laboratory of movement brand standards manual
DESCRIPTION
Laboratory of Movement Brand Standards ManualTRANSCRIPT
What is a brand? ............................................ 2
Laboratory of Movment Brand
Who is Laboratory of Movement.? ................ 3Using the Laboratory of Movement brand .... 4 Brand Tone......................................................5
BRAND ELEMENTS
Logo ..................................................................... 6Tagline ................................................................... 7Colored Circles ..................................................... 8Spacial Relationships ........................................... 9Logo Usage Guidelines ...................................... 10Using Backgrounds ............................................. 11Mistreatment ....................................................... 12Color ..............................................................13-14Color Palette ....................................................... 15Typefaces ............................................................ 16Photography ........................................................ 17
BRAND APPLICATIONS
Business Card .............................................18Letterhead ...................................................19Envelope ......................................................20Promotion/Advertising ........................................ 21Advertising .......................................................... 22Nametags .......................................................... 23Presentation Folder ............................................ 24Promotional Merchandise ................................. 25Web..................................................................... 26Promotional Video ............................................. 27
BRAND CONTACT
1
2
A brand is all of the things tangible and intangible that contribute to a company’s image.
“Simply put, a brand is a promise… it delivers a pledge of satisfaction and quality.” -Walter Landor
3
Who is Laboratory of Movement?
Laboratory of Movement offers unique and exciting programs that empower students. Through movement-based creative expression as well as discussion, students develop deeper understanding of ideas that matter.
Programs include: Core Creativity, Show U and Live Documentary of Dance.
4
Using the Laboratory of Movement brand
The Laboratory of Movement brand identity is one of a kind. Any time the visual elements of brand identity are displayed, they represent the organization as a whole. To ensure that Laboratory of Movement maintains a consistent and professional reputation in the community, display of visual brand identity elements should always adhere to the guidelines in this manual.
5
Brand Tone
The voice of Laboratory of Movement is friendly, positive, and engaging. We are passionate about what we do. The Laboratory of Movement brand voice is conveyed visually through the use of friendly photographs, upbeat colors, circles that convey a joyful tone, along with and a playful typeface.
6
Logo
The Laboratory of Movement logo includes a microscope to represent discovery and experimentation, which are important to our approach to learning.
The blue circle within the microscope emphasizes structure and stability, much like the support that Laboratory of Movement staff provides for students who are exploring ideas in a new way through Laboratory of Movement’s programs.
The typeface of the logo, Andrea Karime, is playful and represents the joyful attitude of the organization.
7
Tagline
The tagline for Laboratory of Movement is “not your average educational outreach”. This statement emphasizes, in a playful way, that Laboratory of Movement programs are distinctive in comparison to other arts education programming.
The tagline must always be displayed in the typeface Helvetica Neue Regular.
If the tagline is used with the logo, it should be fitted directly under the base of the logo.
Not your average
educational outreach
8
Colored Circles
The use of multiple “bouncing” colored circles as a design element represents the playful, energetic tone of Laboratory of Movement programs. See page [#] for color chart.
9
Spatial Relationships
Size Restrictions
The logo should never be presented smaller than 1.3684 in. X 0.7406 in. See figure to the right.
Safe Area
To maintain the integrity of the logo, the logo should always be displayed with clear space around it. The minimum amount of clear space should equal the diameter of the blue circle within the logo’s microscope, regardless of the size at which the Laboratory of Movement logo is presented. This is shown to the right.
1.3684 in.
0.7406 in.
10
Logo usage guidelines
The Laboratory of Movement logo should not be recreated or altered in any way.
The guidelines stated throughout this manual must be applied when using the Laboratory of Movement visual brand identity.
This includes: color, minimum size, safe space, and approved applications.
11
Using backgrounds
The logo should be presented on a background that provides has enough contrast to identify the logo clearly. Examples are shown to the right.
The logo should NOT be presented on backgrounds that:
Cause the logo to “blend in” or be difficult to distinguish
Display patternsExamples are displayed shown to the right.
12
Examples of what you can NOT do with the logo
1. Do not attempt to recreate the logo.2. Do not change the logo’s orientation.3. Do not stretch or skew the logo.4. Do not apply effects (drop shadow, bevel, etc.) to the logo.5. Do not change the logo color, except as described on page # of this manual.6.Do not crop the logo in any way.7. Do not surround the logo with any shape.8. Do not place patterns.
2
5
7
3
4
6
8
13
Color
In most circumstances the logo should be presented in the three Laboratory of Movement colors.
PMS 2995 M
PMS 432 M
PMS Black 6C 2X
PMS White/Paper
PMS 7486 M
30%oppacity
PMS 7486 M
PMS 2995 M
PMS 2995 M
PMS 7486 M 30%, PMS 7486 M 70%, PMS 2995 M 30%,PMS 2995 M 70%, and do not have any involvement with the Laboratory of Movement logo. These colors are incorporated in circles as a design elements through out applications within the brand identity.
PMS White/Paper, does not have any involvement with the Laboratory of Movement logo. PMS White/Paper is used as a background color.
30%oppacity
70%oppacity
70%oppacity
14
30%oppacity
30%oppacity
70%oppacity
70%oppacity
PMS 2995 M
CMYK70/15/2/0
RGB 43/170/221
HEX #2BAADD
PMS 432 M
CMYK69/63/62/58
RGB 51/51/51
HEX #333333
PMS Black 6C2X
CMYK0/0/0/100
RGB 0/0/0
HEX #000000
PMS White/Paper
CMYK0/0/0/0
RGB 255/255/255
HEX #FFFFFF
PMS 7486 M
CMYK22/0/66/0
RGB 205/224/125
HEX #CDE07D
PMS 7486 M
CMYK22/0/66/0
RGB 205/224/125
HEX #CDE07D
PMS 2995 M
CMYK70/15/2/0
RGB 43/170/221
HEX #2BAADD
PMS 2995 M
CMYK70/15/2/0
RGB 43/170/221
HEX #2BAADD
Color
15
Grayscale LogoIn circumstances where the logo cannot be displayed in full color, the logo should be presented in grayscale form. See example to the right.
Black LogoIn circumstances where the logo cannot be displayed in full color in promotional items (for example, on a white t-shirt) the logo should be presented in all black. See example to the right
White LogoIn circumstances where the background for the logo is too dark and there is not enough contrast to identify the logo clearly, the logo should be presented in all white. See example to the right.
16
Color Palette
Black is the approved color for the typeface used within the logo. Under no circumstances should the color of the typeface be changed unless the logo should be shown on a black background. In circumstances where the background for the logo is too dark and there is not enough contrast to identify the logo clearly, the logo should be presented in all white.BLACK: PMS-Black 6C 2X - CMYK 0,0,0,100 – RGB 0,0,0 – Hexadecimal #000000
Teal is the approved color of the circle within the microscope of the logo. Under no circumstances should the color of the circle be changed unless the logo needs to be shown in all black, all white, or in grayscale.Teal: PMS-2995M – CMYK 70.37, 14.93, 2.11, 0 – RGB 43, 170, 221 Hexadecimal #2BAADD
Gray is the approved color of the shapes that make up the microscope. Under no circumstance should the color of the shapes that make up the microscope be changed unless the logo needs to be shown in all black, all white, or in grayscale.Gray: (PMS-432M – CMYK 69.48, 63.18, 62.12, 58.36 – RGB 51, 51, 51 Hexadecimal #333333)
17
Typefaces
The typefaces of Laboratory of Movement are Andrea Karime, and Helvetica Neue.
Headers and page numbers in print should be set in Andrea Karime or Helvetica Neue Regular.
Headers on the web should be set in Helvetica Neue Bold.
Navigation on the web should be set in Helvetica Neue Regular, presented in all lowercase.
Body copy in any application should be set in Helvetica Neue Regular.
If in any instance these typefaces are not available, Helvetica or Arial may be used as an alternative for body text.
Andrea Karime
abcdefghijklmnopqrstuvwxyz
0123456789
Helvetica Neue RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstvwxyz!@#$%^&*()_+{}|:”<>? 0123456789
Helvetica RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstvwxyz!@#$%^&*()_+{}|:”<>? 0123456789
Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstvwxyz!@#$%^&*()_+{}|:”<>? 0123456789
Helvetica Neue BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstvwxyz!@#$%^&*()_+{}|:”<>? 0123456789
18
Photography
Photographs used in association with Laboratory of Movement should reflect the organization’s values and tone. Use photos that show smiling students, engaged and friendly instructors, and a positive learning environment.
Photos shown to the right are a few examples that fit the Laboratory of Movement brand identity.
19
Business Card Size – 3.5 in. x 2 in. FrontLogo – uniformly scaled to the size of 1.3684 in. X 0.7406 in.
Name Title Text: Andrea Karime size=16 pt
Business Title: Helvetica Neue=12 pt
Other Text: Helvetica Neue size=9 pt
BackTagline Text: Helvetica Neue size=12 pt
Front
Back
co-director
(513) 828-995244 E 6th street
Cincinnati, Ohio 45202
laboratoryofmovement.com
not your average educational outreach
20
Letterhead
All formal documents composed by Laboratory of Movement should be presented on this letterhead. This letterhead template is available on the CD provided and can be used in Microsoft® Word.
Logo –uniformly scaled to the size of 2.1059 in. X 1.1398 in.Contact Information Text –Helvetica Neue 16 pt
44 E 6th Street | Cincinnati, Ohio 45202 | (513) 828-9952 | laboratoryofmovement.com
May 19th, 2011
Attn: John Smith467 5th StreetCincinnati, Oh 45202
Dear John Smith,
Suspendisse elementum gravida lorem nec volutpat. In convallis turpis non arcu molestie ultrices.Nunc tincidunt ligula a est ultrices rutrum. Donec magna orci, ullamcorper id congue sed, hendrerit ut massa. Fusce fringilla nisl ut eros mollis a posuere sem convallis. Mauris ac lectus nulla, afaucibus elit. Curabitur neque nisl, vulputate eget ornare ac, commodo eu odio. Praesent mattis interdum tempor. Aenean iaculis nunc nec
ue pharetra semper eu at est. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas velest id nulla dapibus eleifend. Nam ultricies consectetur dui, ut ornare nisl eleifend consectetur. Integer ac arcu vitae turpis pretium convallis at porttitor dolor. Pellentesque quis erat massa.Vivamus quis dui et lorem rutrum posuere non ac leo. Donec elementum suscipit sem vitae adipiscing. Integer ullamcorper gravida nunc. Aliquam vitae nibh in lectus fermentum tristique sed ac nisl. Donec mattis, libero et viverra molestie, orci dui vehicula massa, vel porttitor dui dolor vitae nunc. Aenean feugiat libero eget nunc accumsan a viverra elit mattis. Vestibulum ac elit eu sem
rhoncus venenatis. Sed pretium est sit amet libero hendrerit faucibus. Cras auctor mattis nibh fermentum suscipit. Fusce hendrerit dolor vehicula enim eleifend faucibus. Proin ac sem lectus.
Etiam nec dolor at elit pharetra pellentesque id eu nisl.
Suspendisse elementum gravida lorem nec volutpat. In convallis turpis non arcu molestie ultrices.
Nunc tincidunt ligula a est ultrices rutrum. Donec magna orci, ullamcorper id congue sed, hendrerit ut massa. Fusce fringilla nisl ut eros mollis a posuere sem convallis. Mauris ac lectus nulla, a
faucibus elit. Curabitur neque nisl, vulputate eget ornare ac, commodo eu odio. Praesent mattis interdum tempor. Aenean iaculis nunc nec
Best Regards
Lindsey JonesLaboratory of Movement513-828-9952laboratoryofmovement.com
21
Envelope
Envelope size= #10 (4.125 in. X 9.5 in.)
Logo –uniformly scaled to the size of 1.6244 in. X 0.8786 in.Contact Information Text –Helvetica Neue 9 pt
44 E 6th StreetCincinnati, Ohio 45202laboratoryofmovement.com
22
Promotion/Advertising
Promotional and advertising materials should reflect the Laboratory of Movement brand identity by applying brand elements consistently throughout.
Refer to the brochure and nametags as examples.
23
Advertising
Two print documents have been prepared to assist communication with decision makers in schools:
Tri-Fold Brochure: Folded size = 5.5 in. X 5.5 in. Full size= 16.5 in. X 5.5 in.
One-Sheet Flyer: 8.5 in. X 11 in. Laboratory of Movement offers unique and exciting programs
that empower students. Through movement-based creative
expression as well as discussion, students develop deeper
understanding of ideas that matter.
“Laboratory of Movement inspired our students
to get moving by giving them a unique and
creative outlet that encouraged exercise,
team building, and creativity while having fun!”
-Linda Jones , Wayne County School Systems
“Laboratory of Movement is making a special
commitment to empower bodies, minds and
energies through the arts movement and dance.”
– Aretta Baumgartner, Let it Shine, John G. Carlisle Elementary
Core CreativityCore Creativity combines dance education with the unique needs and goals of your curriculum. Students learn dance styles and techniques, and apply these skills while working on projects that implement your
lesson plans. Your course content is not just a lecture for students; it’s an experience! (Recommended for grades K-12)
Cost: $75 for one 30-40 minute session; $35 for each additional session
Show UStudents create, rehearse and perform a production on a topic of their choice. Working collaboratively, your students learn to inspire
others and promote social change in their school or in the larger community. Your students will express themselves in a new and powerful way, while focusing on ideas that make a difference. (Recommended for grades K-12)
Cost: $150 for one 55 minute session; $35 for each additional session
Live Documentary of DanceA live dance and multimedia performance that provides an in-depth
look into our relationships with social and artistic dance. Through this program, students gain appreciation for all forms of dance, and consider how this ancient art form remains relevant to every generation. (Recommended for grades 6-12)
Cost: $200 for a 60-minute performance
“ “
””
““ ““
Give teachers new tools for engaging
students in curriculum content
Help students advance in critical thinking,
self-expression and team building
Email: [email protected]
Phone: 513.828.9952
Web: www.laboratoryofmovement.com
We're always
happy to adapt our programs to meet your needs and your budget.
For more information, or to bring
Laboratory of Movement to your school:
not your average educational outreach
24
Nametags
Disposable adhesive nametags have been prepared for students who participate in Laboratory of Movement classes.
25
Presentation Folder
The folder is a brand-consistent professional container for marketing materials or program materials such as: -Proposals -List of activities-Lesson plans-Student and teacher evaluations-Procedure documents-Teacher’s Contract
26
Promotional Merchandise
Promotional items for Laboratory of Movement should follow the brand identity guidelines and should always promote the organization in a positive and friendly was. See items to the right for examples.
27
Web
The Laboratory of Movement website applies the elements of brand identity in a manner that is consistent with guidelines in this manual, and also conveys a professional tone in descriptions of the organization and its programs.
28
Promotional Video
The Laboratory of Movement website applies the elements of brand identity in a manner that is consistent with guidelines in this manual, and also conveys a professional tone in descriptions of the organization and its programs.
29
If you have questions regarding the Laboratory of Movement brand, please contact.
Brand ContactKim PopaLindsey JonesJillian Hacker(513) [email protected]
Agency ContactKyle Brinker(513) [email protected]