Layne TADESSE - Brand-Identity Guidelines...

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Layne Tadesse

1.0 Introduction (page 1)

2.0 The Logo Design (page 4)

2.1 The Logo Usage (page 7)

3.0 Color Scheme (page 14)

4.0 Typography (page 16)

5.0 Contact Details (page 18)

August 2015

Client:

Contents:

Date:

BRAND-IDENTITY GUIDELINES

INTRODUCTION1.0Overview

The purpose of these guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. Guidelines on the use of the logo are included.

1.1.0 Introduction Brand-Identity Guidelines - August 2015

Mission and Vision:

Images/Quotes:

BRAND: Reflects the Artist as a social change agent using the platform of music to raise awareness, cultivate meaningful IMPACT programs worldwide and as a CATALYST for social reform.

INVOKE: Honesty, Integrity and Trust (H.I.T.) The audience will experience a feeling of heart felt soulful passion with a strong sense of confidence and down to earth realism. They will connect with their own innate desire of seeking POSITIVE changes in their lives, families, communities and global institutions.

CALL TO ACTION: Supporting Layne Tadesse places POWER in the hands of those taking ACTION towards global social change initiatives. Sign up online to join the conscious music movement involving socially aware programs, organizations and artists.


NOT TO INCLUDE: Any images related to getting high on marijuana. Although this is a traditional reggae brand tactic, Layne Tadesse does NOT include this with his brand. Other images NOT to use are anything related to: drugs, sex, violence, racism or anything degrading in any way.

TO INCLUDE: Live performances, concern for society, uplifting quotes, tribal roots, ecology, Revolutionaries, triumphs, accomplishments, community activism, overcom-ing adversity and building alliances.*see steps to a successful post “IMAGES” for further social media guidelines*


Steps for a Successful Post:

Hashtags:

TEXT: Include a clear, short caption. Add a call to action or link in the caption when appropriate and possible. Use a live URL (one that users can click).

IMAGE: Consider the use of high quality, attractive, and relevant images to enhance the performance of posts. Include Layne Tadesse 9Roots LOGO on images when possi-ble. Do not distort or stretch photos to fit.

ON ALL SOCIAL MEDIA:#LayneTadesse#ForTheLove#Eritrea#Victorytothemasses#Letitburn

ON SELECT SOCIAL MEDIA: Include collaborative organizations, artists and support-ers hashtags for all events. May also include Layne Tadesse management teams #BigShotUp#BuddhaMusicGroup#Layneand7SealDub#KiaLoveJoy

THE LOGO DESIGN2.0The brand logo is an important and valued graphic element and must be used consist-ently and appropriately, even minor variations will undermine and compromise the image of the branding.

4.2.0 The Logo Design Brand-Identity Guidelines - August 2015


Primary logo - in colourLayne Tadesse


Primary logo - alternative color usage

THE LOGO USAGE2.1Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application.

When reproducing any logo elements, only the original high resolution or vector graphic files shall be used - logos should not be taken from this document.

7.2.1 The Logo Usage Brand-Identity Guidelines - August 2015


Exclusion Zone

Make sure that text or other design elements do not encroach upon the logo.

The marked space should always be given to let the logo ‘breathe’, free from distraction.

Minimum reproduction size

In the primary logo format a minimum size must be adhered to so that legibilty is retained.

In exceptional circumstances where space is below the recommended size ie; web sources, adjustments may have to be made to balance the shape and visibility.

1.5 inchesor

85.072 mm

3.35 inches or 38.1 mm


Wrong!

The logo has become distorted from it’s designed aspect ratio, therefore stretching or squshing the shape and text.

If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit.

Correct!

The logo’s shape is consistent with the initial design, retaining balance and legibility.


Correct!

The logo is clear and visible, set in primary colours onto a backdrop which shows contrast.

Although the backdrop is not white, the colours have been adjusted accordingly to work with the design.

Wrong!

The backdrop for the logo’s placement is too similar to the primary colour - it lacks visibilty and contrast.

To fix this problem, you can either select a contrasting base colour, or switch to one of the secondary colours assigned to the logo.

Correct!

The logo has been used in the fashion it was designed. A consistency has been achieved in how it is seen.


Wrong!

Important elements within the logo have been distorted, enlarged or shrunk, affecting the balance and design.

A consistent layout is essential across all media, and by changing key elements it will introduce confusion into the brand.

Correct!

The logo is presented in it’s primary colours using the primary typeface that has been selected for the logotype.


Wrong!

A colour outside of the selected brand colour scheme has been used. This is not recommended as it confuses the brand image.

Replacing the font is a definate no-no. The selected typeface should be used at all times with the presentation of the logo.


In most cases, use of one company logo is all that is required. If an advertiment is made by

your company then that logo is usually all that is required for recognition by your audience and/or

customers.

Content Content

Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image.

The Pantone colours should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process.

Black and white are acceptable as accent colours, in addition to the colours within the assigned scheme.

COLOR SCHEME3.0

14.3.0 Color Scheme Brand-Identity Guidelines - August 2015

15.3.0 Color Scheme Brand-Identity Guidelines - August 2015

Dark Blue

Light Gold

Gold

Medium Gold

Dark Gold

Red

Dark Red

White

79 / 71 / 50 / 48

29 / 41 / 100 / 6

33 / 43 / 100 / 9

36 / 45 / 100 / 13

38 / 49 / 100 / 17

1 / 98 / 95 / 1

49 / 53 / 67

178 / 141 / 46

166 / 132 / 46

154 / 123 / 45

146 / 114 / 44

235 / 37 / 41

#313443

#b28c2e

#a5832e

#9a7b2d

#ea2529

#92722b

No PMS Reference

No PMS Reference

No PMS Reference

No PMS Reference

No PMS Reference

No PMS Reference

No PMS Reference

No PMS Reference

27 / 100 / 99 / 28

0 / 0 / 0 / 0

145 / 26 / 30

252 / 252 / 252 #ffffff

#901a1d

Pantone color ref. CMYK RGB HEX

The typeface is Optimus Princeps SemiBold. This has been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo.

Replacing fonts with alternatives should not be done under any circumstances.

TYPOGRAPHY4.0

16.4.0 Typography Brand-Identity Guidelines - August 2015

17.4.0 Typography Brand-Identity Guidelines - August 2015

Typeface

Optimus Princeps (SemiBold) Main logotype text / Content

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Allison's Alligator

Nathan Johnson

[email protected]

www.allisonsalligator.com

Allison's Alligator

Company:

Designer:

Email: Web:

Logo

Designer:

CONTACT DETAILS5.0

18.5.0 Contact Details Brand-Identity Guidelines - August 2015

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