MOMENTUM Brand Style Guidelines Client: Contents:
VCD 2015 VCD Seniors 1.0 2.0 3.0 4.0 5.0 6.0 7.0
Introduction (page 2) The Logo Design (page 3) Color Scheme (page 7) Shape and Line (page 10) Typography (page 13) Conceptual Imagery (page 17) Contact Details (page 20)
Spring Semester 2015
Momentum Brand Guidelines
1.
1.0
Introduction To Brand Mission + Goal. To create an exhibition that accurately and creatively displays work by the VCD seniors in a cohesive and innovative way. Our branding and marketing should bring in design professionals from the greater Indianapolis area.
Purpose of Guide. This guide has been created to provide the needed specifications to maintain the integrity of our brand identity. It is in no way intended to limit any group, but rather to ensure the brand is used in a cohesive way across all aspects of the exhibition.
1.0 Introduction
Momentum Brand Guidelines
2.
2.0
The Logo Design Logo Inspiration The logo was created to be reminiscent of subway maps and symbols while also being a modern and interesting mark. The mark is shows forward movement while connecting to the theme of our show. Correct usage of the logo is important to maintain the integrity of the brand and keep all materials cohesive.
2.0 The Logo Design
Momentum Brand Guidelines
3.
Logo Icons
Full Color
One Color
One Color
Full Color
Alt.
Alt.
Without Texture Use for Small Scale
2.0 The Logo Design
Momentum Brand Guidelines
4.
Logo Combination Marks
Full Color Combination
Full Color Combination Use for Small Scale
2.0 The Logo Design
Momentum Brand Guidelines
5.
Logo Textures
Grunge Printed Texture
2.1 The Logo Usage
Rounded Corners
Momentum Brand Guidelines
6.
3.0
Color CMYK + RGB CMYK / RGB (HEX) are provided so that the colors can be matched as closely as possible depending on the materials and print process, however, the print and web teams may (within reason) change the values slightly so that the colors are best represented in different situations.
Black, White + Grey Black and white are acceptable as accent colors, in addition to the colors within the assigned scheme.
4.0 Color
Momentum Brand Guidelines
7.
4.0 Color
CMYK
RGB
HEX
Primary Color logo text / main background
87 / 72 / 43 / 32
44 / 64 / 88
#2C4058
Primary Color accent / secondary background
05 / 07 / 25 / 00
241 / 228 / 195
#F1E4C3
“Cardboard” Color environment background
22 / 44 / 71 / 02
197 / 144 / 92
#C5905C
Momentum Brand Guidelines
8.
4.0 Color
CMYK
RGB
HEX
Primary Line Color logo / lines / shapes
11 / 82 / 68 / 01
213 / 83 / 81
#D55351
Primary Line Color logo / lines / shapes
02 / 34 / 79 / 00
243 / 175 / 78
#F3AF4E
Primary Line Color logo / lines / shapes
77 / 25 / 20 / 00
42 / 152 / 182
#2A98B6
Secondary Line Color lines / shapes
49 / 03 / 61 / 00
136 / 195 / 136
#88C388
Secondary Line Color lines / shapes
79 / 82 / 27 / 12
80 / 67 / 117
#504375
Momentum Brand Guidelines
9.
4.0
Shape + Line CMYK + RGB The shapes and lines created were inspired by subway maps and signs. These pages provides examples of what shapes and lines might look like when they are created using the brand colors. These are meant as a guide and are not the only possible uses, but rather show the spirit of how shape and line can be used.
5.0 Shape + Line
Momentum Brand Guidelines
10.
Shape
A A A A A A A A A A These are examples how circles might be used. Please ensure that the letters or numbers are readable against the background. For example, the navy is difficult to read against the purple so it probably should not be used.
5.0 Shape + Line
Momentum Brand Guidelines
11.
Line
These are examples of how lines might be used against various background colors. Against a dark background, the opacity should be kept at 100%. On a lighter background, the opacity can be changed to multiply so there is a more interesting intersection between the lines. To create the curved edges to the lines, first use the pen tool to create your lines, then “expand” that line. Next, add a stroke using the “5 pt round” brush.
5.0 Shape + Line
Momentum Brand Guidelines
12.
5.0
Typography Chosen Typefaces For web, the headline typeface is Proxima Bold and the sub-headline typeface is Proxima Light. For print, the headline typeface is Gotham Bold and the sub-headline typeface is Gotham Light. The copy typeface is Adobe Garamond Pro. This collection of typefaces have been chosen to best represent the brand image. These fonts will be available on Box for anyone who does not have them installed.
6.0 Typography
Momentum Brand Guidelines
13.
Print Headline Typeface: Gotham Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 `~!@#$%^&*()_+[]\{}|;’:”,./<>? Print Sub-Headline Typeface: Gotham Light
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 `~!@#$%^&*()_+[]\{}|;’:”,./<>?
6.0 Typography
Momentum Brand Guidelines
14.
Web Headline Typeface: Proxima Nova Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 `~!@#$%^&*()_+[]\{}|;’:”,./<>? Web Sub-Headline Typeface: Proxima Nova Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 `~!@#$%^&*()_+[]\{}|;’:”,./<>? 6.0 Typography
Momentum Brand Guidelines
15.
Body Typeface: Adobe Garamond Pro Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 `~!@#$%^&*()_+[]\{}|;’:”,./<>?
6.0 Typography
Momentum Brand Guidelines
16.
6.0
Conceptual Imagery Ideas for Conceptual Imagery To visualize the connections weâ&#x20AC;&#x2122;ve made throughout our time learning about VCD, and where weâ&#x20AC;&#x2122;re heading into the future. The visuals we are looking at represent a modern subway.
7.0 Contact Details
Momentum Brand Guidelines
17.
Color + Line
Momentum Brand Guidelines
18.
Textural + Environmental
Momentum Brand Guidelines
19.
7.0
Contact Details Brand Team:
7.0 Contact Details
Ashley Davis Annie Bunte Bekah Staub Brennan McCullar Gaby Kenyon Janet Fulper Seth Baker Taylor Sample
Momentum Brand Guidelines
20.