may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

BRAND STYLE GUIDE

“Accomplishment is easiest when we work the hardest, and it is hardest

when we work the easiest.”UNKNOWN

The Academy of Art University Spring Show celebrates and showcases student works of

excellence, originality and elite talent.

This seal reflects the skillful work of the students along with the fresh and contemporary

atmosphere of the AAU Spring Show.

OUR MISSION

BRAND BOOK

18. PUBLIC TRANSPORT

19. STREET BANNERS

20. DIRECTIONAL SIGNS

21. ELEVATORS

22. DISPLAY MONITORS

23. WEB BANNER

24. WEB HOMEPAGE

03. FULL COLOR LOGO

04. BLACK & WHITE LOGO

05. CLEAR SPACE LOGO

06. LOGO DOS

07. LOGO DONT’S

26. INVITATION

27. NAME TAGS

28. TABLE CARDS

29. T-SHIRTS

30. CERTIFICATE

11. TYPOGRAPHY

13. COLORS

ACADEMY of ART UNIVERSITY

TABLE OF2011

CONTENTS

part 01 part 02 part 03 part 04

one

THE LOGOPG 1

part DESIGN

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

THE MISSION: The Academy of Art University Annual Spring Show celebrates and showcases students work of excellence, originality and elite talent. This seal reflects the skillful workof the students along with the fresh and contemporary atmosphere of the 2011 Spring Show.

The 2011 Spring Show design differs greatly from previous years through it’s unique color choice, interesting shape patterns, and a seal-like quality. Using a seal as the logo demonstrates the quality and dedication of the school.

02

01

CONTEMPORARY

ELITE & AWARDING

Fresh, unusual, and interesting, this logo demonstrates the originality and contemporary feel of the Spring Show.

This seal-styled logo is used to display and award the hard work of the elite students showcased in the Spring Show.

part one – page 03

01 FULL LOGO DESIGN

01 02

This version is only to be used for faxes and black and white printers. Do not use this to print out for Academy of Art University Spring Show attendees. This is to be used stictly for quick documents, and not to be seen by the public.

To turn the logo into grayscale, check your computer’s print settings for grayscale features. You can also use your image editing program, or programs of choice.

02

01

ALWAYS AVOID

GRAYSCALE

This is only to be used for faxes and quick black and white printing. Notto be printed for the public.

Use your computer settings to set the logo at an acceptable and well contrasted grayscale version

part one – page 04

02 LOGO BLACK AND WHITE

01 02

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SPRINGACADEMY of ART UNIVERSITY

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Logos should never be over crowded with any items such asimages, typography, or any other sort of obstruction. The Spring Show logo should have white, blue (the appropriate blue) or the appropriate cream color background. However, no item should touch the logo by any means.

Use the size of “SHOW” or for easier reference, just the “W” in “SHOW” to determine the amount of clear space needed around the logo. You will need to measure this upon resizing the logo.

02

01 CLEAR SPACE

THE “W”To set the boundaries for space around the logo, use the respectively sized “W” in “SHOW” as a basis.

Don’t allow any type, images or any other sort of obstruction too close to the logo. This will cause unnecessary distraction to the display of the logo

part one – page 05

03 USING CLEAR SPACE

01 02

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

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SPRINGACADEMY of ART UNIVERSITY

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SPRINGACADEMY of ART UNIVERSITY

02 DECORATIONUse decoration sparingly and only if the seal seems empty within the design.

01 BACKGROUNDSTo set the boundaries for space around the logo, use the sized “W” in “SHOW” as a basis.

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

Background colors for the logo should only be turquoise,yellow, and white. Appropriate clear space must be added to the logo at all times.

Decoration around the logo is acceptable. The decoration should only be the banner, with the interior knocked out to the blue, white or yellow background color. Keep it far enough away from the logo to not distract the viewer.

part one – page 06

04 APPROPRIATE USAGE

01 02

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

may

25thSHOW

2011

SPRINGACADEMY of ART UNIVERSITY

The logo should never have an orange background. This disrupts the dimensionality of the logo. Nor should the logo ever have a misshaped background without the orange dimensional border.

Never have the logo bands touching the logo, or become too distracting. The Spring Show logo should never be cropped off the side of the page.

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

02 DECOR/CROPPINGAlways have empty bands cropped off the side, be sure to never have them touching the logo. Never have the logo cropped off the page.

01 BACKGROUNDSNever use an orange background, this deforms our logo. Also never use a misshaped background.

part one – page 07

05 INAPPROPRIATE USAGE

01 02

PG 9

part two& COLORTYPOGRAPHY

Knockout is the dominant font used in the brand identity. Though Knockout is capable of many weights, there are only three that are to be used in the 2011 Spring Show design system. HTF32 Junior Middle Weight, HTF50 Welter Weight and HTF49 Light Weight. Each have their own rules and guidelines of when to use them

HTF32 Junior Middle Weight - Body copy.HTF50 Welter Weight - Headlines, and “Show” in logo.HTF49 Light Weight - Only for “Spring” in logo.

KNOCKOUT

HTF32 JUNIOR MIDDLE WEIGHT

KNOCKOUT

KNOCKOUTHTF49 LIGHT WEIGHT

HTF50 WELTER WEIGHT

part two – page 11

01 TYPOGRAPHY

01 02

01

02

03

Adobe Garamond is only to be used as an accent typeface. The Academy of Art University uses this font in their logo. You will also find this face spelling out the date in the Spring Show logo. Use this face in small type situations and numerals. There are only two styles of Adobe Garamond to use, bold and small caps.

Adobe Garamond Small Caps & Oldstyle Figures are to be used as the primary Adobe Garamond typeface. Adobe Garamond Bold is only used to display The Academy of Art Univeristy logo. This face should only be displayed in dark gray.

ADOBE GARAMOND

adobe garamondADOBE GARAMOND SMALL CAP & OLDSTYLE FIGURES

ADOBE GARAMOND BOLD

part two – page 12

02 TYPOGRAPHY

01 02

01

02

Here are the orange colors used in the design. These are used to show depth in the graphic elements. Blue type is to be displayed only on yellow. Gray type is only to be displayed on Orange 03. Yellow is used as a background color, and Orange 01-03 are used to create an uneven depth around the yellow background color.

Never have any of the oranges touch the same shade of orange. This creates a distasteful element, and disrupts the angles to create the illusion of depth.

01 ORANGE 01C = 00M = 50Y = 100K = 00

R = 240G = 127B = 10

R = 247G = 166B = 53

R = 249G = 177B = 79

R = 255G = 250B = 178

02 ORANGE 02C = 00M = 40Y = 80K = 00

03 ORANGE 03C = 00M = 27Y = 69K = 00

C = 00M = 00Y = 30K = 00

04 YELLOW

part two – page 13

03 COLORS

01 02

Turquoise is used for typography, but only on a yellow or white background. Turquoise should also be used as the more eye catching background (vs. yellow.) Gray is only used for the Adobe Garamond typeface.

Red is only used in the Academy of Art University logo, and should not be used anywhere else in the design. Bright yellow is only used on the certificate awarded to the top students in each of the departments.

03 TURQUOISE

04

05

06

C = 92M = 00Y = 42K = 00

RED

BRIGHT YELLOW

C = 00M = 100Y = 100K = 00

C = 05M = 00Y = 82K = 00

GRAYC = 00M = 00Y = 00K = 80

part two – page 14

04 COLORS

R = 0G = 61B = 153

R = 70G = 71B = 73

R = 244G = 0B = 27

R = 247G = 175B = 200

01 02

DISPLAYPG 17

part threeSIGNS

The Academy of Art University will be advertising through the San Francisco Muni system. This is a great way to grab the attention of people who don’t normally attend our Spring Show, along with reminding others of the event.

This year we will be using a half-size bus wrap on many of the most frequently used bus lines. Our logo will appear in the center, and overlay the windows.

part three – page 18

01 PUBLIC TRANSPORTATION

01 02

Street banners are the most important means of advertising the event. This means they have to be bold, eye-catching, and straight to the point. Here we have an example of what the street banners will look like. On the right will be the Spring Show logo with decorative bands around the corners.

Notice this is the only instance for a rule break. The logo is bleeding off the edges, and is not abiding by the clearspace mentioned earlier. This is used to write “Spring Show” as large as possible, and is the only time a rule is broken.

part three – page 19

02 STREET BANNERS

01 02

Interior directional signage will be hung from the ceilings, along with propped up on easles around the buildings. The design is simple and expresses the multiple levels of depth. Each sign will have its own unique shape, but will keep the typographic style in suit with each other.

Each sign should announce the appropriate location it is directing towards, along with an orange directional arrow. The red Academy logo should be placed on top, with two blue strokes displayed on the sides.

part three – page 20

03 DIRECTIONAL SIGNS

01 02

MFA PORTOFLIOSGRAPHIC DESIGN

BFA PORTFOLIOSGRAPHIC DESIGN

GRAPHIC DESIGNPACKAGING

01 02

These are demonstrations of indoor display graphics. The elevator is simple and clean. It gives no worded information, but a mere reminder about the Spring Show. It provides for an interesting graphic and is not overcrowded with information.

In groups of three elevators, the center elevator needs the logo and decorative design. The other elevators on each side should display artwork of the students.

part three – page 21

04 ELEVATORS

Throughout the Spring Show there will be monitors displaying students awarded artwork from all departments. This will be in a slideshow format and will change artwork every 6 seconds. On the right will have our logo, along with the artists name and the name of the selected work of art.

These monitors add a touch of the digital world to the Spring Show. It has a similar design to the Spring Show website. Each building will display these monitors in their lobby.

part three – page 22

05 DISPLAY MONITORS

01 02

This is the Academy of Art University’s home page. In the center will be the 2011 Spring Show logo. This is a perfect example of how the logo should appear. There should be theappropriate clear space aroundthe sides of the logo, and it should be placed on the turquoise background color.

This entire image will act as a link to the 2011 Spring Show image gallery, more information, and contact information on the school itself.

part three – page 23

06 WEB BANNER

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

01 02

This is the Academy of Art University’s Spring Show homepage. Distinct in style from the original Spring Show home page, it encompasses the style of the Spring Show to the fullest extent.

The artwork from students from this year ’s show will be displayed in a slideshow format. Names of the artist willappear below the artwork, and will be displayed in a higher resolution image once the user clicks on the artwork.

part three – page 24

07 WEB HOMEPAGE

HOME > ALL DEPARTMENTS > PHOTOGRAPHY

2011

Explore a showcase of the beststudent work and fresh talent

800.544.2787 CONTACT US

may 25thSHOW2011

SPRINGACADEMY of ART UNIVERSITY

WORDS by ELENA ZHUKOV

01 02

ADDITIONALPG 25

part fourDESIGNS

This is the design of the invitation mailer. These will be mailed to industry professionals, students and their families, along with staff members. These will also be available at the security desks of each building for people to take.

The design is simple and abides be the US Post Office rules and guidlines for official invitation/postcard mailers. On the back is appropriate room for names and addresses.

part four – page 26

01 INVITATION

01 02

part four – page 27

02 NAME TAGS

These name tags will be given away at at the front desk during the show. Name tags are reserved for industry professionals, teachers and students. Each name tag will have the academy logo at the top, name, design firm or business and “2011 Spring Show” written across the bottom.

The typography should remain consistant throughout all name tags. Decrease point size if name exceedes line length. There are three different templates of dimensional edges. These are to be used equally at random.

01 02

part four – page 28

03 TABLE CARDS

These cards will be displayed next to artwork that needs to be placed in a case. Such as package designs, 3-D modeling, and transportation design constructions. It will be availableto print online, by each student.

The layout asks the student to place their name, the course the project is for, their instruction and the name of the project. This construction can be made by simply taping the bottom together.

01 02

part four – page 29

04 T-SHIRTS

T-shirts are given away to volunteers and students and are available for purchase by the public. On the front, it displays the Spring Show logo, with adequate clear space around all sides.

The back displays information regarding the event. It shows all the majors the Academy of Art University specializes in, along with contact information and a brief statement on what the Spring Show stands for.

01 02

2011 SPRING SHOW

ACADEMY of ART UNIVERSITY

The Academy of Art University Spring Show celebrates and showcases student works of

excellence, originality and elite talent.

part four – page 30

05 CERTIFICATE

Each year the Academy of Art University awards its most elite students in each department by presenting them with a certificate of accomplishment, along with a check for one thousand dollars. This certificate will be given to the students to take home as a symbol of their accomplishments.

Each certificate will have the name of the student displayed in Adobe Garamond. The signature of the head of their department and the head of the Academy of Art University will be placed in the bottom left. This is the only time thebright yellow color is used.

ACADEMY of ART UNIVERSITY2011 spring show design