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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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4

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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1

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