The Visual Standards Manual
03
03 The Visual Standards Manual
A single spark can start a prairie ďŹ re. We will put our effort to push changes happens.
Intro
Rolling Stone is the leader of the young adults who get involved with the culture, the current affair, and the politics to make the world different than yesterday. The new visual system has designed and this book is explaining the visual standard of the new visual system with detailed definitions.
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Table of Contents C2 Visual Standards
C1 The New Logo 1.1
The New Logo
10
2.1
Logo System
18
1.2
Logo Components
14
2.2
Space System
22
1.3
Mark Symbolism
15
2.3
Dimension Restriction
26
2.4
Color Standards
28
2.5
Typographic Standards
30
2.6
Logo Usage Standards
32
2.7
Cooperate Business System
34
C3 Future Direction 3.1
Brand Future Directions
40
3.2
Involved-in Variety
41
3.3
Detail Description
42
3.4
Future Image
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C1 The New Logo The new logo overview of the Rolling Stone.
1.1
The New Logo
1.2
Logo Components
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1.1 The New logo
a. The new logo The Rolling Stone new logo: The spirit of the brand is to encourage the younger group to get involved, which means the tone of the brand need to be impact, cutting-edge and precision.
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1.1  The New logo
b. The anatomy of the logo The anatomy chart measures the logo with a unit X, which shows the proportion of the logo design and the negative space.
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X 0.5X
50°
60°
X
1.5X
0.5X
X 0.5X X
X
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1.2  Logo Components This part explains the components of the logo.
Symbol
Wordmark
Signature
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1.3  Mark Symbolism
Initial R
Sparkling Star
The clean chop of the letter R represent the cutting-edge attitude. The heavy weight represents the impact feeling.
The sparkling star represent that Rolling Stone willing be a beginner who leads the changing. 17
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C2 Visual Standards The detailed definition with explanation of the visual system standards.
2.1
Logo System
2.2
Space System
2.3
Dimension Restriction
2.4
Color Standards
2.5
Typographic Standards
2.6
Logo Usage Standards
2.7
Cooperate Business System
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2.1  Logo System The official format of logo usage have four different form: two signature, one symbol mark, and one wordmark. In this part, the color palate is not included.
a. Signature
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The horizontal version, which is the primary format of the logo use. This version should be the first consideration for the logo usage.
The portrait version which uses while the horizontal version could not meet the requirement of fit the object as the best solution.
_ Vision Standards
b. Symbol
The symbol format is clean and completed, which could use to create impact emotion and minimalism condition.
c. Wordmark
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Same as the symbol, the wordmark could also create the impact emotions, but the wordmark is less express the Rolling Stone than other formats.
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2.2  Space System The clear space surrounds the logo could keep the visibility of the logo. Measure the clear space to maintain the unobstructed and distinctly of the logo with other elements.
a. Signature X
X
0.5X X
0.5X
X 0.5X
X 24
X
X
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X
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X
0.5X X
0.5X
X
X
X
X
0.5X
0.5X
X
X
X
X
The wordmark R in the [Rolling] the left point align at the down left point of the symbol. The negative space right point of wordmark O in [Stone] align at the inside circle of the symbol R.
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2.2  Space System The clear space surrounds the logo could keep the visibility of the logo. Measure the clear space to maintain the unobstructed and distinctly of the logo with other elements.
b. Symbol
X
X
0.5X X
0.5X
X 26
X
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c. Wordmark X
X X 0.5X
X
X
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2.3  Dimension Restriction In order to maintain the clear recognition of the visual system, it is necessary to make a standard of different size logo usage.
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> 1 inch
0.5 - 1 inch
0.25-0.5inch Minimum size = 0.25 inch
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2.4  Color Standards Color Standards defined the color palet for the logo, the variation color combination usage and the standards of using logo on different background. At this part only shows the variation of the primary logo, the other logo version suits this standard as well.
a. Color Palet
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Rolling Stone Red
Black
White
C: 0 M: 100 Y: 100 K: 30 R: 177 G: 15 B: 21 #:b10f15
C: 100 M: 100 Y: 100 K: 100 R: 0 G: 0 B: 0 #:00000
C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 #: ffffff
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b. Reverse Color Usage The logo color variation and the priority background has shown below. Any other combination is not permitted. In the other unavoidable situation of the divergence background color, the logo color usage refers to the white background color.
* While the value of gray background color changed the logo color should be white or black, no red uses on the gray background. * No black logo on the red background. (Also mentioned in Logo Usage, page32)
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2.5 Typographic Standards
The typographic standards listed all the typefaces usage under different situation with the detailed definition. The typographic Standard is not includes the wordmark type, which should only use in the logo.
a. Title / Large Size
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Joanna MT Extra Bold
Joanna MT Extra Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz .,0123456789!?
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz .,0123456789!?
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b. Subtitle / Medium Size Joanna MT Extra Bold
Gotham Black
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz .,0123456789!?
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz .,0123456789!?
C. Body copy / Sides / Numbers / Small Size Photina MT Std Regular
Courier Std Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz .,0123456789!?
Aa Ii Qq Yy
Bb Jj Rr Zz
Cc Dd Ee Ff Gg Hh Kk Ll Mm Nn Oo Pp Ss Tt Uu Vv Ww Xx .,0123456789!?
Courier Std Bold Italick
Gotham Bold Italic (Small Numbers)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz .,0123456789!?
.,0123456789!?
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2.6  Logo Usage Standards Besides the standards mentioned before, this part listed the other logos bans. At this part only shows the primary logo as example, the other logo version should follow this standards as well.
a. Logo Format Bans
No Stretch
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No rotate
No missing part
No outline
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b. Color Bans
No mix color on symbol
No red on gray
No red on black
No similar gray level
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2.7 Cooperate Business System
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The business system represent the identity of the Rolling Stone, which should following the visual system standards.
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a. Business System
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2.7 Cooperate Business System
The business system represent the identity of the Rolling Stone, which should following the visual system standards.
b. Activity Staff Shirt
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c. Activity Snack Package
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_ Future Direction
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C3 Future Direction The future image for the business strategy and products of Rolling Stone.
3.1
Brand Future Directions
3.2
Involved-in Variety
3.3
Detail Description
3.4
Future Image
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3.1  Brand Future Directions Through media, the Rolling Stone encourages the audience to get involved in culture, current affair and politics to push change. The media that mentioned before includes events, social media, the service, and environments. All the products that Rolling Stone delivers in the future have listed below.
Events C A P C A P C A P C A P C A P
EV_art01 EV_art02 EV_art03 EV_cfr01 EV_cfr02
Annual Issue Art Exhibition Design Changes Competition Movie Night Involver Talk Intercultural Solution Exchange
Media Product C A P C A P C A P C A P C A P C A P C A P
MP_onl01 MP_onl02 MP_onl03 MP_onl04 MP_onl05 MP_onl06 MP_ofl01
News Twitter Online Magazine Buzz Feeding App Politics Forum Social Observer Vlog Debate Talk Show Rolling Stone Entertainment
Service and Environment C A P C A P C A P C A P C A P C A P
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SE_serv01 SE_serv02 SE_serv03 SE_serv04 SE_serv05 SE_evm01
Abroad Information Education Vote Info Feeding Service Vote Volunteer Group Protest Expresses Support Protest Organizing Hub Networking space
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3.2  Involved-in Variety The Involved-in Variety chart has explained the relationship of the future delivery of the Rolling Stone.
Get Involved Culture EV_art02 EV_art03 SE_serv01 SE_evm01
EV_cfr02
MP_onl03 MP_onl06 MP_ofl01
Current Affairs
EV_art01 EV_cfr01
Politics
MP_onl01
SE_serv02
MP_onl02
SE_serv03
MP_onl05 SE_serv04
MP_onl04
SE_serv05
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3.3 Detail Description
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[Event]
[Event]
EV_art01
EV_art02
Annual Issue Art Exhibition
Design Changes Competition
Introduction
Artwork exhibition related to a world big issue topic, such as environmental protection, etc.
This competition awards for well-designed solutions for the specific current issues
Description
Except for the article, the other thing could make people thinking is artworks. An art annual exhibition held current hot topic could raise awareness about this issue.
The design makes the world better. After raising awareness if a current issue for the general public, Design Changes Competition offers an opportunity for designers to solve problems through their professional acknowledgment of this issues.
Mission-focus
The artwork in the exhibition gathering the audience to get involved with the culture and current issues, so that make the general public think.
The Design Changes Competition try to award people who get involved through their skills, so that helps designer come up with the solutions.
Differentiators
[Burning Man][MoMA] Compare with the Burning Man, Annual Issue Art Exhibition focuses more on one issue instead of a wide range topics. Unlike MoMA which exists for statable long-term exhibitions, Annual Issue Art Exhibition is held at a same time in different cities once a year.
[Red Dot] Different with the Red Dot, the Design Changes Competition is more focus on one kind of issue but including different type of design instead of have wild range but only focus on one or two categories of the design area.
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[Event]
[Event]
[Event]
EV_art02
EV_cfr01
EV_cfr01
Movie Night
Involver Talk
Intercultural Solution Exchange
Rolling Stone shows old movies which have cultural relevance for the younger generation.
Multiple directions and academic categories for reporting, documenting and solutions for issues
Conference for the expert exchange of idea for similar issues happening in different countries
The Rolling Stone Movie Night sells tickets to old movies which we show for the younger generation who have not watched these old movies.
Besides the art and the design solutions, Involver Talk gives a stage for other categories and professional areas for raising awareness and solving existing problems.
The similar problem happens in the different country may come up with the divergent solution under the different policies, but the idea could be exchanged to help come up with an efficient solution. More focus on the business.
Movie Night gathers the younger generation together to watch a culturally relevant movie so that they can rethink current social issues.
Lectures also get the general public involved in, so that make publics caring about current issue.
Conference get successful entrepreneurs involved in, so that helping solve issues through business and further benefit the public.
The Movie Night will select social affairs relevant or culturally high valued movie instead of random movie sharing.
[Ted Talk] The Ted Talk is more focused on the accomplishments of several topic issues, The Involver Talk is connecting with the two other annual exhibitions that provide competition and give an extra range of career and academy panelists.
[WTO] Less politic influence but more business idea exchange in different culture background.
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3.3  Detail Description
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[Media Product]
[Media Product]
MP_onl01
MP_onl02
News Twitter
Online Magazine
Introduction
Current affairs twitter account
Online magazine capturing major issues
Description
Reporting the current affairs with The Rolling Stone perspective.
Journalists and columnists produce articles with progressive perspectives on current affairs.
Mission-focus
News Twitter feed the audience the information to get their attention on current affairs with neutral tone, so that makes public get more informations.
Online Magazine feeds the audience the information to get their attention of current affairs but with more personal perspectives, so that public could get deeper information.
Differentiators
[The onion news] The Rolling Stone perspective is more journalism rather than entertaining.
[Vice] The Rolling Stone have more Professional and credible style instead of underground attitude.
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[Media Product]
[Media Product]
MP_onl03
MP_onl04
Buzz Feeding App
Politics Forum
New tech, product evaluation and impact analysis
Topic provided on the forum for freely discussing
Technic represent the evolution. Feeding the audience new technology and product happening all around the world.
According to the RS News and the RS Online Magazine, the forum provides politics related topics. The audience gets to write on their favorite issues, enabling them to express their own perspective.
Buzz feeding app gives the audience the information to get their attention on technology news so that the public who have a specific focus area could get more information.
Politics Forum make the audience actually makes involved based on their understanding of the news, so that the audience may push to change things.
Buzz feeding app will focus on the technology news instead of entertainment.
[Reddit][Quora] Instead of random topic, the Rolling Stone Forum provide specific topic and title for the discussing.
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3.3  Detail Description [Media Product]
MP_onl05
Social Observer Vlog
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Introduction
Influential people share their thoughts and point of view through Vlogs
Description
Young people watch vlogs more than read articles. The Social Observer Vlog encourages and helps influential people build their vlogs and spread their point of view according to the current affairs.
Mission-focus
Social Observer Vlog makes the content and the idea easier for Millennials, so that they can influence more people to think.
Differentiators
Compare with the popular Vlogs, the Social Observer Vlog will more focus on the thoughtful ideas which come up with the influential people instead of only description.
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[Media Product]
[Media Product]
[Service and Environment]
MP_onl06
MP_ofl01
SE_evm01
Debate Talk Show Rolling Stone Entertainment
Networking Space
Opinion poll and debate show regarding ethical question in daily life
Entertainment area buzzfeeding offline magazine
Networking environment and atmosphere
Every televised episode poses an ethical question on a topic related to ordinary life and two opposing groups of ordinary people participating in the debate.
Article major magazine under the categories of entertainment such as music, movie. Dig deeper than the music and the movie itself by providing its contest in the real world.
Provide space for networking and interaction as well as some individual private space. Providing discuss topic for them to lead the conversation happens.
Debate Talk Show encourages ordinary people to participate in an ongoing conversation. The Talk Show engages the public in current affairs and culture.
Rolling Stone Entertainment leading deeper inquiry for the audience and get their attention on the issue, so that Rolling Stone may effect further more real people.
Networking Space get people meet together and having interaction in the real world,so that could drive more people get involved and having deeper thought to push the changing.
The Rolling Entertainment will introduce the news related to entertainment instead of valueless gossip or scandal.
All the networking space are focus on connecting groups of people, besides that, the Networking Space have extra space for some individual private space.
[BB King] A Chinese online talk show gathering Professional debaters together to having the conversation based on the social situation. The Debate Talk Show will encourage ordinary people to get involved.
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3.3 Detail Description [Service and Environment]
SE_serv01
[Service and Environment]
SE_serv02
Vote Info Abroad Information Education Feeding Service
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Introduction
Cultural education service
Educational Service of vote
Description
Educate people who have plans for living abroad about the cultural environment and the politic of the destination country.
Provide young adults with the information they need to make a decision about candidates.
Mission-focus
Abroad Information Education feeds the audience the information of multiple cultures, so that different culture background people could get involved with a wider world.
Vote Info Feeding Service gathering the younger generation together to give support for lack of information, also we will raise the awareness about the importance of caring politics.
Differentiators
Compare with the scattered information on the Internet, Abroad Information Education gives the personalized serves.
Vote Info Feeding Service gathering the younger generation together to give support for lack of information, also we will arise the awareness about the importance of caring politics.
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[Service and Environment]
[Service and Environment]
[Service and Environment]
SE_serv03
SE_serv04
SE_serv05
Vote Volunteer Group
Protest Expresses Support
Protest Organizing Hub
A volunteer group gethering people for change
Helping spread the protests issue and their proposition through Rolling Stone
Helping one particular protesting organizing the information together
Rolling Stone organizes a group to get people to vote at the local voting poll on voting day.
The Rolling Stone set an issue protest collecting and evaluating group. The evaluated protest idea, like MeToo, spread through the help of Rolling Stone media.
The protest Organizing Hub helps variety protests organize their information and gathering them together as an information resource for the sponsor and the follower.
Vote Volunteer Group gathers people together to actually help the vote, so that they can make a difference.
Protest generalize Support helping express the issue to the world so that more related problem could have more attention from the public.
The Protest Organizing Hub is helping the protests develop the size and the influential so that the general public will care more about social affairs.
Vote Volunteer Group is not only affected the general public but more focus on help volunteers to get a deeper understanding about politics.
Taking the advantage of the influential of the Rolling Stone could help the valued protest express faster and more powerful than it used to.
Compare with the Protest Expresses Support, the Protest organizing Hub is focused on helping exist protest to explore the possibility of development by a consistent solution.
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3.4 Future Image
[Event]
EV_art01
Annual Issue Art Exhibition Artwork exhibition related to a world big issue topic, such as environmental protection, etc. Except for the article, the other thing could make people thinking is artworks. An art annual exhibition held current hot topic could raise awareness about this issue. The artwork in the exhibition gathering the audience to get involved with the culture and current issues, so that make the general public think.
For more information check rsgetinvolved.com
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3.4  Future Image
[Media Product]
MP_onl02
Online Magazine Online magazine capturing major issues Journalists and columnists produce articles with progressive perspectives on current affairs. Online Magazine feed the audience the information to get their attention of current affairs but with more personal perspectives, so that public could get deeper informations.
For more information check rsgetinvolved.com
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3.4 Future Image
[Service and Environment]
SE_evr01
Networking Space Networking environment and atmosphere Provide space for networking and interaction as well as some individual private space. Providing discuss topic for them to lead the conversation happens. Networking Space get people meet together and having interaction in the real world,so that could drive more people get involved and having deeper thought to push the changing.
For more information check rsgetinvolved.com
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Get excited about the changing future with Rolling Stone.
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Designer Viego Yuge Liu
Typeface
Tool
Sources
Joanna MT Photina MT Std Folio Std Gotham Courier Std
Adobe Creative: Illustrator Photoshop InDesign
rollingstone.com wikipedia.org unsplash.com/photos
Nature of Identity GR.604 Instructor: Hunter Wimmer FA2018,AAU.
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