03 visual standards manual by WEIFENG (SENT) KONG

_Re-branding for HIGH TIMES magazine _03. Visual Standards Manual

First published 2016 ÂŠ2016 Weifeng (Sent) Kong Designed by Weifeng (Sent) Kong www.forthechronic.com All rights reserved. No part of this publication may be reproduced, stored in retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the written permisssion of HIGH TIMES magazine.

Description

Logo principles

Logo don'ts

Typography

Color palette

Future opportunities

description After 42 years of development, HIGH TIMES has walked through a lot of successes in marijuana legalization. By the year of 2016, the HIGH TIMES brand is fading out of people's mind. "I haven't seen that magazine maybe like 15 years ago!" Elric said, the sales manager of Grass Roots. So we decided to give it a shot, rebranding HIGH TIMES as health care outfit for adults and middle age people in the United States. We hoped to remain the soul of HIGH TIMES, which is marijuana can make life better. To channel that soul, we aimed on medical use aspects, and we hope to extend the brand through education, science, and experience. HIGH TIMES magazine dedicates to provide informed reports of the health benefits of cannabis plants through news, culture, entertainment, law, medical advances and cultivation. But in the past 2 decades HIGH TIMES magazine wasnâ&#x20AC;&#x2122;t able to present the right contents and has lost many audience.

Current logo

Logo principles

main logo The new logo of HIGH TIMES has changed to light green color. Incorporating with a circle, a cross and the first letter H. We wanted the brand to focus more on medical aspect than growing equipment advertises. Obviously the cross stands for health care, medical, and clinical; the circle stands for explore and discover, that was an important purpose of HIGH TIMES; by merging those three components together, we eventually have the new logo done. When seperating the logo as a symbol, it should contains the feeling of a "TV channel", a channel for health care, a channel for better life.

This is the new logo for HIGH TIMES. The color inspiration from the Green Cross logo and we improved the color to a brighter medical green.

logo anatomy

This is the logo incorporated the cross and the term HIGH. The circle perfectly cut on the corners of the H.

Signature

Symbol

Wordmark

logo system Signature

Symbol

These are three official formats in our logo system, Signature, Symbol and Wordmark.

Wordmark

logo clear space

The clear space on each side of the logo should always be equal to or greater than the required distance. It should never be intersected or intruded upon by any graphic object or edge.

18x 2x

6x 9x x

2x x

Signature

x x x

13x Wordmark

6x 9x

2x x

8x Symbol

alternate logo versions

Single color in black & white, and selected colors for the brand. They should never be changed by any reasons, except rebranding again by other designers.

Single color, black & white versions

Follow the logo anatomy and logo clear space if deconstructing these three color logos into symbol and wordmark. They should only swap the color from the original signature, symbol, and wordmark.

Experience

Entertainment

Science

logo size guideline

Size 2 inches

Size 1.5 inches

Size 1 inch

Size 0.5 inch (scaled with proportion )

The logo size should not be smaller than 0.5 inch in any circumstance; greater than 2 inches is appropriate. Please follow this standard when changing the size of the logo.

Logo don'ts

Logo don'ts A, Do Not only use outline for the logo. B, Do Not use any color of gradient effect. C, Do Not exchange the original logo colors. D, Do Not put drop shadow under the logo. E, Do Not distort and stretch the logo. F, Do not use any color to outline the logo. G, Do Not rotate logo to any angle, only horizontal. H, Do Not fill in other colors or imageries into the logo.

Typography

typography

Bebas Neue

New logo type

bebas neue

Avenir book

ab c de f h i jk l m n o p qr s tu v w xyz 1234567890 ,.?! ;:' " @ # $ %^ & *()- – — _ =+/ []{ } \ |

abcdefhijklmnopqrstuvwxyz 1234567890 ,.?!;:'"@#$%^&*()-–—_=+/[]{}\|

Egyptian Slate regular ABCDEFGHIJKLM NOPQRSTUVWXYA abcdefhijklmnopqrstuvwxyz 1234567890 ,.?!;:'"@#$%^&*()-–—_=+/[]{}\|

Color palette

color system

Please follow the required color palettes and the system should never changed by any reasons except other designers rebranding again.

Strain: Lemon OG Kush

Strain: Pink Lemonade

PANTONE 367 C

PANTONE 485 C

CMYK 40 0 81 0

CMYK 0 95 100 0

Strain: Diamond Haze

Strain: Purple Haze

PANTONE P 122-7 C

PANTONE P 101-8 C

CMYK 86 0 25 21

CMYK 100 94 0 50

Future opportunities

A BETTER HIGH

Today, we want to spread an important message to society and inform people about the facts on medical cannabis. HIGH is now leading people into scientific territory.

R-1. Grocery stores

E-15. Creative people

I-27. Pro tools

R-2. Beauty stores

E-16. After school

I-28. Top gear

R-3. Smoke shops

E-17. Safety for kids

R-4. Experience stores

MK-29. Buy & Sell T-18. HIGH + Apple

M-5. Pharmacies

T-19. HIGH + NIKE

M-6. Clinic care

T-20. Hemp fabrics

M-7. High delivery M-8. High recommendation

G-21. HOW TO channel G-22. Contests

MD-9. Cuisine

G-23. Harvest carnivals

MD-10. Coffee shops MD-11. Music festival

P-24. Rally events

MD-12. Movies

P-25. Politic articles

MD-13. Entertainment

P-26. Law conferences

MD-14. Food festival

R - Retail M - Medical MD - Media E - Education T - Tech G - Grow P - Politics I - Innovation MK - Marketplace

MK-30. Marketplace

HIGH LIFE

Education

Research

E-16

P-26 M-8 M-6

MD-14

E-15

P-25 MD-9

I-28

G-23 T-18

MK-29

G-21 R-4

P-24

M-5

I-27

E-17 MK-30

R-1

R-2

MD-11

MD-12

R-3 MD-13 T-19

M-7

MD-10 T-20

Access

Life

G-23

P Products

Ev Events

Services

Environment

Experience

Ed Educational Opportunities

Cb Co-Branding Opportunities

RETAIL GROCERY STORES

medical P

PHARMACIES

CLINIC CARE

HIGH DELIVERY

People can experience cannabis treatments before they consider to accept it.

Aim to become the most convenient delivery for medical cannabis.

The shop that provide all kinds of smoking products and equipments.

EXPERIENCE STORES

All kinds of cannabis medical care such as emergency and body check.

Products made from cannabis extracts that can enhance natural beauty.

SMOKE SHOPS

The pharmacy that provides medical cannabis purchase with prescription.

Grocery stores to make more convenience for people who wants to access cannabis in their daily life.

BEAUTY STORES

HIGH RECOMMENDATION

A service that gives recommendation of marijuana for medical, clinical and recreational use.

media CUISINE

education Ex

Restaurants that offer fine meals with cannabis ingredients and organize food events.

COFFEE SHOPS

AFTER SCHOOL

SAFETY FOR KIDS

Safe and fun games and parties.

FOOD FESTIVAL

People can taste foods without or with cannabis extracts ingredients.

Organized event for pot smokers and education of how to be "childproof".

Not only cannabis-related movies but also about movies share and community.

ENTERTAINMENT

The after school program is to give out knowledges about medical cannabis and aim to educate people on that.

The big event happened once a year on April 20th; music with cannabis-related.

MOVIES

Meet the cannabis-related artists who involved in arts, music, and cultures.

Relax environment where can spend some times and experience edible cannabis.

MUSIC FESTIVAL

CREATIVE PEOPLE

tech HIGH + APPLE

grow P

Collaboration with Apple company, try to create social media and application that provides health and cannabis data.

HIGH + NIKE

Collaboration with NIKE, try to motivate people to stay in health with sports, send out the message of balancing in health and cannabis. HEMP FABRICS

Fabrics such as clothing, napkin, tissue paper, or even printable papers.

HOW TO CHANNEL

Education, innovation, and cultivation about cannabis plants.

HIHG CONTESTS

Cannabis contest about landraces, qualities, tastes and strains. Aim to include medical and recreational purposes. HIGH CARNIVAL

People who above 21 can apply and join the carnival. Don't worry, it is safe and fun.

legalize RALLY EVENTS

innovate Ed

PRO TOOLS

The event can organize people to show the truth of cannabis plants, gethering the green power.

POLITIC ARTICLES

LAW CONFERENCES

Focus on professional cannabis tools for smokers.

TOP GEARS

Articles about cannabis policy and law.

Smoke gears invention will happen in this service. Educating people about smoking materials.

Hope to be international one day, now only in the U.S. with professional scientists, doctors, politicians and lawyers. People can apply and join the conference.

MARKETPLACE BUY & SELL

More like an online social platform for cannabis bussiness.

MARKET INVESTMENT

How to start good market of cannabis and cannabis investment education.

We have created a new brand visual in the last book.

GR 604: Nature of Identity Instuctor: Hunter Wimmer Fall 2016 @Academy of Art University San Francisco, CA