brand standards 1
mr. otter 2
brand standards
shep 6
the boat the story
4-5
the mission 6-7 the brand
s the sails the design
10-11
the logo 12-13 logo usage 14-15 logo un-usage 16 typography 17 color 18 patterns 19 symbols 20-21 the crew 22-23 stationery
t he seas
the execution
26-27 web
show materials 28-29 live show materials 30 printed materials 31 the website 32-33 the fun stuff
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the boat the s tory
brother abbot 4
Magic Boat is a non-profit children’s live and web-based puppet show. Started by a group of School of the Art Institute of Chicago graduates with dreams of making a children’s show, Magic Boat aims to be a fun and positive addition to kid’s lives. The Magic Boat promises to be a teacher that teaches lessons about having fun being yourself to viewers that they may not get anywhere else, or at least not in the same way. Magic Boat will encourage children to be creative, and to have the courage to live differently. It will
the mission constantly remind its viewers of how special they are and how perfect they were made.
The shows will always be quirky and entertaining but never at the cost of teaching negative messages. Magic Boat will always keep its focus about the children who have allowed the show and its characters enter their lives. Magic Boat will be a loving friend to them and its spirit of positivity and good fun will transcend its own existence as a show and its message will enrich the Magic Boat’s viewer’s lives. Kids always first, fun always first.
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the brand
Here we go! The Magic Boat brand will carry with it the ideas of the mission in a vibrant and youthful personality. It is very friendly and kid focused without speaking down to its audience. Magic Boat knows kids are smart and want to be treated like such. One of the main focuses of the brand is the brand voice, which is a clever and humorous voice that still carries with it a sense of naïvety: much how an 8 year old would talk. This same sense of innocence is carried into the Magic Boat logo and the patterns, typography, colors, and other design elements. With a mixture of photography with hand-drawn elements, the brand carries with it a personality that is refined and professional enough, but at the same time doesn’t take itself too seriously.
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The Magic Boat brand also focuses on the balances that come with growing up, challenges that its audience, and its brand are making constantly. The balance of being silly while being taken as a legitimate business, the balance of having free forms while also remaining restrained, the balance of being clean yet messy, the balance of becoming an adult while staying playful, the balance of taking on responsibility while having fun. These balances are at the core of the Magic Boat brand because this is what the show, its creators, and its audience are all feeling right now. Together, these things will be figured out, and more importantly, it is a comfort knowing that you did not travel this long winding road alone. Now let’s have fun!
caroline 7
s l i a s e th igns the des
WAVE
8.75°
REVERSED STROKE THE WHEEL
1”
1”
1”
The logo can be scaled down and used in one color applications although it should never be scaled down more than a 1 inch width. More information on how to correctly use the logo is featured on the next spread.
1”
10
If you look closely, you can see the different elements of the logo. The logo is made up of wave elements as well as the symbol of the wheel. It has a varying stroke and what looks like a reversed stroke on the wheel. The baseline of the letters are on a wavy line which resides on an 8.75° angle.
the logo
The new logo is designed to show the movement and vibrancy of the Magic Boat.
of the show and the heart and care that is used to create the puppets and the show.
Offered with a slight tilt, the logo emphasizes that the show itself is a little-off and quirky. The letters do not line up on a baseline but flow around each other as if being carried off by a wave. Speaking of which, waves are also flowing within the logo’s typeface itself.
With the introduction of the brand’s primary colors and of the wheel and wave symbols within the logo, it becomes a perfect starting point for the remainder of the elements of the brand which will be explained further in the following pages as will logo usage and unusage.
The hand-drawn quality also emphasizes the handmade quality
starbuck 11
x2 w/6
x
LOGO w/6
y2
w y
w/6
REVERSE SINGLE COLOR
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BUFFERED LOGO
TWO COLOR WITH BUFFER
REVERSE TWO COLOR
The logo is the bread and butter of the Magic Boat brand. It should be a symbol of the brand as well as become a character within the brand. Its usage should be encouraged as a link to the brand but also something that viewers are equally familiar with as the puppets. This logo is not a stagnant shape to be slapped on promotional products. It has a life of its own
logo usage
and should be treated with diginity and how it is being portrayed should always be considered before used. As you can see the examples on the opposite page, there are a few faces of the logo that are used within the brand depending on the situation, although whenever possible, one should always use the original teal and orange. Aren’t you excited to start using such a friendly logo?
When using the Magic Boat logo, there should always be a space buffer around the logo a 1/6 of the width of the wheel. That seems a little ridiculous but we promise it will look better this way. If traced and filled in, the space around the logo can become part of a version of the logo called the buffered logo. Although this should never be the first choice logo, this variation allows for more flexibility using the logo on top of certain colors, images, and patterns. You will see samples of its usage throughout the book. The reverse single and two color logos are reserved for use when colors are limited for printing and other special instances such as tee shirts. They should never be the first choice of logo if printing is not limited.
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logo un-usage
The logo is pretty fun right? But in order to keep consistency, we can’t get too crazy. The examples on the opposite page are of how not to use this logo.
Yikes! Some of these are sure scary. Please DO NOT use any logo variations used on the opposite page. Although some may not seem too bad such as the yellow logo, when the colors change, not only is it confusing to viewers, but it changes the personality of the logo. And we don’t want to do that do we?
brother bear 14
A majority of the logos are just plain hard to read, something not suggested when you want people to remember your name.
DO NOT change the rotation
DO NOT alter the proportions
DO NOT change the wheel’s color
DO NOT color logo buffer
DO NOT use different colors
DO NOT outline logo
DO NOT put logo on pattern
DO NOT put single color on low contrast
DO NOT put logo on low contrast
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typography
The typography of Magic Boat is a key element to the voice of the brand. While the typography of the logo is unique, it is perfectly accompanied by Thonburi Regular and Bold which carries whimsy and energy yet is more reserved and easier to read.
This makes Thonburi a perfect supplement for use throughout the entire rest of the brand including all printed and web applications, such as this brand manual!
Thonburi Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Thonburi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz When it comes to using the typography within collateral pieces, all lowercase is preferred unless it looks really weird such as in the case of the word “i”. when i take a bath, i smell better. See? That just looks weird: please keep the word “i” uppercase. To provide titles to small sections, you may either emphasize by bolding or by using all uppercase (or both!) as can be seen on the opposite page. Certain text can be displayed on a slant. Keep the text box on a 3.5° slant. Please use all special text treatments sparingly to keep them special!
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color
PRIMARY COLOR PALETTE PMS 254-4
PMS 254-4 42%
RGB 91/196/191
RGB 188/227/224
CMYK 60/0/30/0 HEX 5BC4BF
CMYK 25/0/13/0 HEX BDE3E0
PMS 32-2
PMS 32-2 64%
RGB 250/167/24
RGB 253/197/135
CMYK 0/40/80/0 HEX FAA74A
CMYK 0/26/51/0 HEX FDC487
SECONDARY COLOR PALETTE PMS 176-2
PMS 176-2 43%
RGB 105/80/261
RGB 176/164/208
CMYK 70/80/0/0 HEX 6950A1
CMYK 30/34/0/0 HEX B1A5DO
PMS 295-2
PMS 295-2 68%
RGB 148/189/89
RGB 178/206/138
CMYK 40/0/80/10 HEX 94BD59
CMYK 27/0/54/7 HEX B3CE8B
PMS 318-2
PMS 318-2 60%
RGB 98/60/37
RGB 146/116/95
CMYK 60/80/100/30 HEX 623C25
CMYK 36/48/60/18 HEX 92745F
PMS 97-3
PMS 97-3 74%
RGB 241/91/91
RGB 244/134/123
CMYK 0/80/60/0 HEX F15B5B
The secondary color palette is used for other materials within the brand and collateral materials. The lighter tints are used sparingly within the brand and are mainly used for contrast with their darker counterparts, such as you will see in the patterns. Another important color in Magic Boat’s brand is the color white. White is used either on backgrounds, text, or around the logo to create contrast between colors and keep the pieces from being too overwhelming with color.
HEX F5867C
PMS 5-3 63%
RGB 255/214/92
RGB 255/227/152
HEX FFD65C
There are two color palettes and lighter tints of each palette. The colors in the primary color palette are the colors in the logo and used on the basic stationary.
CMYK 0/59/44/0
PMS 5-3
CMYK 0/15/75/0
Color is a very important component within Magic Boat’s brand. The colors within the brand are as fun and varying as the children watching the shows.
CMYK 0/9/47/0 HEX FFE499
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patterns
A very important factor of the Magic Boat brand is the use of pattern in conjunction with other elements of the brand. Each pattern is composed of a color in the color palette and it’s lighter counter part and features an important symbol of Magic Boat (highlighted on the opposite page). The patterns add flavor and energy to the pieces they are featured on and create a sense of movement within the composition. They can be used often but preferably not together.
The most used pattern is the wave pattern which carries with it the wave shapes from the logo. It is often used directly with the logo or the buffered logo. The other patterns, the anchor and the wheel, are secondary patterns that should be used on appropriate supplemental pieces or when the wave patterned has been used within a piece too much. All of the patterns look best on large areas. (check out the dividers) The colors used within the patterns cannot be changed to other color combinations unless they are printed in single color in which shades of grayscale may be used.
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WAVES
ANCHORS
WHEELS
symbols
The symbols used in Magic Boat are further extensions of the brand but in more simplified means. The three symbols are the wheel, the anchor and the waves which are used in the logo and in the patterns on the opposite page.
WHEEL
WAVES
ANCHOR
These symbols are meant to be used to add to Magic Boat materials as well as be used on their own as recognizable elements of the brand. It is not preferred for these symbols to be used together because they would fight for attention, but if for some reason they are, they need to be proportional to each other. The colors of the symbols can be changed from their “normal” colors although the waves may not be as understood if they are not a shade of blue. When using the waves, more wave curls can be added to make the wave longer. A single wave should never be used because it loses it’s understandability. Along the same ideas, the end of the wave should never be shown, meaning the wave should always bleed off of the page or have the beginning and endings obstructed by something. (see page 2 for an example of a correct way to use the wave)
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BROTHER ABBOT BROTHER BEAR MR. OTTER
STARBUCK
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FINN
And here they are, The puppets of the hour! The characters of Magic Boat are the main attraction and full voice of the Magic Boat and should be represented as such with fun and dignity. Whenever imagery of the crew is being used, the characters need to be a prominent feature. Their faces should not be obstructed by anything else on the page although other parts of their body can be. For instance, the bottom part of
the crew
their body should be obstructed (but tastefully) because since they are puppets, do not have an existence past the torso.
One other thing to be taken into account when using images of the characters, their heads should remain in proportional sizes to each other. The only exceptions being Starbuck who must remain about 2/3 the size of the others, and the bird brothers, who’s heads are just a tad smaller.
CAP’N GOWN RYNAN
CAROLINE SHEP
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1/4”
1/4”
1 1/6”
1/6”
1111 north street chicago, IL 60605
magicboat@gmail.com colorphony.com
Date
1/6”
Addressee Name Office/Company Address City, State, & Zip Ahoy there! Thank you friend for taking the time to read this sample letter. Yes this is just a sample letter but there is also valuable information you can learn from it, such as, how to set up this letter. The document margins are .5 inch on the left and bottom, 1 inch on the right. No text or other information except for the logo and the watermark should extend past this. In case you would like to know, the logo is 2.75” by 1.75” and the watermark is 7.125” by 7.75” and is at 8% tint. Both are very cute, wouldn’t you agree? As you can see, There is some information that needs to be filled in before this can be sent out to anyone. Please remember to do so or it might be kind of confusing. Thank you friend. The type treatment on the body of the letter is Thonburi Regular 10pt/13pt. It has a space after of 1 pica with a space after of 2 picas after the recipients address, the greeting, and before the signature. In the left column, the text is 9pt/13pt with the exception of the e-mail and website, which are 10pt/13pt. There is a 1 pica space after the website. As for the content, well that is up to you! Please always include a greeting though. It does not have to be “Ahoy there!” but that works pretty good right? Thank you so much for your support, Keep on sailing! Magic Boat Crew
1/2”
1/2”
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1”
stationery
1/6”
1/6”
Addressee Name Office/Company Address City, State, & Zip
1111 north street chicago, IL 60605
magicboat@gmail.com colorphony.com
16pt/21pt
1”
Although not the focus, it is very important for Magic Boat to have a sophisticated identity and stationery system in order to be taken seriously (but not too seriously) by donors, supporters, and other organizations.
The basic stationery guidelines shown were developed to be added to further stationery items.
wheel sticker
get a closer look at what I’ve found.
1/2”
Information for using the letterhead is printed within the letterhead on the opposite page. The envelopes feature a patterned lining and a quote from the theme song of the show. Each letter is finished off with a captain’s wheel sticker.
The business cards for Magic Boat are different based on whose card it is. All cards feature one of the Magic Boat patterns on the back side with the darker color from the pattern being used for the text on the front. The director’s card will feature the wave pattern, the management and marketing group’s the capitan’s wheel pattern, and anyone involved in the different stages of production will feature the anchor pattern.
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the seas the exe cution
ls ia r e t a m w o h s b e w
A very necessary collateral piece is the title screen of the web shows. This will most likely be the viewers first interaction with the brand before visiting the website or going to a live show. This is a flat sample of the title for the web shows that would appear after the theme song.
finn 26
The waves will be rolling across the screen towards the right as the logo swings in. The character, which would change each episode, would give one last introduction or funny thought that would then lead into the show as the title fades away.
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LIVE SHOW BANNER
The live show banner will hand below the stage on the front of the travelling puppet theater. It will hang there the entire show reminding the audience what they are watching and where they can see more. The actual width of the banner is 8 feet. The purple shirt featured on the opposite page will be a shirt that is not sold as merchandise and is only reserved for puppeteers to wear to performances. The purple is unique enough and is dark enough to not call attention to the performer when in the middle of performing.
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live show materia ls Magic Boat needs to make an impression with the audience members in the parks and other locations where they are preforming before the first puppeteer opens his hands.
The live show collateral will help to already give the audience something to get excited about before the can even encounter the show as well has creating a cohesive and put together look between the show and the performers.
PUPPETEER SHIRT
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ls ia r e t a m d e t in r p
A few of the other printed materials for Magic Boat are highlighted on this page.
To the right is a card that will be sent to the financial supporters of Magic Boat thanking them for their much appreciated support in a simple yet fun way to show them a little taste of where their money is going. They will be die cut to be in the shape of the wheel and then sent in a square envelope based off of the letter-sized envelope. Directly below is a multiuse take away card that simply lists the information for the live and web shows.
car olin e
HOWS LIVE S s 11am r ay tembe saturd h sep d hroug groun may t k play r a p r wicke ois o, illin chicag
HOWS WEB S nday ry mo
eve om hony.c colorp
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bro th
er b ear
WEBSITE
the website The website for Magic Boat needed to be a highly interactive and sophisticated site that is easy to navigate to video content but also includes games and other ways of interacting with the characters. At the start page, the puppets will be talking and introducing the viewer to the life of the show before they click to enter. Afterwards, depending on the page, the character featured at the top of the page will change, introducing the character to the viewer while the character says a little blurb.
A sample of the start up page and a video page. The website will also feature interactive games, information about the web and live shows, and an online shop. There will also be an activities section underneath game where users can download and print activities to do with their families.
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the fun stuff
The collateral featured on this page and the following are a sample of the pieces that would be designed specifically for viewers to take away from the live puppet shows or to order online. The buttons will feature the logo, characters, patterns, and symbols using all of the brand colors, creating a large variety of buttons. The rubber band bracelets will be given out in a pack that would feature the simplest of the brand elements, the anchor and captain wheel although they could be expanded to include the silhouette of characters.
BUTTONS
The trading cards featured on the opposite page are just a sample of the cards that would be created featuring all of the characters to be given to viewers. The tee shirts would be available for purchase in many different colors with some styles featuring illustrations of the puppets. Stickers would also be given out with the other promotional materials to help further the Magic Boat brand and create more personal connections by being allowed into the viewer’s lives, which is the whole point right?
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RUBBER BAND BRACELETS
on
y.c
om
TRADING CARDS
c ol o
STICKERS
rp
h
MERCHANDISE SHIRTS
33
Copyright Š Tayler Westlake 2011 taylerwestlake.com All images by Tayler Westlake Puppets created by Tyler Culligan Magic Boat is trademark property of Colorphony Productions LLC colorphony.com
love,
cap’n gown 35
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