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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

Paris Identity Brand

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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

Paris Identity Brand

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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

Paris Identity Brand

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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

Paris Identity Brand

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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

Paris Identity Brand

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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

Paris Identity Brand

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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.

Paris Identity Brand

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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

Paris Identity Brand

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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.

Paris Identity Brand

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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

Paris Identity Brand

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The Brand Applications

Sample Applications

Paris Identity Brand

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The Brand Applications

Sample Applications

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The Brand Applications

Sample Applications

Paris Identity Brand

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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.

Paris Identity 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.

Paris Identity Brand

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