Brand Standards Manual

I

ƒree your ƒeet dance studiopromises active, young adults

a fresh take on a classic

pastime, delivered with a

welcoming and lively staff in a

warm and inviting atmosphere

to build or improve on their

partner dancing abilities.

II

Mission

Logo:

• Proportions

• Variations

• Minimum Sizes

• Improper Logo Usage

Brand Colors

Graphic Elements

Paper Choice

Typography

Photographic Style

4

6

14

16

18

20

22

Contents

3 II

Approachable Neighborly Engaging Energetic

ƒree your ƒeet is...

4

ƒree your ƒeet is not your normal

dance studio, and our branding

reflects that. It is our goal to

bring dance back to a basic,

integral part of the community.

Mission

5 4

Missionƒree your ƒeet dance studio offers a place where customers can learn to dance,

meet new people, have fun, and feel comfortable.

We offer a varied dance program with price options

for all levels of interest, including greater emphasis

on group classes and small package sessions to

reach dance skill objectives. Our instructors have

access to continual training with some of the

area’s top professional coaches. This provides our

students with up-to-date steps and technique,

and access to the latest dance trends. ƒree your

ƒeet welcomes a diversity of people and maintains

a non-smoking and alcohol-free environment.

6

The ƒree your ƒeet logo is made up

of three main components: the

word mark, the symbol, and the

company classification. The word

mark may be used alone or with

any combination of the symbol

and the company classification.

The symbol may also be used

by itself, but in moderation.

Logo Proportions

7 6

}1x

1.5x

9.75x

9.75x

2x

3.5x3x

.5x

3x

7x

o= x In order to maintain visibility and legibility, the

ƒree your ƒeet logo must always have a clear space

surrounding it equal to the height of the lower

case “o” from the word “your”. There should

be no content (photo, text, or pattern) in this

designated area. If the logo does overlap any

elements, a solid circle background may be used.

8

The ƒree your ƒeet logo has

several variations. The logo

always appears in either black

or red. When color cannot be

used, the logo may be in black

or reversed out of black. When

using color, the logo must be in

red, or be reversed out of red.

Logo Variations

9 8

Shown above is an example of the logo in use

while interacting with graphic elements. There is

a solid white circle around the logo so that the

green does not interfere with the type. Also shown

is an example of the symbol by itself. The path

may be used to interact with other elements.

10

It is important that the

ƒree your ƒeet logo remains

legible and identifiable when

used at varying sizes. To

accomplish this, there are three

alternate versions that may

be used for specific sizes.

Logo Minimum Sizes

11 10

} 1”

} .5”

} .25”

The full logo may

be used for any size

larger than one inch.

Dance studio can

be included for sizes

down to .5 inches.

For sizes down to .25

inches the word mark

will be used alone.

12

ƒree your ƒeet logo must adhere

to all guidelines. To maintain

consistency, the logo must

always appear in brand colors,

must not be altered, and must

adhere to proper clear space.

Improper Logo Usage

13 12

Starting from the upper left, the logo should

never cross a color field. The logo should never

be stretched or skewed from its original form.

The logo should never appear on any other

colors besides black, white or red. Also, the

logo should never be placed directly on any

of the brand patterns or graphic elements.

14

It is important that the

ƒree your ƒeet colors are used

consistently to reinforce the brand

and to maintain distinctness.

Brand Colors

15 14

Pantone 583

CMYK for 4/ color printing

C: 24

M: 0

Y: 100

K: 17

RGB for on screen usage

R: 175

G: 189

B: 34

HEX for web color

Hex: AFBD22

Pantone 1805

CMYK for 4/ color printing

C: 0

M: 91

Y: 100

K: 23

RGB for on screen usage

R: 23

G: 93

B: 100

HEX for web color

Hex: 175D64

The two brand colors are ƒree your ƒeet Red

and Green. The Red may be used in the logo,

text headers, and whenever the company name

appears in body copy. The Green may only be

used as a background color with white text. This

text treatment is meant only for headers at 24

pt size type. The Green is also an accent color

that appears in many of the design elements.

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There are six different

ƒree your ƒeet graphic

elements. It is crucial that

they are used appropriately

and are always in balance.

Graphic Elements

17 16

Classic Polka Dots

Clean Green Stripe

Rhythmic Red Path

New Pinstripe Crisp Green Frame Stylish Red Shape

The Classic Polka Dots and the New Pinstripe

are used as background patterns, and should

never have any text or the logo directly on top

of them. The Crisp Green Frame and Stylish Red

Shape are containing elements, and should be

used to hold text, images, or the logo. The Clean

Green Stripe is used to hold headlines at 24 pt

type size. The Rhythmic Red Path is a derivative

of the logo and can be used to separate areas

of text, images, or the logo. It can be used

straight or in more organic curve linear paths.

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Just as images, design

elements, and the logo play an

important role in establishing

the ƒree your ƒeet brand, so

too does paper choice.

Paper Choice

19 18

Flash White Sirius

All paper is from Neenah Paper and is from the

brand Starwhite. The first paper sample is Flash

White and should be used for covers, folders,

special letterheads, and envelopes. Any instance

that the output is of special importance, for

instance a postcard for an event or sale, Flash

White should be used. Most of the time, it will

be used in a cover weight. The second sample,

Sirius, should be used for all other purposes

that do not need to call special attention.

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In order to keep consistency,

typography must be used

correctly and appropriately. The

two typefaces that ƒree your ƒeet

uses are Matrix Script and ITC

Stone Sans. Matrix Script is the

primary typeface, and ITC Stone

Sans is the secondary typefae.

Typography

21 20

Primary Typeface:

Matrix Script Book

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890&.,:;’$¢%!?(*) ƒ

Matrix Script Regular

Matrix Script Bold

All headlines will be set in Matrix Script Regular

at 24 pt. They will, when possible, be reversed

out of the Clean Green Stripe. Any larger or

more emphasized copy, such as a pull quote,

will be set in ITC Stone Sans Medium at

13/30 pt. Regular body copy will be set in ITC

Stone Sans Medium 8/15 pt. Bold and Italic

styles will be used only for words and short

phrases that need to be called to attention.

Any time the company name appears in text,

it should be in ITC Stone Sans Semibold Italic.

Secondary Typeface

ITC Stone Sans Medium

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890&.,:;’$¢%!?(*) ƒ

ITC Stone Sans Medium Italic

ITC Stone Sans Semibold

ITC Stone Sans Semibold Italic

ITC Stone Sans Bold

ITC Stone Sans Bold Italic

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Photography needs to

communicate the brand values

that are associated with

ƒree your ƒeet. The photographs

highlight the fun and

energetic nature of dancing

in a casual, vibrant way.

Photographic Style

23 22

There are three main categories of photography

that work together to represent ƒree your ƒeet.

Starting at the top, (from left to right) the

categories are: In Studio/Classes, Teachers, Formal

Dance, and Casual Dance. In Studio photos will be

taken of actual classes and show real life settings

of dance instruction. The Teachers photographs

will feature ƒree your ƒeet teachers being energetic

and engaging. They will face the camera and

be welcoming. The backgrounds of the three

categories (besides In Studio) will have a simple

white background. Both Formal and Casual Dance

photographs will feature a couple engaged and

active in dance. They will be looking at each other

and not the camera. When possible, the featured

dancers in the photos will be in the brand colors.

ƒreeyourƒeet.com