Crescendo: The Brand
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Transcript of Crescendo: The Brand
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THE BRAND
THE LOGOMARK 4
THE TYPOGRAPHY 10
THE COLOR 12
THE PHOTOGRAPHY 16
THE ICONOGRAPHY 19
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THE LOGOMARK
MARK
Crescendo’s logomark is its ultimate expression. A competition dedicated to the growth of local music
and the spreading of talent, this is a burst of excitement for breaking out into the world.
The logomark appears in two variations, a simplified version as a main voice and a detailed colorized
version as a secondary voice.
MAIN MARK
A
This mark is used on all primary material for Crescendo. In other
words, it appears on material that the audience sees first, such
as the website entry page, promotional posters, and festival
schedules covers.
This mark only appears in grey.
SECONDARY MARK
B
This mark is used inside materials after the main mark has
already been seen or where the main mark is not appropriate.
This mark only appears in its full color scheme.
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A
B
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TYPE
Crescendo’s logotype was hand-created to correspond appropriately with its mark. It delivers a
high-energy enthusiasm.
The logotype appears only with the logomark, never standing alone.
WITH MAIN MARK
A
The type sits comfortably either below or to the right of the
mark, colored to match the mark and free of stroke.
WITH SECONDARY MARK
B
The type overlaps the bottom quarter of the mark, primary
light grey in letter color and stroke matching the color most
prevalent in the background.
On a light colored background, the text appears primary red
and stroked in primary light grey.
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A
B
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PLEASE DON’Ts
While Crescendo promotes an incredibly fun brand, it still maintains a few usage regulations to
make sure its voice is communicated appropriately.
DO NOT ROTATE
A
Applies to both logos. It’s a little too dizzying.
DO NOT USE TYPE ALONE
B
Logomark may stand solo, but logotype may not. It just looks
like it’s lost out there by itself.
DO NOT COLORIZE PRIMARY MARK
C
Primary mark must appear in the greys.
DO NOT ALTER COLORS OF SECONDARY MARK
D
It looks nice in many variations, but please keep its standard
colors for consistency.
DO NOT ADD EFFECTS
E
Tacky.
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A
B
C
D
E
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THE TYPOGRAPHY
BELL GOTHIC
Bell Gothic Black is used for titles and headlines.
AaBell Gothic, Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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FRUTIGER
Frutiger’s condensed faces are used for all subtitles, subheads, body copy, and notes.
Frutiger, Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Frutiger, Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
AaFrutiger, Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Frutiger, Black Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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THE COLOR
PRIMARY
CMYK 55/56/43/55
RGB 52/50/65
#343241
Dark grey
CMYK 72/17/47/57
RGB 31/91/58
#1F5B3A
Turquoise
CMYK 17/82/96/11
RGB 188/41/9
#BC2909
Red
CMYK 4/12/79/7
RGB 228/209/50
#E4D132
Yellow
CMYK 38/18/87/9
RGB 144/190/30
#90BE1E
Green
CMYK 8/6/6/8
RGB 216/221/221
#D8DDDD
Light grey
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SECONDARY
CMYK 52/53/41/52
RGB 59/58/72
#3B3A48
Dark grey
CMYK 65/16/45/53
RGB 42/101/66
#2A6542
Turquoise
CMYK 10/64/78/8
RGB 211/84/52
#D35434
Red
CMYK 5/9/62/3
RGB 235/225/94
#EBE15E
Yellow
CMYK24/13/72/8
RGB 178/204/66
#B2CC42
Green
CMYK 5/4/4/5
RGB 230/233/233
#E6E9E9
Light grey
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USAGE TOGETHER IN TEXT
For most copy, color text according to instances below. Always use primary colors for copy except
where instances state otherwise.
ON DARK GREY, PRIMARY LIGHT GREY.
ON TURQUOISE, PRIMARY LIGHT GREY.
ON RED, PRIMARY LIGHT GREY.
ON GREEN, SECONDARY LIGHT GREY.
ON YELLOW, PRIMARY DARK GREY.
ON LIGHT GREY, PRIMARY DARK GREY.
SECONDARY YELLOW ON TURQUOISE.
SECONDARY GREEN ON TURQUOISE.
SECONDARY YELLOW ON RED.
SECONDARY YELLOW ON GREEN.
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SOUNDWAVES
To illustrate the growth of music, the emphasis on sound, and the definition of “crescendo” itself,
soundwave patterns may be used in backgrounds appropriately.
Each soundwave pattern uses primary and secondary color pairs, never combining two different colors.
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THE PHOTOGRAPHY
Photography is incredibly important in communicating the excitement and potential of Crescendo.
To comply with its brand graphics and standards, photographs are treated to correspond.
PHOTOGRAPHS AS BACKGROUNDS
DARKEN
1
If photograph is particularly bright, apply curves to darken and
slightly neutralize.
FILTER
2
Apply a warming photo filter of secondary red at 75% to achieve
better consistency with Crescendo’s brand.
TEXTURIZE
3
Apply primary light grey soundwaves at 35% opacity to cover
the entire photograph. Primary dark grey soundwaves may be
used if necessary; use best judgment.
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2
3
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PHOTOGRAPHS AS ELEMENTS
Photography used as addition to content is contained in a circular frame and utilizes a primary dark grey
inner stroke. If appearing on a dark grey background, photography is storked in primary light grey.
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THE ICONOGRAPHY
Crescendo has developed a set of icons for use across its media.
THE BAND AND THE FAN
BAND
This icon is the primary signifier of all
band-related material.
FAN
This icon is the primary signifier of all
fan-related material.
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THE GENRES
FOLK
POP
METAL ROCK
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THE CITIES
SAN FRANCISCO
NEW YORK
OMAHA MEMPHIS
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WAYFINDING
INFORMATION
MEDICAL LOST AND FOUND MERCHANDISE
MEN’S RESTROOMS WOMEN’S RESTROOMS
TICKETS SECURITY
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ADDITIONAL
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GRAPHIC STYLING
Graphic elements sit on top of a background and appear either in circles or in rectangles with rounded
corners. This includes solid or soundwave-filled boxes for text, graphics, and advertisements.
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ADHESION TO THESE GUIDELINES HELP PRESERVE A SUCCESSFUL VOICE FOR CRESCENDO,
MAINTAINING CONSISTENCY ALONGSIDE POSITVE, LIGHTHEARTED ENERGY