Brand Guidelines
Contents
Brand Guidelines
Introduction
Trademark & Content Display Policy
Colours
Colours & Contrasts
Typefaces
Insignia & Bariol
Copy
Tone of Voice & Text
Safe Area
Buffer Space Around the Logo & Minimum Sizes
Backgrounds
Coloured Backgrounds & Photographic Backgrounds
Advanced : Supports
Supports Conception & Barcodes
Advanced : Credits
Copyright, Sound Recording Copyright, Licenses & References
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Introduction
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Trademark & Content Display Policy
This policy is designed to help you use our brand and assets, including our logo, content and trademarks without having to worry about negotiating a separate agreement with us or talking to our lawyers. If you’d like to make any use of our marks that is not covered by this document, you must contact us at legal@introducing.com and include a visual mockup of intended use. Introducing’s trademarks include, but are not limited to : the Introducing name, logo, and / or any word, phrase, image, or other designation that identifies the source or origin of any of Introducing’s products. Do not modify the marks or use them in a confusing way, including suggesting sponsorship by Introducing, or in a way that confuses Introducing with another brand.
At the era of dematerialization1 , Introducing presents new artists to the public with very graphic limited edition artworks which manage to counter the very high production costs of the industry. Introducing’s logo is designed in Insignia, a typeface by British designer Neville Brody ; while we communicate in Bariol, a rounded, slightly condensed typeface designed by Spanish design studio atipo. We almost exclusively use a brownish recycled paper called Muskat and communicate mostly with black and bright cherry red. A very high visibile and very emotionally intense color enhancing human metabolism, increasing respiration rate, and raising blood pressure.
1 · dematerialize (de·ma·te·ri·al·ize) : to deprive of or lose apparent physical substance, make or become immaterial.
Introduction
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Colours
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Colours & Contrasts
Introducing uses the 60-30-10 Rule, a rule used by interior designers to achieve a nice and cohesive look : 60 percent of a dominant color (Muskat), 30 percent of a secondary color (dark wood) and 10 percent of an accent color (cherry red). According to designer Maria Killam, “Three is a really good rule for formulating your color palette. More than three colors can feel folksy and too busy.” Hilde Francq, a Belgian ‘color forecaster’ of the Color Marketing Group declared that “because of the economic crisis and the uncertainty concerning the Euro, the colors for the coming years are becoming more natural. We consumers have less money to spend and so we will – sometimes unconsciously – give preference to products where the color appears to be more durable. So, colors that are not too far-fetched, but purer and more natural. (…) The [bright] red will be broadlypresent, in combination with the supporting sand and claylike brown colors.”
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PMS 186 C C 11 M 100 Y 82 K 3 R 207 G 18 B 45 # CF122C
Introducing’s trademarks can be used either in Dark Wood PMS 4625 C, Cherry Red PMS186 C, plain black or plain white. In case of a negative use, please make sure that the logo is in the natural colour of the paper. In case of a telecopy or photocopy, Introducing’s trademarks should be used in black. In any case, please make sure or the readability of Introducing’s trademarks so they’re not unintelligible in any way or could be confused with other brands.
Colours
PMS 4625 C C 42 M 74 Y 77 K66 R 80 G 43 B 28 # 4F2A1C
Typefaces 10 |
Insignia
INSIGNIA Insignia is a 1986 typeface designed by British designer Neville Brody. Originally developed as a headline face for Arena magazine, Insignia is a monoline display typeface immediately identifiable by cross-strokes on the capitals that cut through the main stems of the capital letters. Use Insignia for advertising and display work.
Insignia LT Std Roman 8.5 / 10.5 pts AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Typefaces Bariol
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Bariol is a 2012 rounded, slightly condensed typeface designed by Spanish design studio atipo. It is nice and familiar without being too sweet, and very readable even at small sizes, thanks to its sober shapes and its simple construction.
Bariol Thin 8.5 / 10.5 pts
Bariol Thin Italic 8.5 / 10.5 pts
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz 1234567890 1234567890 Bariol Light 8.5 / 10.5 pts
Bariol Light Italic 8.5 / 10.5 pts
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz 1234567890 1234567890 Bariol Regular 8.5 / 10.5 pts
Bariol Regular Italic 8.5 / 10.5 pts
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz 1234567890 1234567890 Bariol Bold 8.5 / 10.5 pts
Bariol Bold Italic 8.5 / 10.5 pts
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz 1234567890 1234567890
Typefaces
BARIOL
Copy
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Tone of Voice
Just as the pitch and volume of your voice carry a difference in tone, the choice of words and the way you put your sentences together convey a tone of voice in your writing, thus conveying your attitude toward your audience. If Introducing sounds very formal at first glance, our tone of voice tends to become more informal as the target discovers the label. Our design is quite serious, grave and experimental, but we try to be lighter when speaking with our collaborators and audience. We allow ourselves for some humorous touches and are quite simple. The choice of a single word can change the tone of a paragraph. Readers are curious, but they’re easily distracted. They expect something that is fresh, honest, imaginative, energetic, without being too zany or offbeat. That’s what we’re trying to do. We’re trying to be friendly, without being to loose. We use contractions all the time in casual conversation, that’s why we are using a few contractions in our copy. This convey an informal quality to our label with just a slight of formality.
Copy Text
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When writing for Introducing, please make sure to respect some rules. Always use Proportional Oldstyle for digits and numbers, except for references. (cf. Credits : Licenses and References) p. 21 Today’s software supports OpenType Proportional Oldstyle. If using InDesign, simply edit your paragraph style, go to OpenType Features, then set Figure Style to Proportional Oldstyle. 123456789
Visit www.bariol.com/booklet.html
Copy
Bariol has a consequent choice of weights. We strongly encourage you to be creative when using them. Use different weights, use All Caps. If you’re looking for inspiration, Bariol designers have set a booklet to showcase their font.
Safe Area
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Buffer Space Around the Logo
Brand Guidelines
Allow for a buffer space around the logo that is at least equal to the size of the round letters (overshoot incl.)1 .
1 · overshoot (o·ver·shoot) : in typeface design, degree to which a rounded letter extends higher or lower than a comparably sized flat letter to achieve an optical effect of being the same size.
Safe Area
Minimum Sizes
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Absolute Minimum Size 20 mm 0.79 in 150 px
Recommanded Size on DIN A4 10 mm 0.39 in
25 mm 0.98 in
When printed, Introducing’s logo must never be smaller than 20 mm wide, that’s approximately 0.79 in. The minimum recommanded size for DIN A4 (and smaller) is 25 mm wide, about 0.98 in. On the web, the absolute minimum size is 150 px. Allow for at least 10 mm (approx. 0.39 in) buffer space between the logo and the edges of the document.
Safe Area
10 mm 0.39 in
Backgrounds
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Coloured Backgrounds
There’s no very specific rule regarding backgrounds. When using Introducing’s logo on coloured backgrounds, please ensure readability.
Backgrounds
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Backgrounds
Photographic Backgrounds
It’s basically the same with photographic backgrounds. So please, ensure Introducing’s logo readability.
Supports
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Supports Conception
5 mm 0.20 in 5 mm 0.20 in
Allow for at least 5 mm (approx. 0.39 in) buffer space between the graphics and the edges of the document in every case. There will never be any single textual information on the cover of the artworks. Please note that you can still display information on stickers that can be put (on or under the shrinkwrap) almost anywhere on the packaging. Just make sure not to hide any important information such as Introducing’s logo or barcodes.
Supports Barcodes
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31.35 mm 1.23 in
5 414939 402616 37.38 m m 1.47 in
EAN barcodes should be at least 31.35 mm wide (approx. 1.23 in) and must be printed in 100k black. Allow for at least 3 mm (0.12 in) buffer space on each side for maximum readability. You can (and should, for design purpouses) leave the digits of the barcode out, since you must include them with the references. (cf. Credits : Licenses and References) p. 21
Supports
Please note that the barcodes are printed on a white sticker glued onto the artwork to avoid any readability issue that may occur by using Muskat paper.
Credits
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Copyright & Sound Recording Copyright
Copyright Copyright is a form of protection provided to authors of “original works of authorship”. When a work is published under the authority of the copyright owner, a notice of copyright may be placed on all publicly distributed copies. Use of the notice informs the public that a work is protected by copyright, identifies the copyright owner, and shows the year of first publication. 1
Sound Recording Copyright The copyright law provides for copyright protection in sound recordings. Copyright in a sound recording protects the particular series of sounds that are embodied in a recording against unauthorized reproduction and revision, unauthorized distribution of phonorecords containing those sounds, and certain unauthorized performances by means of a digital audio transmission. Generally, copyright protection extends to two elements in a sound recording : the contribution of the performer(s) whose performance is captured and the contribution of the person or persons responsible for capturing and processing the sounds to make the final recording. The Notice The notices should contain all three elements that should appear together or in close proximity on the copies : the symbol and / or ; the year of first publication and the name of the copyright owner. Example :
&
2013 Name
1 · www.copyright.gov/circs
Credits
Licenses & References
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Exclusive License Introducing’s products are realeased under exclusive licenses. “Exclusive” means that the licensor agrees not to grant other licenses that have the same rights within the field covered by the exclusive license. It may refer to a geographical area or production of a specific product. Exclusivity may or may not include competition from other licensees or the licensor itself, granting of sublicenses, performance requirements to be met by the licensee, and / or a time limitation. Under copyright law, the licensee of an exclusive license is the owner of a particular right out of several rights constituting a copyright. He or she has the legal power to take court action against anyone who infringes the licensed rights within his or her scope or field. Example : Released under exclusive license by Introducing. References The references (provided by us) should include : the itemcode (999.AAA.0BB) the catalogue number (INTROAAACC[X]) • the label code (LC00000) • For distribution on the German market • the barcode digits (5400000000000) • •
Credits
Example : 999.AAA.0BB INTROAAACCX LC00000 5400000000000
You’ve got questions ? Jacques Dupuis Graphic Design & Production +32 2 850 11 20 jd@introducing.com