Brand Identity Guide: Newark Office of Film + Television

Brand Identity Manual & GuideJan 2013

Introduction Basic Standards Color Typography Stationary System Applications

Brand Identity Manual & Guide

The following document includes instructions and suggestions on how to apply the above

logomark to ensure brand fidelity and consistency.

corporate identity manuals & guides Brand Name Here

page number 3 from total 27 pages

Table of Contents

1.0 Introduction

2.0 Basic Standards

3.0 Color

4.0 Typography

5.0 Stationary System

6.0 Applications

7.0 Glossary

identity manual & guide Newark Office of Film + Television

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1.0Introduction


corporate identity manuals & guides Brand Name Hereintroduction


Introduction

This manual is a reference for staff,

members, partners and vendors who

need to understand the philosophy of,

necessity for and process of Brand

Management. The accompanying Brand

Management Tool Kit is a resource for

those who need to undertake specific

brand management activities.

The Newark Office of Film + Television

(NOFT), as the official film office of the

City of Newark, aims to advance the

production and success of film, media

and entertainment arts in the city of

Newark, NJ. The NOFT brand and its

components communicates NOFT’s

vision and values and, as such, must be

used in a consistent manner.

The Newark Office of Film + Television’s

name, wordmark and logos are prop-

erty of the Newark Office of Film and

Television. None of these elements may

be used to designate a social, busi-

ness, political, religious, or any other

organizational endorsement, without the

approval of the NOFT.

If you have any questions concerning

the use and approval of any NOFT

branding components, please contact:

Newark Office of Film + Television

O’Brien E. Kelley

Director

[email protected]

917.375.3092

Brief overview of manuals and guides


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2.0basic standards


corporate identity manuals & guides Brand Name Herebasic standards


The NOFT logo is in square format

to optimize social media usage and

to reflect balance and serenity amid

complexity.

The logo incorporates the color black

and the three primary colors of the RGB

color spectrum: Red, Green and Blue,

from which all colors can be created.

This signifies NOFT’s openness to all

the possibilities and pays homage to the

creative arts. Yet, the multi-color usage

is juxtaposed against a majority black

/ white logo. This is not only a nod to

cinema’s origins, but also an expression

of clarity and “official-ness”.

The “flying RGB triangles” illustrate

the production “puzzle pieces” NOFT

aims to synergize into a coherent whole.

The logo also makes use of neg-

ative space, which adds a sense of

movement and readies the logo for an

animated interpretation.

The font Gotham, a modern favorite,

was chosen precisely to convey NOFT’s

support of contemporary artists, produc-

ers and creators.

Finally, the logo was crafted to

display effectively on dark backgrounds

via a faithful “alternate” version, seen

above.

21 px

6 px

6 px 6 px

The Logo

Original Alternate

3 px 3 px3 px

white space

whi

te s

pace

whi

te s

pace

white space white space


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“E Pluribus Unum”(Out of Many, One)

- Founding motto of theUnited States of America



Surrounding Space For Print & Web

A prescribed amount of clear space

around the logomark should be main-

tained at all times. No other type or

graphic or text element may appear

within the prescribed clear space.

The use of the favicon graphic may be

used in small or tight display spaces

(see below).

Blue SquareIs Cap Height

Clean area for Complete Logo Elements Clean area for Favicon and LogotypeClean area for Complete Logo Elements (Alternate)

5 pixel1 px

2 px3 px

2 px

1 px

NEWARK OFFICE OFFILM +TELEVISION


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Unacceptable Uses

1. Do not distort any portion of the logotype/logomark.

2. Do not crop any portion of the logotype/logomark.

3. Do not tilt the logotype/logomark.

4. Do not rotate the logotype/logomark. (An obvious exception to this

guideline would be a vertical street pole banner with logo appearing as

the primary element in a vertical position by necessity.)

5. Do not flip the elements in the logomark.

6. Do not cover any components of the logomark with other shapes or

colors.

1 2

3 4

5 6

It is extremely important for brand success that the logotype and signatures be

displayed correctly. This includes always using the correct typefaces and the

correct relative positioning and size of all elements. The examples on this page

illustrate unacceptable displays.


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3.0logotype fonts


corporate identity manuals & guides Brand Name Heretyphography


Corporate FontsTypography is one of the most recognizable elements of an identity and

helps portray the personality of an organization. The typefaces shown here

are examples of members in the chosen font families. Typefaces from the

same font family that are not listed here may be used as well.

Gotham Thin

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ // abcdefghijklmnopqr

stuvwxyz // 1234567890 //

!@#$%^&*()

Gotham LightABCDEFGHIJKLMNOPQRST UVWXYZ // abcdefghijklmno pqrstuvwxyz // 1234567890 // !@#$%^&*()

Gotham MediumABCDEFGHIJKLMNOPQRS TUVWXYZ // abcdefghijklmn opqrstuvwxyz // 1234567890 // !@#$%^&*()

Gotham Medium ItalicABCDEFGHIJKLMNOPQRS TUVWXYZ // abcdefghijklmn opqrstuvwxyz // 1234567890 // !@#$%^&*()

Gotham BoldABCDEFGHIJKLMNOPQRST UVWXYZ // abcdefghijklm-nopqrstuvwxyz // 1234567890 // !@#$%^&*()

Gotham UltraABCDEFGHIJKLMNOPQRST UVWXYZ // abcdefghijklm-nopqrstuvwxyz // 1234567890 // !@#$%^&*()

Beautiful Gotham Font Family


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typography


4.0colors


corporate identity manuals & guides Brand Name Herecolors


Corporate ColorsConsistent use of color can help build strong brand recognition. This makes it

possible for an organization to “own” a certain set of colors, by leaving a lasting

impression through identification of the organization with that specific color palette.

Primary Corporate Colors Secondary Colors

Accent Colors

PrintPANTONE Matching System

PrintCMYK Matching System

PrintWEB Matching System

PMS Red 186

PMS Blue 7460

PMS Green 382

C 0 + M 100 + Y 81 + K 4

C 100 + M 32 + Y 13 + K 30

C 46 + M 4 + Y 100 + K 0

R 227 + G 24 + B 55

R 0 + G 133 + B 183

R 152 + G 194 + B 61

+ C 100

+ M 0

+ Y 0

+ K 0

+ C 0

+ M 100

+ Y 0

+ K 0

+ C 0

+ M 0

+ Y 100

+ K 0

+ C 100

+ M 100

+ Y 0

+ K 0

+ C 100

+ M 90

+ Y 0

+ K 0

+ C 0

+ M 0

+ Y 0

+ K 100

+ C 0

+ M 0

+ Y 0

+ K 70

+ C 0

+ M 0

+ Y 0

+ K 30

+ C 0

+ M 0

+ Y 0

+ K 20

+ C 0

+ M 0

+ Y 0

+ K 10


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Monochrome Reproduction

The NOFT logomark shall either be reproduced in full-color (4C) process or in

monochrome as illustrated below. The NOFT logomark shall not be reproduced in

two or three-color formats.

Color Reproduction


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Screens and Shades

The color palette can be increased by

using screens and shades that originate

from the primary colors.

The primary colors are shown in the

center of the palette range.

The lighter tints are created by

screening the primary colors against

white. The darker tints (shades) are

created by adding black to the primary

colors.

The tints shown here are examples

of this range. Additional screens and

shades can be used as well, according

to the needs of the application.

Pantone Red 186

Pantone Blue 7460

Pantone Green 382


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5.0stationary system


corporate identity manuals & guides Brand Name Herestationary system


STATIONARY SYSTEM

The stationery standards provided in the following pages are an essential part of

the logo visual identity system and are to be used by all units.

Logotype : PMS Blue 7460

Address block text : Gotham Light

Color : Black

Size : 8.5” x 11”

Standard Letterhead

Left Margin 1,5”

Left Margin 3.5”

Month, Day, Year

Dear Ms. Doe:

Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit,

quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie

conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor

amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq

uipsum ver illaor iriure molorpe rciliquat.

Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deli-

quat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem

er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre

magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem.

Voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt

lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit

wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.

alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud et luptat, quate

enibh ea facing ex et num deliquat.

Sincerely,

John Smith

Title


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corporate identity manuals & guides Brand Name Herestationary system


Mini Card - Front

Logotype : Black, PMS Blue 746

Address block text : Gotham, Gotham Light

Color : PMS Blue 746

Size : 2.75” (70mm) x 1.10” (28mm)Margin 0,25”

Mini Card - Back

Logotype : White, PMS Blue 746

Address block text : Gotham Bold, Gotham Light

Color : PMS Blue 746, PMS Red 186, PMS Green 382, Black

Size : 2.75” (70mm) x 1.10” (28mm)Margin 0,25”


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corporate identity manuals & guides Brand Name Hereapplication


Envelope - Front

Logotype : White

Address block text : Gotham Light


Size : #7.75 Monarch envelope 3.875” x 7.5”

Newark Office of Film + Television (NOFT)164-B Delancy StreetNewark, NJ 07105, USAwww.newarkfilmtv.com

Margin 0,5”

Margin 0,5”

Envelope - Back

(seal with sticker)

Logotype : White

Address block text : None


Size : #7.75 Monarch envelope 3.875” x 7.5”


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Margin 0,5”

Margin 0,5” Sticker Seal


6.0application




Merchandise Examples

This page shows examples of acceptable uses of the visual identity system on

merchandise.

T-shirt

Baseball Caps

Mugs

Pins

Shopping Bag


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Signage

Displayed on this page are examples of the potential exterior and interior signage

design. These examples are not graphic design suggestions, but rather examples

of how the logomark may be displayed on signage.

Film

Television

Web Series

Music Videos

Explore.

Partner.

Create.

Outdoor Signage

Indoor Signage


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7.0glossary


corporate identity manuals & guides Brand Name Hereglossary


GlossaryCap Height // A unit of measurement describing the

height of the left vertical of the large initial Letter in

the logotype. This unit is used when establishing the

clear space for the logotype or signature.

Color Palette A // selection of specific colors that are

chosen to coordinate, contrast, or harmonize, as an

aide to maintaining a desired degree of consistency

within a visual identity system.

Font // A complete set of type of one size and face.

Museo 12 point is a font.

Identity Manual // A formal reference document es-

tablishing technical and creative standards for a visual

identity system. Typical standards include descrip-

tions and specifi cations for reproducing the logo or

logotype, stationery system, common print and web

applications, and examples of use on merchandise.

Logo // A generic term for a unique graphic symbol,

display of a name, or a combination of both, that is

used to represent a product, company, organization,

or other entity.

Logotype // A logo composed of type.

Logo / Logomark // A generic term for a unique

graphic symbol, used interchangeably with “logo.”

Master Brand // The overarching identifier of an

entity or organization. Also an identity strategy that

applies the name of the overarching brand to all

subunits.

Primary Color Palette // The core selection of

identifying colors that are used in a logo. The official

logo used on legal or ceremonial documents, often

rendered within a circular shape. Serif/Sans Serif In

typography, a sans serif typeface is one that does not

have the small thorn-like features called “serifs” at the

end of strokes within letters.

Signature // The combination of the logotype with

an additional more specifi c identifier.

Supplementary Color Palette // A selection of

colors designed to supplement the primary color

palette for use in all related communications except

the logo itself.

Tag Line // A slogan used to support the identity.

Template // A fi le with an associated style sheet

and all standing and serial elements in place on a

master page, used for publications following the

same design.

Typeface // The set of characters including upper-

case and lowercase alphabetical characters, numbers,

punctuation, and special characters. A single typeface

contains many fonts of different sizes and styles.

Garamond is a typeface.

Type Family // A group of fonts of the same basic

design but with different weights and proportions.

Museo is also a type family.

Units // Subdivisions of the overarching organization.

Unit Signature // The typographic addition to the

logotype that may be used to designate a specific

unit.

X-Height // A unit of measurement describing the

height of the small letter in the logotype. This unit is

used when establishing the location of the informal

seal and/or unit signature relative to the logotype.

:)


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Brand Identity Guide: Newark Office of Film + Television

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