Street Festival Branding Book by Thavin

Branding Guidelines

MORE THAN 1 LAYER

TABLE OF CONTENTS

1.0

Corporate Communication Who We Are Unique Selling Position Competitors

2 .0

Identity Identity in Actual Format Identity Breakdown Using Legal marks Sub Branding

3.0

Integrity

Color

PMS Color Coated Process Color Breakdowns Identity on Backgrounds Colored and B&W Version of Identity Unacceptable Color Usages

4.0

Support System

5.0

Applications Print Pieces Environment Industry Specific

Tagline Secondary Graphics Typography Photography

1.0

Corporate Communication

WHO WE ARE

First Friday is an immersive art and community experence on the first Friday of each month.

From 5:00 p.m. to 9:00 p.m, First Friday street events springs to life with galleries, artist collectives, street artists, local culinary artisans, performers, musicians, dancers, DJâ&#x20AC;&#x2122;s, and poets.

1.2

Corporate Communication | First Friday Branding Guidelines

UNIQUE SELLING POSITION

Unique Selling Position A creative hub focusd on sharing ideas through emerging arts, food, and music.

First Friday Branding guidelines | Corporate Communication

1.3

COMPETITORS

The Difference These are some of the leading brands in outdoor festivals, but none have tied in the same diversity as well as First Friday have.

1.4

Corporate Communication | First Friday Branding Guidelines

COMPETITORS

First Friday Branding Guidelines | Corporate Communication

1.5

2 .0

Identity

IDENTITY IN ACTUAL FORMAT

1 way to find yourself is to lose yourself in the service of others. We constructed our logo so it can weave in and out of any environment wihout losing itâ&#x20AC;&#x2122;s identity.

2.2

Portrait Orientation This orientation is best used for portrait application and boxed applications

Landscape Orientation This orientation is best used for landscape applications or paired with vertical body text.

Identity | First Friday branding Guidelines

IDENTITY IN ACTUAL FORMAT

First Friday Branding Guidelines | Identity

2.3

IDENTITY BREAKDOWN

Let’s break it down The concept derives from the characters of a pier where people come and trade anything from craft to ideas. which is defined by the mark of the double “F”. Infused with an offprint touch created by the signature yellow, the wordmark as a whole exudes the spirit of First Friday.

2.4

The Pier Used as a landing for ships, entertainment area, strolling place, an area of trade.

What The F The “First” F is defined by the negative space provided by the solid secondary “Friday” F.

Identity | First Friday Branding Guidelines

IDENTITY BREAKDOWN

First Friday Branding Guidelines | Identity

2.5

LEGAL MARK

ill legal As much as we all like to have fun at festival events, making sure no one takes that soul from us is also good.

2.6

Portrait Legal mark Best used for vertical and boxed applications.

Landscape Legal Mark Best used for horizontal applications.

Identity | First Friday Branding Guidelines

LEGAL MARK

First Friday Branding Guidelnes | Identity

2.7

INTEGRITY

Negative space is positive A little room to breath is always appreciated, especially when hanging out with other fellow logos.

2.8

Portrait Integrity Clear space should be even on all sides

Landscape Integrity Clear space should be adjusted to fit baseline.

Identity | First Friday Branding Guidelines

INTEGRITY

01 .25x

Baseline

.25x Clear space is defined by .25x

.4x

Baseline

First Friday Branding Guidelines | Identity

2.9

SUB BRAND

OA K L A N D

C H I C AG O

BROOKLYN

2.10

Portrait Lockup

Identity | First Friday Branding Guidelines

Landscape Lockup

SUB BRAND

First Friday Branding Guidelines | Identity

2.11

UNACCEPTABLE USAGES

Extreme logo makeover Not all makeovers are good, they can sometimes make a situation look like roadkill. Here are some examples.

2.12

Drank too much Do not blur the logo.

The Road Runner special Do not deflate the logo.

Hunger strike Do not outline the logo.

Elavator rush hour Do not squeeze the logo in.

The wrong turn Do not rotate the logo.

Ghost Do not change the opacity.

Identity | First Friday Branding Guidelines

UNACCEPTABLE USAGES

First Friday Branding Guidelines | Identity

2.13

MINIMUM SIZE

Where’s Waldo? It’s fun to look for things, but not when it’s straining your eyes

2.14

Identity | First Friday Branding Guidelines

MINIMUM SIZE

40.5mm Smallest size

First Friday Branding Guidelines | Identity

2.15

3.0 Color

PMS COATED & UNCOATED

Our true colors The way the right spices define a great dish, our colors define who we are. Optimistic and Innovative.

National Brand

First Friday Yellow Pantone Solid Coated 102 C Pantone Solid Uncoated 102 U C 4% M 5% Y 100% K 0%

R 253 G 227 B0

First Friday Blue Pantone Solid Coated 3105 C Pantone Solid Uncoated 305 U C 54% M 0% Y 14% K 0%

3.2

Color | First Friday Branding Guidelines

R 98 G 208 B 223

PROCESS COLOR BREAKDOWNS

Sub Brand

First Friday Oakland Green Pantone Solid Coated 333 C Pantone Solid Uncoated 333 U C 61% M 0% Y 34% K 0%

R 51 G 217 B 194

First Friday Chicago Orange Pantone Solid Coated 136 C Pantone Solid Uncoated 7406 U C 0% M 28% Y 86% K 0%

R 225 G 191 B 59

First Friday Brooklyn Pink Pantone Solid Coated 190 C Pantone Solid Uncoated 190 U C 0% M 69% Y 16% K 0%

R 251 G 116 B 151

First Friday Branding Guidelines | Color

3.3

IDENTITY ON BACKGROUNDS

When accompanied by the secondary background pattern, the wordmark must always be placed on a white background.

3.4

Color | First Friday Branding Guidelines

IDENTITY ON BACKGROUNDS

First Friday Branding Guidelines | Color

3.5

COLORED AND B&W VERSION OF IDENTITY

3.6

Color | First Friday Branding Guidelines

COLORED AND B&W VERSION OF IDENTITY

First Friday Branding Guidelines | Color

3.7

UNACCEPTABLE COLOR USAGES

Don’t kill my vibe It’s never good to leave a salty taste in anyone’s mouth. Here are some examples of unacceptable color usages.

3.8

Too close Never use the primary brand colors next to each other.

Just right Separate any brand colors with white.

Lost in color never apply color, especially brand color, behind the logo.

Color | First Friday Branding Guidelines

UNACCEPTABLE COLOR USAGES

First Friday Branding Guidelines | Color

3.9

4.0

Support System

TAGLINE

More than 1 way to say it. As a creative outlet, we see our community as layers to a collage with each element different alone, but together, adds contrast, depth, and meaning. With different ways to express our message, why chose only 1? Tagline must always be presented in regular weight, with the exception of the â&#x20AC;&#x153;1â&#x20AC;? being in bold and the 03 lockup

4.2

Landscape lockup This loockup is Ideal for horizonta applications.

Portrait lockup This lockup is ideal for vertical applications.

Brand background color Only behind the signature yellow should the typeface be changed to a Bold weight

brand background color 2 When applying the tagline ontop of the signature blue, type must be in white.

Support System | First Friday Branding Guidelines

TAGLINE

MORE THAN 1 LAYER

First Friday Branding Guidelines | Support System

4.3

SECONDARY PATTERN

Our brand revolves around the local craft of art, music, and food. We get excited to hear about new products and ideas that are fresh and innovative to the community. We developed our patternt to resemble that â&#x20AC;&#x153;Do-It-Yourselfâ&#x20AC;? touch to the brand-raw, yet wholesome.

4.4

Support System | First Friday Branding Guidelines

PRIMARY TREATMENT

Reminiscent to the tears of paper collages and street posters, the white pattern treatment is accentuated between the brand colors.

First Friday Branding Guidelines | Support System

4.5

TYPOGRAPHY

We have an, accent Without a little flair, soul, and flavor, we wouldnâ&#x20AC;&#x2122;t be able to create our tone and accent to accompany our brand. We chose typefaces that could portray our rhythm and sound.

4.6

DIN Originally designed by Albert-Jan Pool in 1905, Din was used for German state railways. Its x-heights and strong foundation makes this typeface ideal for First Friday.

Proxima Nova Designed by Mark Simonson in 2005, the typeface Proxima Nova bridges the gap between typefaces like Futura and Akzidenz Grotesk. A hybrid that combines modern proportions with a geometric appearance.

Support System | First Friday Branding Guidelines

TYPOGRAPHY

A BCD E FGHI JKLMN OPQRS TUVWXYZ

12 / 100 / 18

a b cd efg hijk l mnop q rstuv wxy z

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

12 / 90 / 18 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

12 / 115 / 18

abcdefghijklmnopqrstuvwxyz

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

12 / 98 / 18

abcdefghijklmnopqrstuvwxyz

Bold

First Friday Branding Guidelines | Support System

4.7

PHOTOGRAPHY

4.8

Support System | First Friday Branding Guidelines

PHOTOGRAPHY

Color Photography Portraying similar colors within the brand

First Friday Branding Guidelines | Support System

4.9

PHOTOGRAPHY

4.10

Support System | First Friday Branding Guidelines

PHOTOGRAPHY

Photography by 54 Ghosts

First Friday Branding Guidelines | Support System

4.11

PHOTOGRAPHY

Photography by 54 Ghosts

4.12

Support System | First Friday Branding Guideline

PHOTOGRAPHY

B&W Photography Portraying close-ups

First Friday Branding Guidelines | Support System

4.13

5.0

Applications

PRINT PIECES

5.2

Applications | First Friday Branding Guidelines

PRINT PIECES