1

brand standards

2

mr. otter

brand standards

6

shep

7

4-5 the mission 6-7 the brand

10-11 the logo 12-13 logo usage 14-15 logo un-usage 16 typography 17 color 18 patterns 19 symbols 20-21 the crew 22-23 stationery

26-27 web show materials 28-29 live show materials 30 printed materials 31 the website 32-33 the fun stuff

the boat the story

the sails the designs

the seas the execution

the boat

the boatthe story

brother abbot

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Magic Boat is a non-profit children’s live and web-based puppet show.

Started by a group of School of the Art Institute of Chicago graduates with dreams of making a children’s show, Magic Boat aims to be a fun and positive addition to kid’s lives.

The Magic Boat promises to be a teacher that teaches lessons about having fun being yourself to viewers that they may not get anywhere else, or at least not in the same way.

Magic Boat will encourage children to be creative, and to have the courage to live differently. It will

constantly remind its viewers of how special they are and how perfect they were made.

The shows will always be quirky and entertaining but never at the cost of teaching negative messages.

Magic Boat will always keep its focus about the children who have allowed the show and its characters enter their lives. Magic Boat will be a loving friend to them and its spirit of positivity and good fun will transcend its own existence as a show and its message will enrich the Magic Boat’s viewer’s lives.

Kids always first, fun always first.

the mission

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Here we go! The Magic Boat brand will carry with it the ideas of the mission in a vibrant and youthful personality. It is very friendly and kid focused without speaking down to its audience. Magic Boat knows kids are smart and want to be treated like such.

One of the main focuses of the brand is the brand voice, which is a clever and humorous voice that still carries with it a sense of naïvety: much how an 8 year old would talk.

This same sense of innocence is carried into the Magic Boat logo and the patterns, typography, colors, and other design elements. With a mixture of photography with hand-drawn elements, the brand carries with it a personality that is refined and professional enough, but at the same time doesn’t take itself too seriously.

The Magic Boat brand also focuses on the balances that come with growing up, challenges that its audience, and its brand are making constantly. The balance of being silly while being taken as a legitimate business, the balance of having free forms while also remaining restrained, the balance of being clean yet messy, the balance of becoming an adult while staying playful, the balance of taking on responsibility while having fun.

These balances are at the core of the Magic Boat brand because this is what the show, its creators, and its audience are all feeling right now. Together, these things will be figured out, and more importantly, it is a comfort knowing that you did not travel this long winding road alone. Now let’s have fun!

the brand

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caroline

7

the sailsthe designs

the sails

THE WHEEL

8.75°

1”

1”

1”1”

REVERSED STROKE

WAVE

If you look closely, you can see the different elements of the logo. The logo is made up of wave elements as well as the symbol of

the wheel. It has a varying stroke and what looks like a reversed stroke on the wheel.

The baseline of the letters are on a wavy line which resides on an 8.75° angle.

The logo can be scaled down and used in one color applications although it should never be scaled down more than a 1 inch width. More information on how to correctly use the logo

is featured on the next spread.

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The new logo is designed to show the movement and vibrancy of the Magic Boat.

Offered with a slight tilt, the logo emphasizes that the show itself is a little-off and quirky. The letters do not line up on a baseline but flow around each other as if being carried off by a wave. Speaking of which, waves are also flowing within the logo’s typeface itself.

The hand-drawn quality also emphasizes the handmade quality

of the show and the heart and care that is used to create the puppets and the show.

With the introduction of the brand’s primary colors and of the wheel and wave symbols within the logo, it becomes a perfect starting point for the remainder of the elements of the brand which will be explained further in the following pages as will logo usage and un-usage.

the logo

8.75°

11

starbuck

REVERSE SINGLE COLOR TWO COLOR WITH BUFFER REVERSE TWO COLOR

BUFFERED LOGO

LOGO

w

y

x

x2

w/6

w/6

w/6

y2

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logo usage

When using the Magic Boat logo, there should always be a space buffer around the logo a 1/6 of the width of the wheel. That seems a little ridiculous but we promise it will look better this way.

If traced and filled in, the space around the logo can become part of a version of the logo called the buffered logo. Although this should never be the first choice logo, this variation allows for more flexibility using the logo on top of certain colors, images, and patterns. You will see samples of its usage throughout the book.

The reverse single and two color logos are reserved for use when colors are limited for printing and other special instances such as tee shirts. They should never be the first choice of logo if printing is not limited.

The logo is the bread and butter of the Magic Boat brand. It should be a symbol of the brand as well as become a character within the brand. Its usage should be encouraged as a link to the brand but also something that viewers are equally familiar with as the puppets.

This logo is not a stagnant shape to be slapped on promotional products. It has a life of its own

and should be treated with diginity and how it is being portrayed should always be considered before used. As you can see the examples on the opposite page, there are a few faces of the logo that are used within the brand depending on the situation, although whenever possible, one should always use the original teal and orange.

Aren’t you excited to start using such a friendly logo?

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The logo is pretty fun right? But in order to keep consistency, we can’t get too crazy. The examples on the opposite page are of how not to use this logo.

logo un-usage

Yikes! Some of these are sure scary. Please DO NOT use any logo variations used on the

opposite page. Although some may not seem too bad such as the yellow logo, when the

colors change, not only is it confusing to viewers, but it changes the personality of the

logo. And we don’t want to do that do we?

A majority of the logos are just plain hard to read, something not suggested when you

want people to remember your name.

14

brother bear

DO NOT put logo on pattern

DO NOT color logo buffer

DO NOT change the rotation

DO NOT put single color on low contrast

DO NOT use different colors

DO NOT alter the proportions

DO NOT put logo on low contrast

DO NOT outline logo

DO NOT change the wheel’s color

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typographyThe typography of Magic Boat is a key element to the voice of the brand. While the typography of the logo is unique, it is perfectly accompanied by Thonburi Regular and Bold which carries whimsy and energy yet is more reserved and easier to read.

This makes Thonburi a perfect supplement for use throughout the entire rest of the brand including all printed and web applications, such as this brand manual!

Thonburi RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Thonburi BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

When it comes to using the typography within collateral pieces, all lowercase is

preferred unless it looks really weird such as in the case of the word “i”.

when i take a bath, i smell better.

See? That just looks weird: please keep the word “i” uppercase.

To provide titles to small sections, you may either emphasize by bolding or by using all

uppercase (or both!) as can be seen on the opposite page.

Certain text can be displayed on a slant. Keep the text box on a 3.5° slant.

Please use all special text treatments sparingly to keep them special!

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PMS 176-2CMYK 70/80/0/0RGB 105/80/261HEX 6950A1

PMS 254-4CMYK 60/0/30/0RGB 91/196/191HEX 5BC4BF

PMS 32-2CMYK 0/40/80/0RGB 250/167/24HEX FAA74A

PMS 295-2CMYK 40/0/80/10RGB 148/189/89HEX 94BD59

PMS 97-3CMYK 0/80/60/0RGB 241/91/91HEX F15B5B

PMS 5-3CMYK 0/15/75/0RGB 255/214/92HEX FFD65C

PMS 318-2CMYK 60/80/100/30RGB 98/60/37HEX 623C25

PMS 176-2 43%CMYK 30/34/0/0RGB 176/164/208HEX B1A5DO

PMS 254-4 42%CMYK 25/0/13/0RGB 188/227/224HEX BDE3E0

PMS 32-2 64%CMYK 0/26/51/0RGB 253/197/135HEX FDC487

PMS 295-2 68%CMYK 27/0/54/7RGB 178/206/138HEX B3CE8B

PMS 97-3 74%CMYK 0/59/44/0RGB 244/134/123HEX F5867C

PMS 5-3 63%CMYK 0/9/47/0RGB 255/227/152HEX FFE499

PMS 318-2 60%CMYK 36/48/60/18RGB 146/116/95HEX 92745F

PRIMARY COLOR PALETTE

SECONDARY COLOR PALETTE

Color is a very important component within Magic Boat’s brand. The colors within the brand are as fun and varying as the children watching the shows.

There are two color palettes and lighter tints of each palette. The colors in the primary color palette are the colors in the logo and used on the basic stationary.

The secondary color palette is used for other materials within the brand and collateral materials.

The lighter tints are used sparingly within the brand and are mainly used for contrast with their darker counterparts, such as you will see in the patterns.

Another important color in Magic Boat’s brand is the color white. White is used either on backgrounds, text, or around the logo to create contrast between colors and keep the pieces from being too overwhelming with color.

color

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WAVES ANCHORS WHEELS

A very important factor of the Magic Boat brand is the use of pattern in conjunction with other elements of the brand.

Each pattern is composed of a color in the color palette and it’s lighter counter part and features an important symbol of Magic Boat (highlighted on the opposite page).

The patterns add flavor and energy to the pieces they are featured on and create a sense of movement within the composition.

They can be used often but preferably not together.

patterns

The most used pattern is the wave pattern which carries with it the wave shapes from the logo. It is often used directly with the

logo or the buffered logo.

The other patterns, the anchor and the wheel, are secondary patterns that should

be used on appropriate supplemental pieces or when the wave patterned has been used

within a piece too much.

All of the patterns look best on large areas.(check out the dividers)

The colors used within the patterns cannot be changed to other color combinations

unless they are printed in single color in which shades of grayscale may be used.

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The symbols used in Magic Boat are further extensions of the brand but in more simplified means.

The three symbols are the wheel, the anchor and the waves which are used in the logo and in the patterns on the opposite page.

These symbols are meant to be used to add to Magic Boat materials as well as be used on their own as recognizable elements of the brand.

symbols

It is not preferred for these symbols to be used together because they would fight for attention, but if for some reason they are, they need to be proportional to each other.

The colors of the symbols can be changed from their “normal” colors although the waves may not be as understood if they are not a shade of blue.

When using the waves, more wave curls can be added to make the wave longer. A single wave should never be used because it loses it’s understandability. Along the same ideas, the end of the wave should never be shown, meaning the wave should always bleed off of the page or have the beginning and endings obstructed by something. (see page 2 for an example of a correct way to use the wave)

WAVES

ANCHORWHEEL

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BROTHER BEAR

BROTHER ABBOT

FINNMR. OTTER

STARBUCK

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And here they are, The puppets of the hour! The characters of Magic Boat are the main attraction and full voice of the Magic Boat and should be represented as such with fun and dignity.

Whenever imagery of the crew is being used, the characters need to be a prominent feature. Their faces should not be obstructed by anything else on the page although other parts of their body can be. For instance, the bottom part of

their body should be obstructed (but tastefully) because since they are puppets, do not have an existence past the torso.

One other thing to be taken into account when using images of the characters, their heads should remain in proportional sizes to each other. The only exceptions being Starbuck who must remain about 2/3 the size of the others, and the bird brothers, who’s heads are just a tad smaller.

the crew

SHEP

CAROLINE

CAP’N GOWN

RYNAN

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Addressee NameOffice/CompanyAddressCity, State, & Zip

Ahoy there!

Thank you friend for taking the time to read this sample letter. Yes this is just a sample letter but there is also valuable information you can learn from it, such as, how to set up this letter.

The document margins are .5 inch on the left and bottom, 1 inch on the right. No text or other information except for the logo and the watermark should extend past this.

In case you would like to know, the logo is 2.75” by 1.75” and the watermark is 7.125” by 7.75” and is at 8% tint. Both are very cute, wouldn’t you agree?

As you can see, There is some information that needs to be filled in before this can be sent out to anyone. Please remember to do so or it might be kind of confusing. Thank you friend.

The type treatment on the body of the letter is Thonburi Regular 10pt/13pt. It has a space after of 1 pica with a space after of 2 picas after the recipients address, the greeting, and before the signature.

In the left column, the text is 9pt/13pt with the exception of the e-mail and website, which are 10pt/13pt. There is a 1 pica space after the website.

As for the content, well that is up to you! Please always include a greeting though. It does not have to be “Ahoy there!” but that works pretty good right?

Thank you so much for your support,

Keep on sailing! Magic Boat Crew

1111 north streetchicago, IL 60605

magicboat@gmail.comcolorphony.com

Date

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1/4”

1/6”

1/2”

1/2”

1/6”

1/4”

1”

1 1/6”

Although not the focus, it is very important for Magic Boat to have a sophisticated identity and stationery system in order to be taken seriously (but not too seriously) by donors, supporters, and other organizations.

The basic stationery guidelines shown were developed to be added to further stationery items.

stationery

get a closer look at what I’ve found.

wheel sticker

Addressee NameOffice/CompanyAddressCity, State, & Zip

1”

16pt/21pt

1111 north streetchicago, IL 60605

magicboat@gmail.comcolorphony.com

1/2”

1/6”

1/6”

Information for using the letterhead is printed within the letterhead on the opposite page.

The envelopes feature a patterned lining and a quote from the theme song of the show. Each letter is finished off with a captain’s wheel sticker.

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The business cards for Magic Boat are different based on whose card it is. All cards feature one of the Magic Boat patterns on the back side with the darker color from the pattern being used for the text on the front. The director’s card will feature the wave pattern, the management and marketing group’s the capitan’s wheel pattern, and anyone involved in the different stages of production will feature the anchor pattern.

the seas

the seasthe execution

A very necessary collateral piece is the title screen of the web shows. This will most likely be the viewers first interaction with the brand before visiting the website or going to a live show.

This is a flat sample of the title for the web shows that would appear after the theme song.

web show materials

26

finn

The waves will be rolling across the screen towards the right as the logo swings in. The character, which would change each episode, would give one last introduction or funny thought that would then lead into the show as the title fades away.

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The live show banner will hand below the stage on the front of the travelling puppet theater. It will hang there the entire show

reminding the audience what they are watching and where they can see more. The

actual width of the banner is 8 feet.

The purple shirt featured on the opposite page will be a shirt that is not sold as merchandise and is only reserved for

puppeteers to wear to performances. The purple is unique enough and is dark enough

to not call attention to the performer when in the middle of performing.

LIVE SHOW BANNER

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PUPPETEER SHIRT

29

Magic Boat needs to make an impression with the audience members in the parks and other locations where they are preforming before the first puppeteer opens his hands.

The live show collateral will help to already give the audience something to get excited about before the can even encounter the show as well has creating a cohesive and put together look between the show and the performers.

live show materials

brother

bear

caroline

30

A few of the other printed materials for Magic Boat are highlighted on this page.

To the right is a card that will be sent to the financial supporters of Magic Boat thanking them for their much appreciated support in a simple yet fun way to show them a little taste of where their money is going. They will be die cut to be in the shape of the wheel and then sent in a square envelope based off of the letter-sized envelope.

Directly below is a multiuse take away card that simply lists the information for the live and web shows.

printed materials

LIVE

SHOWS

saturdays 11am

may through september

wicker park playground

chicago, illinois

WEB SHOWS

every monday

colorphony.com

A sample of the start up page and a video page. The website will also feature interactive games, information about the web and live shows, and an online shop. There will also be an activities section underneath game where users can download and print activities to do with their families.

WEBSITE

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The website for Magic Boat needed to be a highly interactive and sophisticated site that is easy to navigate to video content but also includes games and other ways of interacting with the characters.

At the start page, the puppets will be talking and introducing the viewer to the life of the show before they click to enter.

Afterwards, depending on the page, the character featured at the top of the page will change, introducing the character to the viewer while the character says a little blurb.

the website

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BUTTONS

RUBBER BAND BRACELETS

The collateral featured on this page and the following are a sample of the pieces that would be designed specifically for viewers to take away from the live puppet shows or to order online.

The buttons will feature the logo, characters, patterns, and symbols using all of the brand colors, creating a large variety of buttons.

The rubber band bracelets will be given out in a pack that would feature the simplest of the brand elements, the anchor and captain wheel although they could be expanded to include the silhouette of characters.

The trading cards featured on the opposite page are just a sample of the cards that would be created featuring all of the characters to be given to viewers.

The tee shirts would be available for purchase in many different colors with some styles featuring illustrations of the puppets.

Stickers would also be given out with the other promotional materials to help further the Magic Boat brand and create more personal connections by being allowed into the viewer’s lives, which is the whole point right?

the fun stuff

33

colorphony

.com

TRADING CARDS

STICKERS MERCHANDISE SHIRTS

Copyright © Tayler Westlake 2011taylerwestlake.com

All images by Tayler WestlakePuppets created by Tyler Culligan

Magic Boat is trademark property of Colorphony Productions LLC

colorphony.com

love,

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cap’n gown

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