermentum ut nunc ultrices rutrum. Proin hendrerit dapibus sapien, ac tempus nisi efficitur ac. Curabitur posuere ornare velit, sed euismod sapien volutpat vitae. Aliquam tempor pellentesque malesuada. Pellentesque mollis nec enim eu volutpat. Sed nulla magna, auctor eget ex id, consequat lacinia magna. Ut venenatis ac quam eu venenatis. Nulla eget lectus vitae est convallis placerat non nec libero. Curabitur

DISCOVER YOUR FAVORITE ARTISTS AND SONGS

FIFTH HARMONY REFLECTION

OR CONNECT WITH OUR FAVORITE ARTISTS

OTHER ALBUMS YOU MAY ENJOY

10 JENNIFER HUDSON HONEY, I始M GOOD ANDY GRAMMAR

WORTH IT FIFTH HARMONY

1. Article Header Image 2. Headline 3. Subheadline 4. Body Copy 5. Search Bar 6. Subheadline 7. Artist Albums 8. Now Playing Album 9. Other Artist Album 10. Arrow Buttons

SAMPLES TRADEBOOTH, POSTERS, ADS, SWAG, BUSINESS CARDS

TRADEBOOTH

INDUSTRY PROMOTIONAL EVENTS

In an industry environment, the Myspace tradeshow booth will feature a large scale image with a Pantone 5255 C overlay. The additional colors in the booth will be from the Secondary Color Palette. Any additional tables will be wrapped in Pantone 5255 C and feature the myspace logo.

POSTER EXAMPLES

BAND POSTERS AND MYSPACE BRAND POSTERS

PAPA ROACH

LIVE IN CONCERT

JANUARY 14, 2016 7 P.M., THE TABERNACLE, ATLANTA, GA