BRAND IDENTITY STYLE GUIDE
TABLE OF CONTENTS IN T R O DU C T IO N
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B A S IC E LE M E N T S
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S TAT IO N E R Y
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S IG N AG E
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U S E R IN T E R FAC E
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PROJECT BRIEF, DESIGN OVERVIEW
COLOR PALETTE, TYPEFACES, LOGO, ORNAMENTATION
LETTERHEAD, ENVELOPE, BUSINESS CARD, COMPACT DISC AND DISC SLEEVE, PRESENTATION FOLDER
ENTRANCE SIGN, DIRECTIONAL SIGNS, SIDEWALK SIGN, RULE BOARD, EVENT BOARD
TABLET LAYOUT, TABLET MOCKUP, MOBILE LAYOUT, MOBILE MOCKUP
INTRODUCTION 6
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P R OJE C T B R IE F The purpose of this brand identity style guide is to establish a visual standard for the Pinball Hall of Fame brand. The Pinball Hall of Fame is a local nonprofit establishment located on Tropicana and Spencer , and is essentially a freeadmission vintage arcade. A private collection that has been opened to the public, the Pinball Hall of Fame boasts a lineup of over 200 pinball cabinets and roughly 20-30 other miscellaneous arcade cabinets and vintage games. All of the profits go towards the Salvation Army. The entire Pinball Hall of Fame experience is extremely casual, inclusive, and accessible. There are no admission fees or lines to get in; one simply walks through the door, and the games are right there. The machines are pay-to-play, but they cost mere quarters per turn (the most expensive being 50 cents per attempt), and change machines are conveniently provided on-site. Vending machines and restrooms are also available within the building. The Hall of Fame's hours are long, at 12-13 open hours per day, providng time for people with virtually any schedule configuration to enjoy the experience it has to offer. In summary, the games are there for customers to easily enjoy, so long as they respect both the cabinets and their fellow patrons. In my opinion, the Pinball Hall of Fame brand intends to capture the joy of vintage arcade-style gaming with as few obstacles to the customer as possible.
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DE S IG N OV E R V IE W The establishment's proximity to UNLV makes for a lot of student traffic, so the general audience of the Pinball Hall of Fame is not only comprised of older individuals wanting to relive their experiences with pinball, but younger people looking for interesting time-killers as well. Despite a large chunk of the audience being young adults and families, the branding remains outdated and basic; most of the signage simply consists of black text, most likely arial, set on a yellow background. My goals in redesigning the Pinball Hall of Fame brand are to create an engaging, dynamic, graphic logo that conveys the general feel of the place, all while using elements of that same logo to create unity throughout all of the materials I create for the company. The Pinball Hall of Fame needs a fresher look, but this rebrand cannot reduce its outdated logo to a completely clean, minimalist symbol; it has to retain some of the nostalgia that the establishment is intended to represent. A simple, tech startupesque logo would hardly match the old machines contained inside the building. By using mechanical elements from pinball cabinets and incorporating the energy of a moving pinball into the logo's wordmark and symbolism, I think I have achieved a balance between the nostalgia and modernness I'm striving for.
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BASIC ELEMENTS 10
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S E C T IO N OV E R V IE W The Basic Elements section of the Brand Identity Styleguide details the Pinball Hall of Fame’s main recurring design elements, including color palette, brand-specific typefaces, and logo. It also explains what the brand’s ornamentation elements are, and how to use them.
C O LO R PA L E T T E T Y P E FA C E S LO G O O R N A M E N TAT IO N
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C O LO R PA LE T T E There are 5 colors in the Pinball Hall of Fame color palette: White, Yellow, Light Blue, Dark Blue, and Black. The latter four are all used in the logo, while White is typically used as a background color in most materials. Yellow and Blue were chosen as the main colors for three main reasons. First, yellow and blue form a strong, high-contrast complementary pair. Second, these particular shades of yellow and blue evoke a classic, retro feel that represents the overall atmosphere of the establishment well. Third, in a similar vein, this shade of yellow is meant to represent the "golden age" of pinball, which is the era the Pinball Hall of Fame experience aims to capture. The purpose for having two different shades of blue originated with the logo's bumper graphic, which is intended to appear 3-dimensional, but the extra option for blue helps create variety.
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M A IN T Y P E FAC E S The Pinball Hall of Fame logo, as well as its branding materials, mainly utilizes two variants of the Acumin Variable Concept typeface. These two styles are Acumin Variable Concept SemiCondensed Bold and Acumin Variable Concept Wide Medium. As an example of their use, the word “PINBALL” in the logo is Acumin SemiCondensed Bold, while the words “HALL OF FAME” are in Wide Medium. When either one of these typefaces is used, they must be in all caps, just as they are in the logo.
SEMICONDENSED BOLD: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X x Yy Zz W IDE M E D IU M : A a B b C c D d E e F f G g H h Ii J j K k L l M m Nn Oo Pp Qq Rr S s Tt Uu V v W w X x Yy Z z
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S E C O N DA R Y T Y P E FAC E S For smaller or more dense copy, another variant of Acumin is used: Acumin Regular. When Acumin Regular is being used, it does not have to adhere to the all-caps rule, as that would impede legibility in larger paragraphs. Using style and weight variants like Acumin Regular like Acumin Italic and Acumin Bold is certain contexts (for example, small headers and emphasis) also acceptable.
REGULAR: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj K k Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X x Yy Zz Hierarchically speaking, elements using SemiCondensed Bold are at the top, followed by Wide Medium and then Regular. It follows, then, that SemiCondensed Bold is reserved for the most hierarchically important titles, while Wide Medium is reserved for headers. Acumin Variable Concept Regular should only be used for paragraph copy, or otherwise for content organized underneath a Wide Medium header. A SemiCondensed title would be used to distinguish a group of Wide Medium headers. An additional rule to consider when choosing the appropriate typeface to use regards ornamentation, which will be discussed next. The only typeface that should intersect with ornamentation is Acumin Variable Concept SemiCondensed Bold.
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LO G O P H ILO S O P H Y
The Pinball Hall of Fame Logo is meant to embody the rapid movement and energy of a pinball. This movement is illustrated both by the yellow streak symbol and the overall shear of the type. The pinball bumper graphics are meant to be a bracing element, as they fill the angled negative space created by the shear and complete the implied rectangular frame around the logo. The bumpers and two lines of text are perfectly aligned, but the streak is intentionally slightly off-center, as it is an asymmetrical element. The offset created by the streak is accounted for in the logo’s file, but one should keep in mind that, when centering the logo horizontally, it is the word “PINBALL� that should be horizontally centered, not the logo as a whole.
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B & W LO G O A N D R AT IO S .25x
.4x
.25x
5x 6.15x
The logo does not have perfect ratios, and the ratios are generally difficult to gauge because of the shearing, but there is a logic to the spacing and alignment used. "PINBALL" and "HALL OF FAME" are totally horizontally aligned, and each of the bumper graphics are horizontally aligned to the side of those elements that they sit on. "PINBALL" is roughly the same height as the bumpers, and each element has roughly a quarter of that length between it and other elements.The main logo as a whole spans about 5 of that arbitrary length, with the background streak being a little bit wider. When the logo is scaled, its intrinsic ratios are not to be distorted.
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M A S T E R LO G O
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VA R IAT IO N S
The Pinball Hall of Fame logo is intended to be placed on a clear white background; if it is placed on a background color that matches any of the brand colors, part of the logo will be invisible. However, if it is absolutely necessary that the logo is placed on a dark or completely black substrate, the first variant pictured (the inverted monochromatic version) can be used. Use of this variant should be kept to a minimum, as its colors do not reflect the ethos of the brand the same way the master logo does. There is also a partially-transparent variant provided for situations where one might want to use the logo as a watermark, or otherwise as some kind of loweropacity design element. This is acceptable, but it should be accompanied by at least one fully-opaque, full-color version of the logo somewhere in or on the given design. Specific opacity adustments are up to the discretion of the designer.
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R E S T R IC T IO N S
The intrinsic ratios of the logo are not to be distorted; when scaling, the horizontal and vertical scales must be constrained to each other. All elements of the logo must be present at all times, including the bumpers, streak, and subtitle. Finally, the bounding box of the logo must be parallel, or square, to the edges of the design it is on; the orientation cannot be altered in any way except in 90 degree increments. 21
C LE A R S PAC E A N D M IN . S IZ E C L E A R S PA C E Because of the balancing and asymmetry of the logo, the minimum clear space around the logo is measured from the text and bumpers, not the yellow streak.
.5x
M IN IM U M S IZ E The example below demonstrates the smallest usable size for the PHOF logo.
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O R N A M E N TAT IO N Y E L LOW/N AV Y A N G L E D E L E M E N T The Yellow or Navy Angled Element is an accent derived from the yellow streak in the logo. The element is intended for use at the bottom edge of a given page, but can also be used at the top of a space as well. Three sides of the shape must bleed off of the page, as seen in the example. The angle used in the fourth side is arbitrary and can vary, but it should not be an angle parallel to the bottom of the page. The Navy variant is typically seen at the top of a space rather than the bottom.
B UMPER ELEMENT The Bumper Element is the same as the left bumper graphic in the logo, but with the angle adjusted to make the bottom edge of the bumper parallel to whatever horizontal edge it is closest to. It can be mirrored, but should always point into the page rather than outward. The element is typically used to accent corners.
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STATIONERY 24
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S E C T IO N OV E R V IE W The Stationery section of the Brand Identity Style Guide details the ratios and design philosophy employed in the company's stationery.
LE T TER HE A D E N V E LO P E B U S IN E S S C A R D C O M PA C T D IS C A N D S L E E V E P R E S E N TAT IO N F O L DE R
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LE T T E R H E A D
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E N V E LO P E
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B U S IN E S S C A R D
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C O M PAC T DIS C A N D S LE E V E
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P R E S E N TAT IO N F O LDE R
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SIGNAGE 32
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S E C T IO N OV E R V IE W The Signage section of the Brand Identity Style Guide details the scale and ideal positioning of the brand's signage, while also showcasing each sign within an insituation mockup created from photos of the actual Pinball Hall of Fame building.
P R E V IO U S S IG N A G E E N T R A N C E S IG N IN T E R IO R D IR E C T IO N A L S IG N S S IDE W A L K S IG N R U L E B OA R D E V E N T B OA R D
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E N T R A N C E S IG N Featuring an actual logo instead of plain black text on yellow, the exterior entrance sign is meant to be dynamic and eye-catching.
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IN T E R IO R DIR E C T IO N A L S IG N S These hanging signs help customers find various services within the building.
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S IDE W A LK S IG N This double-sided sign is meant to be used outside in order to generate interest from the pedestrian and vehicle traffic on Tropicana. It would be placed either right outside the building, or on the sidewalk nearby.
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R U LE B OA R D This sign is a simple rule board meant to be hung just slightly above the top of the machines, so that it is legible from a distance.
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E V E N T B OA R D Finally, the event board is designed to be wedged into a corner between two machines, so that it doesn't impede walking. It would detail upcoming competitive and educational events taking place within the building.
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USER INTERFACE 46
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S E C T IO N OV E R V IE W The User Interface section of the Brand Identity Style Guide showcases the redesign of the Pinball Hall of Fame's website, demonstrating its search functionality and ability to display upcoming events. Both a tablet and mobile version are provided, along with mockups.
TA B L E T L AYO U T TA B L E T M O C K U P M O B IL E L AYO U T M O B IL E M O C K U P
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TA B LE T L AYO U T
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TA B LE T M O C K U P
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M O B ILE L AYO U T
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M O B ILE M O C K U P
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PINBALL HALL OF FAME B R A N D IDE N T IT Y S T Y LE G U IDE DE S IG N E D B Y C O N N O R H O L M E S