{ Brand Manual }
“
Belief can be manipulated.
“
Only knowledge is dangerous.
Mission Statement Postmortem revolutionises how the world engages with communications.
{CORPORATE JARGON} Postmortem is a non-profit publishing platform distressed by the widespread adoption of visual communication as a tool for
cultural manipulation. Politically indifferent, Postmortem strives to criticise covert agendasetting practices from a pro-public perspective. Through digital spaces, Postmortem
encourages user interaction with its developed tools; cultivating an archive of unparalleled commentary on a spectrum of topical issues.
By philosophically recontextualising graphic design as an apparatus for cultural activism, Postmortem’s objective is to, through demonstration, educate
invoke rage amongst the population. These are the cynical annals of a
post-post-modern, totalitarianist, autocracy.
{ENGLISH} You are being MANIPULATED to do sh*t without even realising it. We’re here to show you how.
It’s time to wake the f*ck up.
Brand Promise
Post-Mortem enables regular people to elevate the constraints of control.
Brand Philosophy The Post-Mortem brand philosophy underpins everything we do as a collective. It informs the way our communications look, the way they behave and the way we operate as a platform.
1} ICONIC
3} COMPELLING
a particular issue, rememeber to always keep it simple, powerful and iconic.
and informative to dark and witty. We sound authentic and relevant, informing the public of critical issues through an often satirical tone of voice.
When developing a response to
Our tone ranges from serious
2} INFORMATIVE
4} UNIVERSAL
the morally-gray practices in question. Above all else, we
criticised. This makes our communications inherently
The drive for Post-Mortem to criticise comes from a frustration with the lack of an educational standard on
aim to be informative through our communications.
Our methodologies and messages are clearly communicated through visual metaphors regarding the topic being
open, accessble and easy to deploy on all platforms and media.
Critical. Be vigilant, nobody is above criticism. If they try to manipulate you, burn them.
Pioneering. Innovation and Contrast are key. Find the new angle and introduce the unexpected.
Bold. Be big, expressive and unapolagetic.
Disruptive. Ensure all communications are forceful in their delivery. Be ruthless with emotion.
Post-Mortem Brand Mark The logotype is the cornerstone of the PostMortem brand. Its powerful, bold, form symbolizes the disruptive nature of the brand personality. Likewise, the logotype’s simplicity reflects the need for order, structure and feeling of control that Post-Mortem seeks to distribute. Preferred
Bounding box for contrast
Our logotype is very precious to us. We took our time developing an accurate typographical representation of our philosophy, so please respect it. Do not use PostMortem to brand communications that are not at least 82% relevant to our core principles.
(h)*9.8% fixed border
height of bounding box (h)
Contrast is core to the Post-Mortem brand and should be utilised in all applications of the brand’s visual identity. Do not use low-contrast colour profiles on the Logotype - due to the substantial loss of legibility.
The logotype should start riots from a distance.
Brand Mark Specifications
1} Don’t change the structure.
2} Don’t rotate the logotype.
3} Don’t skew or attempt to make the logotype 3-dimensional in any way. 4} Don’t apply any effects.
5} Don’t apply any colours not specified in the brand identity palette. 6} Don’t apply any strokes to the logotype. 7} Don’t crop, extend or manipulate the logotype bounding box. 8} Don’t make pattern or texture out of the logotype.
BASICALLY, DON’T F*CK ABOUT WITH THE LOGOTYPE
1}
2}
3}
4}
5}
7}
6}
8}
Colour The Post-Mortem colour system reflects a cynical, distrusting brand personality. Our bold and energetic palette - consisting of five tones in addition to white - ensures that Post-Mortem’s communications will be as effective as they are powerful.
{COATED} PANTONE 7507 C
PANTONE 152 C
PANTONE 445 C
PANTONE 5 C
PANTONE 5463 C
PANTONE 151 U
PANTONE 5467 U
PANTONE 5 U
PANTONE 5463 U
{UNCOATED} PANTONE 7402 U
BRAND COLOUR
C
M
Y
K
R
G
B
#HEX
0
14
40
0
254 218 164
#ffdba2
2
64
100 0
237 118 27
#f07801
69
52
50
24
83
95
99
#525f63
55
74
63
63
64
38
41
#402629
82
63
66
77
8
28
28
#081c1c
Colour Specifications The Pantone© references should be used to match for correct reproduction of the brand colours by a professional printer. These standards are included in the current edition of the ‘Pantone© Colour Formula Guide 1000’. Custom CMYK color breakdowns have been selected to provide the best possible point for
process colour reproduction. Where possible these values should be adjusted for the closest match to their respective Pantone© colour swatches. RGB and hexidecimal colour breakdowns have been selected for optimal on-screen applications.
The Post-Mortem brand palette includes the use of both aggresive and neutral colours that complement each other and can be used in any combination; as long as the integrity of the brand is not diminished. IT’S TIME TO BE PROVOCATIVE.
{WARNING} This document has been distributed through both digital and physical formats and therefore the colours on these pages may not be an accurate representation. Please use the the Pantone© swatches (as show opposite) for colour matching.
Typography As with our logotype and colour palette, consistent use of the the designated typefaces - Leto Text Sans Defect and Courier New - reinforces Post-Mortem’s brand identity.
Primary Typeface - Leto Text Sans Defect When using Leto Text Sans Defect, auto or metric kerning is recommended.
Please follow these guidlines for tracking at various sizes.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =!@#£%^&*()+[]\{}:;”<>?.,/
{ { { { {
12 point: tracked -3
The quick brown fox jumped over the lazy frog.
18 point: tracked -15
The quick brown fox jumped over the lazy frog.
24 point: tracked -25
The quick brown fox jumped over the lazy frog.
30 point: tracked -30
The quick brown fox jumped over the lazy frog.
36 point: tracked -32
{
42 point: tracked -36
The quick brown fox jumped over the lazy frog.
The quick brown fox jumped over the lazy frog.
{
94 point: tracked +62
The quick brown fox jumped over the lazy frog.
Courier New should be used primarily for running body copy in communications. If the copy content is a large proportion of the document, ensure that the copy is underlined. Avoid using typeface fonts other than Courier New Regular and Courier New Bold.
Secondary Typeface - Courier New When using Leto Text Sans Defect, auto or metric kerning is recommended.
Please follow these guidlines for tracking at various sizes.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =!@#ÂŁ%^&*()+[]\{}:;â&#x20AC;?<>?.,/
{ { { { {
12 point: tracked -10
The quick brown fox jumped over the lazy frog.
16 point: tracked -5
The quick brown fox jumped over the lazy frog.
18 point: tracked 0
The quick brown fox jumped over the lazy frog.
22 point: tracked 5
The quick brown fox jumped over the lazy frog.
26 point: tracked +10
{
30 point: tracked +20
The quick brown fox jumped over the lazy frog.
The quick brown fox jumped over the lazy frog.
{
94 point: tracked +62
The quick brown fox ju mped over the lazy frog.
Tone of Voice The Post-Mortem brand aspires to establish a world in which those of authroity and power stop being so egotistical. Through an abandonment of manipulative practices, Post-Mortem strives to develop a global environment that promotes true, impartial freedom of speech. The problem is that we live in an world not far from the exact opposite, and itâ&#x20AC;&#x2122;s pretty f*cking stupid.
Unbiased Education
The Post-Mortem brand is a synthesis of combative and impartial behavioural traits; reflected through both the visual identity and tone of voice. One of the most emotive tools used in Post-Mortem
Biased Critique
communications is a seemless shift between informative and aggressive language. This must be applied across all branded material.
You better to be f*cking catastrophic.
Imagery In order to maintain the brand identity standard, all images must adhere to the following guidelines: 1) Images must be distorted through blurring techniques.
3) Images must have their shadows washed out and highlights burned.
2) Images must be desaturated of all colour.
4) Images should have overlaying grain/noise filters.
Post-Mortem should always produce original, eye-catching and memorable communications. When using images, the context of the photograph should always be methaphorically-linked to the content it is accompanying.
When text is overlayed on top of imagery, Adobe© Photoshop’s content-aware scale tool can be used to distort a photograph. The subject of the image should not appear as an accurate representation, but a ‘manipulated’ charicature that still maintains references to the original image. Further image blurring can be applied to subjects that are too dominating within the composition.
“When it comes to chaos, you ain’t seen nothing yet.”
“When it comes to chaos, you ain’t seen nothing yet.”
“Post-Mortem is an astounding platform that provokes cultural
enlightenment amongst all members of the public. Bold, inspiring, and revolutionary, I firmly believe that the Post-Mortem philosophy is exactly what the world needs.” - David Cameron, UK Prime Minister
Who gives a f*ck if he never actually said that? You believed it. We’re here to break the system of exploitation on regular folk like yourselves. Go back to your ‘reality’ TV, or step the f*ck up.