Mutual Visual Standards Guide

Mutual Visual Standards Guide

Introduction

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Good design is obvious. Great design is transparent.

—Joe Sparano GraphicDesigner

TABLE OF CONTENTS

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Mutual Visual Standards Guide

Introduction

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04–19

20–41

THE MUTUAL IDEAS

THE NEW FACE OF MUTUAL

What is Mutual The New Way Our Visions

Mark Display Constructing the Logo Colors Matter Logotype Logo Components Faces of The Mark Identifying the Boundaries Sizing the Mark Forbidden Uses

42–59

60–63

EXPANDING THE SYSTEM

UNIVERSE OF MUTUAL

Our Type The Grid System Stationary System

Mapping Our Universe Future Possibilities Colophon

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Introduction

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01 Introduction to Mutual

THE MUTUAL IDEAS What is Mutual The New Way Our Visions

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WHAT IS mutual The Mutual Broadcasting System was an American commercial radio network. The network provides radio shows, news and sports event broadcasting for people who enjoy radio services. Also, the network provides advertising services for corporations to help them to promote their products and services.

Mutual was initially created by original four large stations to provide an outlet for the expensive shows they were producing—and the large talent staffs they maintained.

THE NEW WAY By rebranding the Mutual Broadcast System, this project is intended to bring this classic brand back to the media market; but beyond that, Mutual would go way further: by rebranding Mutual, it will be dedicated to making stories more intriguing and

immersive to our audience by using new ways to create narratives. The goal that the Mutual strikes back to the market with richer content and more engaging stories experience will be leading this project.

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Introduction

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WE STRIVE TO BRING AUDIENCE ENGAGEMENT TO THE NEXT LEVEL WITH INTRIGUING STORIES AND IMMERSIVE INTERACTIONS.

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Introduction

oUR Visions

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Here at Mutual, we engage our audience with intriguing storytelling and immersive interactions. Our visual identity should be the reflection of our visions for the future of Mutual.

Intriguing

Immersive

“There was something intriguing about how Mutual sounded - so much different than the other networks. There was a crispness, a faster pace, almost a swagger in its sound; besides, there were those goofy tones in the commercial breaks, too.”

Cooperative

Sponsor Delaware, Lackawanna & Western Coal Co. (Blue Coal) made one important change, transforming the “Shadow” from a narrator (and silent force) of the crime stories into an active participant, originally voiced

by Orson Welles.

Unfolding

“Co-ops,” as they were called in the trade, were nothing new (dating as far back as 1930), but Mutual seized on the idea and soon became the co-op leader, a position it would hold well into the 1950s.

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All the efforts made by Mutual in its golden time are all about creating a different, crisp, and immersive experience for the audience. The experience as a whole is similar to the process of unfolding a box.

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Mutual Visual Standards Guide

Specifications

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02 Logo Specifications

THE NEW FACE OF MUTUAL Mark Display Constructing the Logo Colors Matter Logotype Logo Components Faces of The Mark Identifying the Boundaries Sizing the Mark Forbidden Uses

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mark Display Color

This is the Display of the new Mutual mark. The mark is one of the most important parts of the visual identity system of Mutual.

The design of the mark is inspired by the concept of unfolding and collaboration. The shape is also showing a letter “M“, presenting the identity of Mutual.

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Specifications

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Black & White

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CONSTRUCTING THE MARK Mark Anatomy

X

X 2.25X

2.5X

3.9X

90˚

60˚ 1.5X

0.25X

30˚ X

X

X 6.25X

The mark of Mutual is constructed in a solid and precise way. This final result has a well-developed conceptual base as well as a carefully-crafted structure.

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Specifications

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Golden Ratio

The golden ratio is applied to the overall proportion of the mark to make the mark look harmonious.

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COLORS MATTER Primary Colors

MUTUAL GREEN PANTONE 3265C

RGB 80 195 180

CMYK 80 0 40 0

RGB 80 90 90

CMYK 70 55 55 30

HEX 00c4b3

MUTUAL GRAY PANTONE 445C

HEX 4e5758

Secondary Colors

PANTONE RGB CMYK HEX

413C 190 190 175 30 20 30 0 bbb9af

PANTONE RGB CMYK HEX

426C 40 40 40 75 65 60 65 252729

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Specifications

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Background Use positive logo on the background that is 40% black or less.

Use reverse logo on the background that is 41% black or more.

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logo type The logotype of Mutual is modified to fit Mutual`s visions for the visual system. Din Pro is the base typeface.

The logotype is using shapes and principles from the main mark to create a continuous and harmonious visual system.

The “M“ and “A“ in the logotype are chosen to show the principle from the main mark.

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Mutual Visual Standards Guide

Specifications

logo COMPONENTS

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The main logo has two components: mark and logotype. These two components can both exist by themselves.

Mark

Logo

Logotype

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FACES OF THE LOGO The logo can have two forms by combining the mark and logotype vertically and horizontally, making the system able to adapt to different situations.

Vertical

Horizontal

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Specifications

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SIZING THE LOGO In order to create consistent and appropriate brand image of Mutual, sizes should regulated in the visual standards.

This section identifies what combination that should be used in specific sizes.

Width

Mark Only

Logotype Only

100cm–10 cm

10cm–5cm

5cm–2cm

2cm–1cm

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Vertical Logo

Horizontal Logo

IDENTIFYING THE BOUNDARIES Logo Clear Space The area of isolation represents the minimum clear space that must be provided at all times. This area is determined by the width of the triangle in the logo construction and is proportional regardless of logo size.

X

X

X

X X

X

6.5X

X

X

X

X

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Logo Placement The correct placement of the Mutual logo depends on the type of brand component. This is proportional regardless of logo size.

X

X

0.5X X

X

X

X

X

X

X

X

X

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FORBIDDEN USES OF LOGO To create consistent and appropriate brand image of Mutual, sizes should be regulated in the visual standards. This section identifies what combination that should be used in specific sizes.

Don`t put logo on dark background without reversing colors of the logo.

Logotype is not centered.

Don`t rotate the logo into random angles.

Don`t stretch logo without maintaining the proportion of the Logo.

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Specifications

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MUTUAL Don`t put logo on a gradient color background.

Don`t use the wrong font as logotype.

Developer Conference Don`t use inappropriate effects on logo.

Please don’t allow any other graphic elements to enter the minimum staging area of the Mutual logo.

Don’t crop the Mutual logo.

Please don’t place the Mutual logo within a border or any surrounding shape.

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Mutual Visual Standards Guide

Extensions

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03 Identity System Extensions

EXPANDING THE SYSTEM Our Type The Grid System Stationary System

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our type Type plays an essential role in the identity system of Mutual. The type treatment must be consistent and clear. The type has to be clean and unified in our brand materials, along with other visual elements, such as logo, color, and photography, to create a unique look.

Aa Aa BLENDER PRO BOLD

BLENDER PRO BOLD

Use this type treatment on titles and statements.

Use this type treatment on different quotes.

Aa Aa DIN PRO MEDIUM

DIN PRO REGULAR

Use this treatment on sub titles.

Use this treatment on body text and captions.

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Mutual Visual Standards Guide

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

Extensions

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BLENDER PRO This typeface has a strong structure and solid looking feel. The typeface is used vastly in the brand identity to create a strong impression.

1234567890 ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz 1234567890

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DIN PRO This typeface is used to pair with Blender Pro to create a complete and consistent type system. The typeface has a solid construction and the slightly condensed design fits the other typeface in the system.

the grid system The grid system is designed to help the brand to keep graphic expression consistent and clear in brand materials.

The system will benefit to create design layouts with our identity system that are dynamic and consistent.

The grid will help to organize information and images, making it easier to create materials for the brand.

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Extensions

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Stationary system In the actual operation of the brand, it is important to keep everything consistent and clear. The stationary system is designed to provide the staff with selfawareness and motivation.

Business Card (Vertical)

Graphic Designer

yifan wu

TEL EMAIL WEBSITE

415-609-4720 yifanwu92@gmail.com yifanwudesign.com

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Extensions

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Business Card (Vertical)

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Extensions

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Mutual Visual Standards Guide

Mutual Universe

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04 Brand Extensions

UNIVERSE OF MUTUAL Mapping Our Universe Future Possibilities Colophon

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MAPPING THE UNIVERSE This is a balanced list of thirty potential ideas that will represent Mutual brand extensions. All the deliverables are categorized using the conceptual chart.

Academy

Laboratory

A–0

Mutual Academy

L–0

Mutual Lab

A–1

Experience Designer Program

L–1

Developer Workshop x Microsoft

A–2

Script Writing Master`s Program

L–2

Mutual Station

A–3

Director Master`s Program

L–3

Mutual VR Action Camera x Go Pro

A–4

Content Creator Workshop x Vimeo

L–4

Vlogger program

A–5

Crowd Funding Event x Kickstarter

L–5

Narrator Challenge

A–6

Mutual Writing Workshop

L–6

Mutual Hub

A–7

Mutual Resource Center

A–8

Narrator Master Program

Experience

Media

E–0

Mutual Experience Center

M–0

Mutual Media

E–1

Mutual Glasses x Google

M–1

Mutual City Adventure x Google

E–2

Mutual Studio Tour

M–2

Mutual TV

E–3

Mutual Pathfinders

M–3

Mutual Original Series

E–4

MERGE Conference

M–4

Mutual Channel

E–5

Mutual Museum

M–5

Mutual Streaming Platform

E–6

Mutual Stage Studio Software

M–6

Mutual Classic Series

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Mutual Visual Standards Guide

Mutual Universe

New ways to Generate 4/4

A–0

A–3

A–1

A–2

A–6

E–4

Learn

A–4

L–1

L–4

L–5

A–5

M–3

L–3

E–6 L–6 Inspire

Experiment

New Level of Audience Engagement Inspire

Experiment

E–0

E–1

M–0

M–1

M–2

M–6

L–0 M–5

Learn

E–2

E–3

E–5

A–8

A–7

New ways to Broadcast

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L–2

M–4

FUTURE POSSIBILITIES Academy

EN

SE

ED

Mutual Academy

Experience Designer Program

Mutual Academy is the place where “the difference is mutual“ happens. Students with different backgrounds and interests gather in the academy to generate stories that inspire people.

This program embraces the nature of technology innovations; students will learn design and related technology and knowledge to realize complete immersive experiences.

ED

ED

Script Writing Master`s Program

Director Master`s Program

Mutual Writing Program is one of the main education programs in Mutual Academy; students will learn about how to generate good story as well as presentation skills.

In the Mutual Academy, we provide the best education program for those who have a passion for building up their skill and experiences in the creative field.

ED

SP

Content Creator Workshop We invite featured artists, directors, and designers featured on Vimeo to educate, inspire, and innovate students in the Mutual Academy.

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Mutual Visual Standards Guide

Mutual Universe

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EV

SE

ED

Crowd Funding Event

Mutual Writing Workshop

We will collaborate with Kickstarters to develop experimental projects and provide support to excellent graduate students from Mutual Academy.

The Writing Workshop is an open, free workshop that will happen in our experience center to inspire and people to generate more moving and exciting stories.

SP

SE

ED

Mutual Resource Center

Narrator Master Program

Mutual Resource provides personal support on writing, acting, and career advising for Mutual Academy students.

The narrative is always the focus of Mutual. We provide Narrator Master Program in the Mutual Academy to enable people to create new ways to engage the audience.

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FUTURE POSSIBILITIES Laboratory

SE

SP

EV

SE

Mutual Lab

Developer Workshop

Mutual Lab is the place where inspiration happens. We develop new methods to help you to enhance your way of telling stories and bring your stories to life.

Mutual works with Microsoft to create this developer workshop that exchanges great ideas and resources between developers from two companies.

SE

SP

PR

Mutual Station

VR Action Camera

Mutual Station is a small private space to gather stories from the public. Have a story to share? Find any Mutual Station on the street to record a video about your unique story at any time.

Mutual Camera lets you share your precious moments with other people in live VR so your audience can enter your story just like they are there with you.

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Mutual Visual Standards Guide

Mutual Universe

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EX

ED

EX

SE

Vlogger Program

Narrator Challenge

Vlogic program lets you experiment with your way to do video blogs. When you are in this program, you will get full support from Mutual to be a oneday professional vlogger.

Mutual provides the public with a chance to test their skill to be a narrator in this program. The program is located in the Mutual Lab, and everybody can come and have fun.

PR

Mutual Hub Mutual Hub not only allows you to control your smart home gadgets but also work as a wireless streaming hub to let you enjoy contents provided by Mutual.

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FUTURE POSSIBILITIES Experience

SE

SP

PR

Mutual Experience Center

Mutual Glasses

Mutual Center is the place where the magic happens around you. You will find something that is exactly the same but with a totally different perspective.

Mutual Glasses is a multi-purpose device developed by Mutual Lab. You can enjoy AR+VR function of this product anywhere, anytime since it`s so light and easy to wear.

SE

EX

SE

Mutual Studio Tour

Mutual Pathfinders

Mutual Studio Tour will take you to the film shooting studio in the Mutual Lab. People can be educated and potentially innovated to enter the entertainment industry using different ways.

The 24/7 technical customer support team that provides responsive and helpful support to our customers.

Wherever you are, they will get to you as soon as possible and help you.

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Mutual Visual Standards Guide

Mutual Universe

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EV

EX

EX

SP

MERGE Conference

Mutual Museum

MERGE is an annual conference that features the best of the graduate thesis projects from Mutual Academy. The conference provides opportunities for students to work with Mutual Lab and other companies.

Mutual Museum will act as a historical achieve of Mutual`s long and valuable history; also, the museum will feature a tour through time to present our audience with items and pictures about human storytelling history.

PR

SE

Stage Studio Software Mutual Studio is a stage simulation software developed by Microsoft, it is a monthly subscription software that let you direct, organize, and simulate your movie, show, or live performance on your computer.

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FUTURE POSSIBILITIES Media

SE

EX

SE

EX

Mutual Media

Mutual City Adventure

Mutual Media will be responsible for the production and management of consumer media, and the management of various media platform.

Which movie has scenes happened in your city? Wear your MU Glasses to explore your surroundings; you are the leading role this time!

SE

PR

EX

Mutual TV

Mutual Original Series

Not traditional TV but an online streaming service for VR or AR contents. You can use MU Hub to stream contents on your MU Glasses or preferred devices.

Mutual will gather all the resources to create a new series of shows for media consumers. The series will be managed and produced by Mutual Media.

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Mutual Visual Standards Guide

Mutual Universe

4/4

SE

SE

Mutual Channel

Streaming Platform

Mutual`s YouTube channel that features Mutual Original Series YouTube Exclusive. Also, top stories that came from M+U Station will be featured in the daily update of the channel.

Do you want to be anywhere to experience any story? Wear your MU Glasses and login to our MU Streaming! You can watch real-time online streaming in a different perspective.

PR

EX

Mutual Classic Series We will bring back the classics, but in a different way. Broadcast show classics like “The lone ranger” and “Shadows” will be made into interactive, openend VR movies, you are the one who decides where the story will go.

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COLOPHON

Acknowledgements I was supported, inspired and guided by my instructor, Hunter Wimmer in this project. I am thankful to Hunter as well as my classmates who provided suggestions and inspirations that greatly helped me with the design process.

Specs DESIGNER

GRID

Yifan Wu yifanwudesign@gmail.com yifanwudesign.com

8x10 Modular Grid 12pt Gutters

TYPEFACE

BINDING

Din Pro Blender Pro

Blurb Book 8x10 inch ProLine Uncoated Paper Dust Jacket, hardcover

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Mutual Universe

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Works Cited 1935 - 1938: Growing Pains." Mutual Radio Tribute Site: Growing Pains. Ed. Carter. N.p., n.d.

Web. 26 Sept. 2016.

"1938-1944: The Networks at War . . . With Each Other." Mutual Radio Tribute Site: The Networks at War. N.p., n.d. Web. 29 Sept. 2016.

"1952 - 1957: The "Strange Interlude" of Tom O'Neil." Mutual Radio Tribute Site: The "Strange Interlude" of Tom O'Neil. N.p., n.d. Web. 29 Sept. 2016.

"1957 - 1959: On the Edge." Mutual Radio Tribute Site: The 1950s. N.p., n.d. Web. 29 Sept. 2016.

"1960 - 1966: Call It 3MBS." Mutual Radio Tribute Site: 1960. N.p., n.d. Web. 29 Sept. 2016.

"1972 - 1977: Coming To Life." Mutual Radio Tribute Site: The 1970s. N.p., n.d. Web. 29 Sept.

2016.

"1985 to the End:The Industry Changes . . . and a Pioneer Signs Off." Mutual Radio Tribute Site: The Westwood One Years. N.p., n.d. Web. 29 Sept. 2016.

Dunning, John. On the Air: The Encyclopedia of Old-time Radio. N.p.: Oxford UP, 1998. Print.

"Mr. White, Mister PLUS, Mr. Lee - and Changes on the Way." Mutual Radio Tribute Site: Mr. White, Mr. O'Neil and Mister PLUS. N.p., n.d. Web. 29 Sept. 2016.v "Ed Kobak Gets a Network*." Mutual Radio Tribute Site: Ed Kobak Gets a Network. N.p., n.d.

Web. 29 Sept. 2016.

Www.digitaldeliftp.com. "The Zero Hour Radio Program." The Definitive Zero Hour Radio Log with Rod Serling and Elliott Lewis. N.p., n.d. Web. 29 Sept. 2016.

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