Identity Standard Manual
THE BRAND ELEMENTS
01
BRAND OBJECTIVE GRAPHIC IDENTITY LOGO USAGE LOGO GUIDLINES
THE PARIS BRAND
02
KEY WORDS COLOUR PALETTE TYPOGRAPHY SETTING VISUAL BOARDS IMAGERY STYLE WRITING LANGUAGE
THE BRAND APPLICATIONS STATIONERY SYSTEM SIGNAGE EXTENSION SAMPLE APPLICATIONS POSTERS WEBSITE
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THE BRAND ELEMENTS BRAND OBJECTIVE GRAPHIC IDENTITY LOGO USAGE LOGO GUIDLINES
01
Brand Objective Our brand identity is central to our communications plan and through it we seek to convey an accurate sense of what makes Paris unique. These guidelines have been produced to help you understand
- a confident and contemporary European city - a quality leisure and business tourism destination - a competitive place for companies to locate and grow their business
the brand values and to apply our
- a great place to live
brand identity consistently.
- a place that attracts and retains talent - a magnet for world-leading research
Welcoming, Sociable, Witty, Genuine
Optimistic, Determined, Dynamic, Vibrant
and innovation
Our new brand is distinctive, credible, sustainable.
Paris Identity Brand
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The Brand Elements
Graphic Identity The graphic identity is the visual interpretation of our brand. It projects Belfast’s energy and optimism and acts as the heart of the city, reflecting its warm and welcoming nature. These guidelines demonstrate how the graphic identity can be used and sets out rules to ensure that it is applied consistently.
paris
paris
paris
paris
paris
paris
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The Brand Elements
Logo Usage An exclusion zone is in place to make sure that other graphic material or type does not interfere or detract from the identity. This exclusion zone should also be the minimum when positioning the identity close to the edge of a page or trim area. The zone equates to a space that uses the width or height of ‘P’ as shown below. This is the recommended minimum area, wherever possible allow more space.
Paris Identity Brand
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The Brand Elements
Logo Guideline These guidelines demonstrate
Correct
Incorrect
Keeping with correct ratio
Don’t stretch unproportionaly
Only orientations are upright and vericaly upward
Don’t rotate in any orientation
Use solid white to reverse-out logo
Don’t applying any background or borders.
how the graphic identity can be used and sets out rules to ensure that it is applied consistently.
V
V
V
V
V
V
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A city’s brand is an extension of its reputation for every aspect of city life. The brand’s value will be enhanced by the positive experiences of citizens, investors, visitors and all those observing Paris from a distance.
THE PARIS BRAND BRAND OBJECTIVE KEY WORDS COLOUR PALETTE TYPOGRAPHY SETTING VISUAL BOARDS IMAGERY STYLE WRITING LANGUAGE
02
The Paris Brand
Typographic Setting The typeface ‘Bodoni’ has been selected to accompany the new identity. For setting text, use the primary typeface Helvetica Neue. There are three weights available to give flexibility and impact.
Bodoni Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijkl mnopqrstu vwxyz Paris Identity Brand
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The Paris Brand
Colour Palette A palette of 6 main colours and 12 t i n t s e x i s t s f o r t h e i d e n t i t y. T h e l o g o can be reproduced in any of these c o l o u r s a s s h o w n e d b e l o w.
C_040 M_099 Y_025 K_004 R_137 G_040 B_111 #_89286F
C_000 M_096 Y_021 K_000 R_204 G_040 B_118 #_CC2876
C_060 M_081 Y_000 K_000
C_000 M_020 Y_083 K_000
R_113 G_081 B_157
R_242 G_203 B_082
#_71519D
paris
paris
#_F2CB52
paris
C_073 M_013 Y_008 K_000
paris
paris
paris
R_096 G_168 B_210 #_60A8D2
C_000 M_096 Y_021 K_000 R_204 G_040 B_118 #_CC2876
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The Paris Brand
Visual Board One
Eiffel Tower
Romance
Lights
Landmark
Love
Shine
Memorable
Passion
Sparkly
Awe
Memories
Colour
Inspiring
Experiences
Bright
Spectacular
Elegant Night
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The Paris Brand
Visual Board Two
Eiffel Tower
Romance
Lights
Landmark
Love
Shine
Memorable
Passion
Sparkly
Awe
Memories
Colour
Inspiring
Experiences
Bright
Spectacular
Elegant Night
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The Paris Brand
Visual Board Three
Eiffel Tower
Romance
Lights
Landmark
Love
Shine
Memorable
Passion
Sparkly
Awe
Memories
Colour
Inspiring
Experiences
Bright
Spectacular
Elegant Night
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Creative photography of Paris and its people is a powerful media to capture and communicate the brand’s key attributes, challenging viewers to reconsider previously held opinions of the city. These guidelines apply to images of Belfast at work, rest or play.
The Paris Brand
Imagery Style Measure the image quality itself against the brand attributes - vibrant, dynamic, inspiring. Like the city itself, nothing about the images should be commonplace. Photography is a key element of the Paris brand identity. A mix of images comprising place, people and events can form a storyboard full of unique references that differentiate our city.
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The Paris Brand
Imagery Style Imagery Style Images should go beyond the “tourist lens view� to provide new perspectives to engage and inspire the target audience.
Grunge / Dirty Texture
V
No special effect filters
V
Desaturated and lifeless
V
Too busy, Hectic and Chaotic
V
Empty and desolated
V
Lack action and movement
V
Negative conotation
Blurry
V
V
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The
THE BRAND APPLICATIONS STATIONERY SYSTEM SIGNAGE EXTENSION SAMPLE APPLICATIONS POSTERS WEBSITE
03
The Brand Applications
Stationery System The stationery system should be consistenc with the identity brand and use appropriatedly as shown in the examples.
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The Brand Applications
Signage Extention 5 additional logo is to be used for public transportation. Notice the colors are devired from the main color paletes.
Public transportation signage system; Bus, Taxi, Metro, Airport, & Ferry.
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The Brand Applications
Sample Applications Here are some examples of the new identity in action. These images reflect the flexibility of the identity and how it can appeal to different view
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The Brand Applications
Sample Applications
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The Brand Applications
Sample Applications
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The Brand Applications
Sample Applications
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The Brand Applications
Sample Applications
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The Brand Applications
Environmental Poster These series of three posters were created to show the essense of the city and building upon the idea of the brand.
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The Brand Applications
Environmental Poster M-real USA Corp. is proud to announce Duffy & Partners is the winner of the prestigious Zandi Award. This Zandi Award for Best of Show was given for The Bahamas Brand Book entry which was awarded for outstanding design and print quality in the graphic arts.
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