Damn Fools Brand Guidelines

Brand GuidelinesOctober 18, 2013

B. VISUAL IDENTITY 7 Naming

8 Logo Introduction

9 Logo Staging

10 Logo Minimum & Maximum Size

11 Logo Black & White High-Res Bitmap

12 Logo Black & White Vector

13 Logo Guide To Application

14 Logo Incorrect Use

15 Colour Palette Guide To Application

16 Colour Palette CMYK & RGB

17 Colour Palette Pantones

B. Continued 18 Typography Typefaces & Weights

19 Typography Guide To Application

20 Typography Kerning, Leading, Tracking & Paragraph Alignment

Table of ContentsEverything You Need To Know

A. ABOUT US 1 Our Culture

2 Who We Are

3 Brand History

4 Brand Personality

5 Brand Values

6 Brand PyramidC. Sub Brand Identity 21 Sub Brand Identity & Wordmark

22 Sub Brand Typography

23 Sub Brand Colour Palette

24 Sub Brand Accent Colour Usage

Damn Fools

D. Examples Of The Brand In Use 25 Lingo

26 Fan Communication

27 Photography Portrait Style

28 Photography Sketch Style

29-31 Social Media

32 Web

33 Advertising

34 PR

35-36 Merchandise

37 Corporate Applications

1 Our Culture

2 Who We Are

3 Brand History

4 Brand Personality

5 Brand Values

6 Brand Pyramid

About UsWe Know You’re Curious.

Damn Fools

Our Culture 1

Our Culture Is Rock CultureThe Damn Fools brand is commited to paying homage to the essence of Rock N Roll. The band members grew up exposed to the Rock Culture of

the 60’s and 70’s and they want to stay true to that culture and represent it in it’s truest form. Off The Floor, the band’s first album, draws upon and

is inspired by those at the helm of what rock and roll is... The Beatles, The Rolling Stones, Tom Petty, CCR. The aim of this album album, as well as our

brand as a whole, is to reflect the essence and culture of rock n roll and stay as true to that as possible, while at the same time creating a unique

sound of our own, as an individuals and as a group.

Rock N Roll

Damn Fools

2Who We AreBand Bio

About Us

Continued

Gordon-Firing’s extensive knowledge of vintage gear and blues

music helped shape the direction of their sound. To achieve that

same full sound as their influences, bands like the Rolling Stones, Led

Zeppelin, the Beatles, Tom Petty, and the Black Crowes, they

recruited keys player Mike Turner, who was raised on the same

musical ideologies.

Damn Fools are...

Mike Twining - Vocals

Andrew Twining - Guitar

Alex Gordon Firing - Guitar

Chris Ball - Bass

Mike Turner - Keys/ Organ

Jovan Vujatovic - Drums

After laying low for three years brothers Mike and Andrew Twining

decided the path they were headed down as songwriters and

musicians was ripe for a change. Taking refuge with their guitars, a

handheld tape recorder and a collection of old LPs, they began their

journey, writing songs stemming from the most vintage of musical

idioms: classic rock, blues, soul and southern groove. Their apprecia-

tion for the way music was written, recorded and played in the 60’s

and 70’s began to show in their songwriting.

With former band mates (Fully Loaded), Chris Ball on bass, Jovan

Vujatovic on drums, and lead guitarist, Alex Gordon-Firing, they

refocused on their musical roots, ideologies and inspirations, and

reformed under the name Damn Fools.

Damn Fools

3

The Formation of the B(r)andPrior to the formation of Damn Fools, 4 of the 6 members spent 7

years pursuing a different project that independently released two

EPs, worked with award winning producers/songwriters, toured

extensively across Canada, showcased at CMW for the Agency Group,

achieved radio play across Canada, received awards and accolades for

songwriting and performing and successfully licensed music to Film,

TV, advertising and video games.

In January 2013 Damn Fools set up shop at Vancouver’s legendary

recording facility, Mushroom Studios, with producer Dave “Rave”

Ogilvie (Nine Inch Nails, Marilyn Manson, Mariana's Trench) to record

their debut full length album – 4 days, 12 songs, live off the floor.

Damn Fools recently released their debut album "Off the Floor" June

22st 2013 and performed at the highly regarded KELOHA Music

Festival in Kelowna. The band is currently in the top 20 bands for the

Fox Seeds 2013 competition and have secured a spot opening for the

Trews at the Vancouver Island Exhibition Festival - August 17th.

Brand HistoryOur Past

Damn Fools

Edgy

Charismatic

Masculine

Genuine

Energetic

4

Personality

Brand PersonalityOur Design Foundation

All our visual and verbal approach to communication has

a consistent look and feel - an overall ‘style.’ These are the

pricipals which guide our style.

We want to be bold and stand out from

the crowd. Our look is edgy and should

make a statement and most of all it should

scream rock n roll.

Just like the personalities on stage, our

brand is charismatic. There’s just some-

thing about us that you immediately find

appealing, but perhaps you can’t quite put

your finger on it.

Our brand represents six guys... we can’t

help but ooze masculinity!

Despite our bold and edgy look and our

masculine charm, our brand has a genuine

human touch, a hand made, analogue

element for people to connect with.

Our designs are never static or rigid, they

are spirited and represent the energy we

bring to the stage and our craft.

Damn Fools

5Brand ValuesOur Guiding Standards

Our values help to shape our culture, they are our guiding

standards and beliefs that inform everything we do, from

our visual identity to the way we conduct ourselves

onstage.

Values

Damn Fools

Honest &Fun

FanFocused

CommunityDriven

PerformanceOriented

MemorableExperience

Simplicity

Synergy

Personal

‘Sketches’ As An Anlogy Of Precision Meets Imprecision. Mimics The Process Of Creating A Live Album. An Analogue Representation Of The Band’s Process.Edgy, Masculine, Genuine,

Energetic and Charismatic

Personal, Honest & Fun, Community , Simplicity, Synergy, Performance, Memorable, Fans

Consumers will feel like a friend, appreciated, engaged, relaxed & like an insider.

Entertainment, Fun, Enjoyment, Satisfaction, Relaxation

Live/High Quality Recordings, Analogue Sound, Local Performances, Intimate Look at the Band’s Process and Personalities

6Brand PyramidCore Of Our Brand

Damn Fools

Consumer Benefits

Consumer Rewards

Product Features

Brand Personality

Brand Values

Big Idea

7 Naming

8 Logo Introduction

9 Logo Staging

10 Logo Minimum & Maximum Size

11 Logo Black & White High-Res Bitmap

12 Logo Black & White Vector

13 Logo Guide To Application

14 Logo Incorrect Use

15 Colour Palette Guide To Application

16 Colour Palette CMYK & RGB

17 Colour Palette Pantones

18 Typography Typefaces & Weights

19 Typography Guide To Application

20 Typography Kerning, Leading, Tracking & Paragraph Alignment

Visual IdentityRock N Roll Style

Damn Fools

DAMN FOOLS

OFF THE FLOOR

The name Damn Fools is a vital part of our identity. The name was

choosen after a myriad of other names were explored. Somehow all

the other choices seemed forced, unoriginal and unrepresentitive of

who the member of the band were and what they represent.

After the disbanding of a former musical venture, brothers Andrew and

Mike were discussing how ludicris and insane it was for them to be

trying to make it in the music industry... again. They were ‘Damn Fools’

for trying, but they would forge ahead and follow their passion for

classic Rock N Roll.

The album name Off The Floor is a secondary part of the band’s

identity. The name comes from the expression ‘Live Off The Floor’

since the album was recorded entirely live.

The process of recording live is an integral part of the band’s philoso-

phy. They believe that recording live is like a snap shot in time and it

captures human elements that add an authentic touch to the record-

ing and final product.

7NamingBrand & Sub Brand

Damn Fools

Definining Our Visual IdentityOur visual identity starts with our logo, which is an essential part of the Damn Fools Brand. The elements that make up our logo are as follows:

A. The Typeface

Duke designed by James T. Edmondson for Lost Type Coop

Duke Fill (not Regular or Shadow) in all upper case and the kerning adjusted so that Damn & Fools match in length and the F & S are well balanced.

Duke Personality:

This visual identity starts with the typeface “Duke,” which is both approachable and refined. It’s clean and minimalist defining it as contemporary,

but with a slight vintage feel. It’s an appropriate typeface for a modern band that has strong roots in classic 60’s and 70’s rock.

B. Type Treatment:

The treatment of hand drawn ink texture as a fill gives it an analogue feel. The texture is inspired by classic vinyl records.

The typeface is also set at an angle of 8.2 degrees, which adds energy, movement and a touch of dramatic flair.

8LogoIntroduction

Damn Fools

Duke Typeface Fill

All Upper Case

Hand Drawn

Ink Texture

Used As Fill

Kerning Adjusted - Width Aligned

And The F and The S Balanced

Typeface Set At Angle Of 8.2 Degrees

Minimum ClearStaging SpaceStaging the Damn Fools logo is important to the graphic identity of

the brand. Under no circumstances should the Damn Fools logo be

staged any other way than how it is presented here.

The logo should never appear flushed to the trim line, nor should it

ever bleed. The logo, when placed next to other design elements,

should always retain a buffer on all sides. This buffer, defined by the

values X and Y, protects the integrity of the logo and prevents other

design elements from taking the spotlight away from the main

headliner.

The proportions of the minimum clear staging space, or the ‘safe

area,’ should apply to all logo applications.

9LogoStaging

Damn Fools

Y H

eigh

t0

.75

Y0

.25

Y

X Width 0.5 X0.5 X

Logo Must Not Bleed

Logo Must Not Be Flushed to Trim

Minimum Size One Exception: Guitar Pick Application

Dimensions DefinedMaximum Size

In order to preserve legibility and clarity, the Danm Fools logo must

not appear below the minimum size shown to the right. The

minimum size of the logo is 0.78 inches high and 0.64 inches wide. If

printed smaller you may risk the legibility and integrity of the logo.

The one exception to this rule is for guitar pick applications, the

minimum size is defined at 0.78 inches high and 0.64 inches wide, in

order to retain the minimum clear staging space, while still

maintaining legibility on a standard size guitar pick.

When using the vector based logo there is no suggested maximum

size. The sky is the limit!

However, when using the high resolution bitmap version of the logo

with the hand drawn texture, it is important to retain the logo

integrity by not stretching the image so that it becomes pixelated.

Please remember to print the logo no larger than:

10LogoMinimum & Maximum Size

Damn Fools

0.78 inches

Bitmap Logo Max Size:

Inches Centimetres

Width: 33.069 in Width: 84 cm

Height: 24.801 in Height: 63 cm

Guitar Pick Height: 1.25 inches Actual Size: Width: 1.12 inches

0.64 inches

0.50 inches

0.47 inches

Min Size For All

Brand Applications:

Black Bitmap Logo

The keystone to our visual identity is our logo. Whenever possible

the high resolution bitmap logo should be used in place of the

vector logo. We like character and the hand drawn ink texture used

as fill gives our logo a humanistic analogue appeal.

The black logo should primarily be used in contrast with light or

coloured backgrounds. If at all avoidable, the black logo should

never be place on pure white.

White Bitmap Logo

The white bitmap logo should be used as an alternative to the black

and should be used on dark backgrounds. We strongly suggest that

the white logo appear on black or dark grey backgrounds only.

To maintain brand strength, consistent use of the logo is important.

For additional information on when to use the bitmap textured logo

or how to use the logo appropriately with the brand colours please

refer to the following:

Bitmap vs Vector Logo Usage Page 13

Brand In Use Section Page ____

11LogoBlack & White High-Res Bitmap

Damn Fools

12LogoBlack & White Vector

Damn Fools

Black Vector Logo

The vector logos can be used in place of the high-res bitmap when

size or printing is an issue. The vecor logo will come in handy when

printing images with one tint and when resizing images for large

applications, such as stage/festival banners. The vector logo may

also be used when the textured version simply does not work with

the design.

Again, the black logo should primarily be used in contrast with light

or coloured backgrounds. If at all avoidable, the black logo should

never be place on pure white.

White Vector Logo

The white vector logo should be used as an alternative to the black

and should be used on dark backgrounds. Just like the bitmap

version, it is strongly suggest that the white logo appear on black or

dark grey backgrounds only.

To maintain brand strength, consistent use of the logo is important.

For additional information on when to use the vector logo or how

to use the logo appropriately with the brand colours please refer to

the following:

Bitmap vs Vector Logo Usage Page 13

Brand In Use Section Page ____

The Damn Fools name and logo are an asset to our identity and in order to maintain brand strength, correct and consistent usage is an absolute

necessity. To help with consistency, here is a quick and dirty guide of when to use the bitmap logo with texture vs the vector based logo.

13LogoGuide To Application

Damn Fools

Bitmap Logo

Vector Logo

PRINT:

• Full Colour Posters or Flyers

• LP or CD Packaging

• LP or CD Inserts

• Vinyl or CD Labels

• Signage

WEB: (Either Can Be Used/Depends on Preference)

• Social Media Skins or Profile Pictures

• Website

MERCHANDISE:

• T-Shirts

• Guitar Picks

PRINT:

• One Tint Posters or Flyers

• Corporate Stationary

• Corporate Labels or Seals

• Business Cards

• Large Scale Banners or Signage

WEB: (Either Can Be Used/Depends on Preference)

• Social media skins or profile pictures

• Website

MERCHANDISE:

• Water Bottles

• Badges & Stickers

1. Don’t place logo on an angle or rotate. 2. Don’t elongate or stretch logo. 3. Don’t make a pattern/texture out of the logo.

4. Don.t straighten original angle of logo. 5. Don’t recolour the logo. 6. Don’t skew or attempt to make the logo 3-dimentional.

7. Don’t apply any effects to logo. 8. Don’t apply outlines. 9. Don’t place inside and/or add other elements.

10. Don’t combine with words, photos, slogans or symbols that might seem to create a hybrid mark.

11. Don’t display the logo in a way that suggests that a third party’s product is associated with the breand,

or that the Damn Fools name is part of a third party’s product name. This requires a license agreement.

14LogoIncorrect Use

Damn Fools

General Rules

Not Shown

1. 2. 3.

4. 5. 6.

7. 8. 9.

15Colour PaletteGuide To Application

Damn Fools

Colour Palette Description Colour ValuesThe colour palette is predominately achromatic with black, off white

and grey being the predominant focus, while complimentary blue and

yellow are used as pops of colour. The yellow is predominant, while

the blue is to be used soley as an accent.

Black, white and grey provide an edgy contrast while also represent-

ing the black and white film look of analogue photography. The

accent colours will contribute a modern approachable tone to the

branding.

The primary colour values, as defined above, are to be used first

before any of the other values (listed on page 17 & 18).

Suggested ApplicationColour WeightsThe dominant colours are Black, Grey and Off White and are to be

used as follows:

BLACK: Primarily for text, backgrounds and main design elements.

GREY: To be used as backgrounds and main design elements.

OFF WHITE: To be used as text on contrasting grey or black

backgrounds or as a background itself.

The secondary colours are to be used as follows:

YELLOW: The primary accent colour works beautifully as a pop of

colour or accent against black or grey backgrounds and text.

BLUE: An occasional accent colour that should be used sparingly and

in contrast to the yellow or off white.

Primary Values

5%

10%

30%

40%

15%

Primary Colours:

Black 40%

Off White 15%

Grey 30%

Accent Colours:

Blue 5%

Yellow 10%

#FEDDOC #F2F1ED#1D1D1D#182129 #000000

16Colour PaletteCMYK & RGB

Damn Fools

#FAFAFC

RGB

250 250

252

C M Y K

1 1 0 0

H X C#F2F1ED

RGB

242

241

237

C M Y K

4 3 5 0

H X C#EAE8DE

RGB

234 232

222

C M Y K

7 6 11 0

H X C#E2DFCF

RGB

226 223

207

C M Y K

11 8 18 0

H X C

#1D2B34

RGB

29

43

52

C M Y K

84 68 56 60

C M Y K

82 70 58 69

C M Y K

79 70 61 76

C M Y K

75 70 63 82

H X C#182129

RGB

24

33

41

H X C#14181E

RGB

20

24

30

H X C#0F0E13

RGB

15

14

19

H X C

#565656

RGB

86

86

86

C M Y K

64 56 55 30

C M Y K

69 62 61 53

C M Y K

72 66 65 76

C M Y K

75 68 67 90

H X C#393939

RGB

57

57

57

H X C#1D1D1D

RGB

29

29

29

H X C#000000

RGB

0

0

0

H X C

#FEDDOC

RGB

254

221

12

C M Y K

2 9 99 0

C M Y K

3 17 98 0

C M Y K

5 29 100 0

C M Y K

7 41 100 0

H X C#F8CD16

RGB

248

205

22

H X C#F1B710

RGB

241

183

16

H X C#EAA00A

RGB

234

160

10

H X C

COLOUR VALUES

OFF WHITE & BEIGE GREY & BLACK

YELLOWBLUE

17Colour PalettePantone Process Uncoated

Damn Fools

Pantone DS2-4UPantone DS2-4U











Pantone DS327-1U Pantone DS327-1U




18TypographyTypefaces & Fonts

Damn Fools

LOGO

ALTERNATE HEADER

HEADER

BODY TEXT

DUKE {FILL}

ANTONIO {REGULAR}

ANTONIO {BOLD}

ANTONIO {LIGHT}

ACTOR {REGULAR}

6

THIS IS A HEADERTHIS IS A SUB-HEADER

THIS IS AN ALTERNATE HEADER Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna

aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex

ea commodo consequat. Duis aute tempor incididunt un labore anim.

NUMBERS & HIGHLIGHTS

SUBHEADER

ACTOR {REGULAR}

Damn Fools

19TypographyUsing The Brand Typefaces

The Duke typeface plays an important part in building the Damn

Fools brand. It’s bold, confident and distinct appearance has made it

recognizable and it’s synonomous association with the brand will

continue to grow with time . Due to it’s distinct qualities, it should be

reserved soley for the logo typeface so that it’s affect on the audience

is not diluted or lost. We don’t want it to loose the limelight!

Antonio is a reworking of a traditional advertising sans serif typeface

and the versatile letter forms have been optimized for use as a

webfont. Antonio’s condensed, narrow lines work well as a comple-

mentary typeface to the brand’s logo. Antonio Light should be used

as the primary font for Headers and Headlines in most branding

applications, epecially corporate stationary applications.

Antonio Regular should be used as an alternative to Antonio Light as

a secondary option for Headers and Headlines. It should be used

when legibility might be an issue, which may occur when using white

text on a black or grey background.

Antonio Bold should be used sparingly in order to preserve it’s bold

impact. It is especially suggested for use in highlighting key words,

phrases and numbers. It could also be applied when creating

typographic artwork for the brand.

Actor is a clean and modern san serif typeface that has a strong

x-height. It compliments Antonio as the brand’s primary body text

and balances out the condensed logo and headers. Because of the

strong x-height, it will ALWAYS require a fairly high line spacing. This

font can also be used as a subheader.

Only used for brand logo.

DUKE {FILL}

Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.

ANTONIO {REGULAR}

Highlighting Key Words, Phrases & Numbers.

ANTONIO {BOLD}


ANTONIO {LIGHT}

Body Text and Sub-Headers.

ACTOR {REGULAR}

Recording live was an interesting excercise for us because you really had to be

like f@#! to prepare, but in the end you had to have faith that everyone would

do their part. There was very little margine for error. Those natural little errors

that give it a human tone are the only room for error that exist.

track and can do as many individual takes

as needed to get your part right, but you

loose that human touch."

OFF THE FLOOR

TAKE 1

Thoughts On Recording Live

Live vs. Modern Recording

“ T h o s e n a t u r a l l i t t l e e r r o r s t h a t g i v e i t a h u m a n t o n e a r e t h e o n l y r o o m f o r e r r o r t h a t e x i s t . ”

112

Off The FloorDamn Fools

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05:08

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“ T h e r e ’ s a s t o r m t h a t ’ s c o m i n g i n . . .”

“ R e c o r d i n g l i v e i s l i k e p r e p p i n g f o r a g a m e . Yo u h a v e t o s t a r t y o u r m e n t a l p r e p a r a t i o n , w a r m u p a n d t h e n i t ’ s g o t i m e . Yo u g o o u t i n t o t h e r o o m a n d p l a y y o u r h e a r t o u t . A n d h o p e f u l l y

1 12

Damn Fools

Quick GuideFor best results when creating band artwork, editorial or web design, use a grid system to make sure the typography and other design elements are

juxtaposed on angles that have the most impact. This will make the design stand out as being clean, modern and dynamic.

Consistent use and treatment of the typefaces is also extremely important. The kerning, leading, tracking and paragraph alignment of the text all

plays a huge role in the visual identity and perception of the brand. Bellow is an example and quick guide of how to set the type.

20TypographyKerning, Leading, Tracking & Paragraph Alignment

Leading: 15 point | Tracking: 160 | Kerning: Auto | Paragraph Style: Justified

Notes: The justified alignment and wider tracking gives the piece a

deconstructed look that works with the sketch concept art. The leading or

line height should always be fairly high when using Actor as a typeface.

ACTOR {REGULAR} 12 PT

Leading: 29 point | Tracking: 60 | Kerning: Auto | Paragraph Style: Align Left

Notes: The wider tracking makes legibility easier and adds more emphasis.

ANTONIO {LIGHT} 24 PT


Notes: The tracking may need to be set if Antonio Bold is used with a smaller point size.

ANTONIO {BOLD} 60 PT


Notes: The tracking should be double the point size to ensure legibility, especially

when using 12 pt or smaller.

ANTONIO {LIGHT} 12 PT

Leading: 14 point | Tracking: 0 (30 for headers) | Kerning: Auto | Paragraph Style:

Align Left

Notes: The leading or line height should always be high, especially when using a smaller

ANTONIO {BOLD} 133 PTLeading: 160 point | Tracking: 0 | Kerning: Auto | Paragraph Style: Align Left

Notes: The tracking may need to be set if Antonio Bold is used with a smaller

point size.

ACTOR {REGULAR} 9 PTRecording live was an interesting excercise for us because you really had to be







OFF THE FLOOR

TAKE 1




112


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1 12


Notes: Wider tracking may need to be used if using this font for headers.

ANTONIO {REGULAR} 24 PT

21 Sub Brand Identity & Wordmark

22 Sub Brand Typography

23 Sub Brand Colour Palette

24 Sub Brand Accent Colour Usage

Sub BrandOff The Floor Identity

Damn Fools

Damn Fools

The Formation of the Album Brand & WordmarkOff The Floor, the debut album, was recorded entirely live. The process of recording this way is an integral part of the band’s philosophy and process.

The Damn Fools believe that recording live is like a snap shot in time, which is why the album was aptly titled after the expression, describing the

traditional method of recording, ‘Live Off The Floor.’ This live analogue process was used to inform the creation of the sub brand identity.

The sub brand identity’s focal point hinges on the ‘big idea’ of using sketches and photography as an analogy for the analogue process of creating a

live album. The sub brand visuals all revolve around sketches, which have a similar ‘one take’ approach. Basically you have one take to get it right and

that take is representative of a moment in time. This b(r)and is all about the process and capturing those genuine nostalgic moments. Sharing this

with the fans is essential. They want to feel like they are a part of that process.

The sub brand identity revolves around the wordmark, which is a typeface treatment of Antonio Light. The treatment was created with layers of

brush textures and multiple blending modes to create an imperfect version of the typeface. The little imperfections such as textured edges and

shades of grey represent the human elements found in live recordings.

21Sub Brand IdentityOff The Floor

Off The Floor Typography UsageThe wordmark, which is a typeface treatment of Antonio Light, is to be used on the album cover and all packaging and brand applications related to

or promoting the album. For additional applications, such as additional art work and track listing the album title can appear in the untreated Antonio

typeface. Any of the below font weights may be used and will be applied depending on the needs of the individual application. See below for a quick

and dirty guide to the font weight usage.

22Sub Brand IdentityTypography

Damn Fools

Antonio’s condensed, narrow lines work well as a complementary

typeface to the main brand’s logo. Antonio Light is the typeface used

for the Off The Floor wordmark and can be used for Headers and

Headlines in band artwork and most branding applications, including

corporate stationary applications.

Antonio Regular should be used as an alternative to Antonio Light as

a secondary option for Headers and Headlines in band art and

applications. It should be used when legibility might be an issue,

which may occur when using white text on a black or grey

background.

Antonio Bold should be used sparingly in order to preserve it’s bold

impact. It is especially suggested for use in highlighting key words,

phrases and numbers. It could also be applied when creating

typographic artwork for the brand and is used for the tracklisting of

the album due to it’s boldness and legibility.


ANTONIO {REGULAR}

Highlighting Key Words, Phrases & Numbers.

ANTONIO {BOLD}


ANTONIO {LIGHT}

23Sub Brand IdentityColour Palette

Damn Fools

Colour Palette Description Colour ValuesThe colour palette for Off The Floor uses the same achromatic palette

with black, off white and grey being the predominant focus. Pops of

yellow are integrated into the designs as accents.

Black, white and grey provide an edgy contrast while also represent-

ing the black and white film look of analogue photography. The

accent colour provides a bit of electricity to the brand and designs.

.

Suggested ApplicationColour WeightsThe dominant colours are Black, Grey and Off White and are to be

used as follows:

BLACK: Primarily for headers, headlines, body text and design

elements such as sketches and accent graphics.

GREY: To be used largely as backgrounds and main design elements.

OFF WHITE: To be used as text on contrasting grey or black

backgrounds and overlaying photography. Also to be used as

sketches and accent design.

The accent colour yellow to be used as follows:

YELLOW: The primary accent colour works beautifully as a pop of

colour or accent against black or grey backgrounds and text.

Primary Values

5%

10%

30%

40%

15%

Primary Colours:

Black 40%

Off White 10%

Greys 45%

Accent Colours:

Yellow 5%

#FEDDOC #F2F1ED#1D1D1D#575757 #000000

Recording live was an interesting excercise for us because you really had to be







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24Sub Brand IdentityAccent Colour Usage

Damn Fools

A Not So Mellow Yellow

Correct Usage

Incorrect UsageIncorrect Incorrect Incorrect Incorrect

The bold accent yellow was chosen because of it’s energetic, stimulating and intensly charasmatic feeling. These qualities reflect the b(r)and person-

ality and edgy Rock n Roll style. This Yellow is used as the only accent colour in the branding of the sub brand, Off The Floor. The yellow used is a

bright ‘electric’ yellow, which adds a modern flair to the achromatic ‘old film’ look. On each page, the yellow should not exceed 5% of the total

colours used. It shoud be used in blocks to highlight headers, headlines, quotes and important bits of text. The blocks of yellow should always bleed

off the page or extend to the full length of the block of text. It should not cut off the text in any way and should highlight the full quote or header.

The yellow should always appear in the shape of a rectangle and the text should be aligned left or right and centered. Bellow is an example of the

incorrect and correct usage.

5%

10%

30%

40%

15%

25 Lingo

26 Fan Communication

27 Photography Image Style

28 Photography Sketch Style

29-31 Social Media

32 Web

33 Advertising

34 PR

35-36 Merchandise

37 Corporate Applications

Brand In UseExamples & Applications

Damn Fools

25LingoCommunication Guideline

Tone Of VoiceDon’t over complicate.

Down to earth.

Tell it like it is.

Talk the talk.

Personable & Familiar.

.

Engage Audience

Be Approachable

Inspire Others

Be Passionate

.

Damn Fools

A message is better read when it’s simple to understand.

Be direct and talk the language of the fans. They will appreciate the commonalities between

them and you.

Don’t be afraid of colloquialisms - or should we say - don’t be afraid of plain and simple

language.

Don’t be afraid of using industry or music terms and phrases. You walk the walk, so why not

talk the talk.

Don’t be afraid of showing personality and using humour. A smile or laugh goes a long way.

Language & Tone Example:

Social Media: “Playing at the Sin Bin tonight. We’ll see you there!”

A message is better read when it’s simple to understand.

Be direct and talk the language of the fans. They will appreciate the commonalities between

them and you.

Don’t be afraid of colloquialisms - or should we say - don’t be afraid of plain and simple

language.

Don’t be afraid of using industry or music terms and phrases. You walk the walk, so why not

talk the talk.

Don’t be afraid of showing personality and using humour. A smile or laugh goes a long way.

Language & Tone Example:

Social Media: “Playing at the Sin Bin tonight. We’ll see you there!”

Language The language used throughout all branding materials should be approachable, engaging,

friendly, casual, nostalgic, inspiring and passionate.

The language should engage fans, aid in telling the bands story and make the fans feel like

they belong to a community of like minded people.

The language used in brand applications:

- Packaging & web applications should have an approachable and engaging narrative feel.

- Editorial applications should feel legite like ‘they can talk the talk.”

- Social media should be casual and approachable.

Language Example:

Editorial: “The Damn Fools began their journey, writing songs stemming from the most

vintage of musical idioms: classic rock, blues, soul and southern groove.”

The language used throughout all branding materials should be approachable, engaging,

friendly, casual, nostalgic, inspiring and passionate.

The language should engage fans, aid in telling the bands story and make the fans feel like

they belong to a community of like minded people.

The language used in brand applications:

- Packaging & web applications should have an approachable and engaging narrative feel.

- Editorial applications should feel legite like ‘they can talk the talk.”

- Social media should be casual and approachable.

Language Example:

Editorial: “The Damn Fools began their journey, writing songs stemming from the most

vintage of musical idioms: classic rock, blues, soul and southern groove.”

Our CommunityThe Damn Fools fans are an important part of our community. We want to engage and include them in every way possible. They should feel a close

affinity to the b(r)and and should feel like they are insiders and know the band members. We want to give them intimate insider information and

extra value through the way we engage with them live, through social media, our web presence and the products we offer. Whenever possible, it is

important to provide insight into the recording process, jam sessions and behind the scenes at performances so that our audience feel like friends

and are engaged and want to continue to be a part of the band’s inner circle. Live shows should feel like a house party and the online experience

should feel like the aftermath where friends share insider jokes and funny stories of what happened the previous night.

26Fan CommunicationPart Of Our Inner Circle

Damn Fools

27PhotographyImage Style

Damn Fools

The pictures we use are expressive, show real

emotions and are staged, cropped and/or

eddited for maximum effect.

The photos should be full of personality and

should feel authentic. They should allow the

user to identify with the subject matter. The

personality of each band member should be

celebrated and shared, especially with portrait

or group shots. We want the fans to get to

know us.

Black and White is prefered over colour. The

black and white shots should be processed as if

it were film stock in order to give it an analogue

feel. If colour is used, the saturation and

contrast should be adjusted so that the colours

are not too saturated or distracting.

Consideration should be paid to pairing images.

Never run photos together that depict all the

same camera angles and emotions. The

juxtaposition of images tells a bigger, more

engaging story.

.

The pictures we use are expressive, show real

emotions and are staged, cropped and/or

eddited for maximum effect.

The photos should be full of personality and

should feel authentic. They should allow the

user to identify with the subject matter. The

personality of each band member should be

celebrated and shared, especially with portrait

or group shots. We want the fans to get to

know us.

Black and White is prefered over colour. The

black and white shots should be processed as if

it were film stock in order to give it an analogue

feel. If colour is used, the saturation and

contrast should be adjusted so that the colours

are not too saturated or distracting.

Consideration should be paid to pairing images.

Never run photos together that depict all the

same camera angles and emotions. The

juxtaposition of images tells a bigger, more

engaging story.

.

Portrait & Group

28PhotographySketch Style

Damn Fools

The Off The Floor photographs should always

be in black and white.

The treatment of the photography has added

film grain, sketch overlays in contrasting black

and white, as well as blended and painted

textures.

Each sketch represents an individual ‘take,’ it

may have imperfections, but it gives each

photo a slightly different feel. Each photo

balances the imperfection of the lines with the

percision and perfection of the instrument and

photography.

Consideration should be paid when pairing the

images. Never run photos together that have

the exact same treatment or similar sketch lines

or depict similar camera angles. The juxtaposi-

tion of images should tell a story.

.

The Off The Floor photographs should always

be in black and white.

The treatment of the photography has added

film grain, sketch overlays in contrasting black

and white, as well as blended and painted

textures.

Each sketch represents an individual ‘take,’ it

may have imperfections, but it gives each

photo a slightly different feel. Each photo

balances the imperfection of the lines with the

percision and perfection of the instrument and

photography.

Consideration should be paid when pairing the

images. Never run photos together that have

the exact same treatment or similar sketch lines

or depict similar camera angles. The juxtaposi-

tion of images should tell a story.

.

Sketch Treatment

29Social MediaCommunication Guideline

Damn Fools

Social Media is a powerful tool and one of the best channels with which to engage fans online. Currently our primary online engagement happens

through Facebook, Twitter, Instagram and You Tube. When using SM it is important to uphold the brand name and present a consistent and cohesive

message and look. The photos posted online should be tasteful and should follow the general rules laid out in this guide (page 27 &28). Of course

with social media, not all of the photos can be taken by a professional, however all photos should present the band and the brand in the best light

possible. Consistency is key. The same goes for language. The most important rule is to be casual, friendly, genuine and honest and uphold the brand

values. In the case of special promotions or an album launch, it may be necessary to create SM Skins that promote the product. These should follow

their own sub-brand identity guide, as well as work in a cohesive way with the primary brand. Check out the examples for a general guide.

Social Media is a powerful tool and one of the best channels with which to engage fans online. Currently our primary online engagement happens

through Facebook, Twitter, Instagram and You Tube. When using SM it is important to uphold the brand name and present a consistent and cohesive

message and look. The photos posted online should be tasteful and should follow the general rules laid out in this guide (page 27 &28). Of course

with social media, not all of the photos can be taken by a professional, however all photos should present the band and the brand in the best light

possible. Consistency is key. The same goes for language. The most important rule is to be casual, friendly, genuine and honest and uphold the brand

values. In the case of special promotions or an album launch, it may be necessary to create SM Skins that promote the product. These should follow

their own sub-brand identity guide, as well as work in a cohesive way with the primary brand. Check out the examples for a general guide.

Online Engagement

Black & White

Film Style Photos

Off The Floor Promotion

Social MediaCommunication Guideline

30

Damn Fools

Logo as Profile Icon

Enlarged Profile

Off The Floor

Promotion

Alternate

Profile IconTwitter Skins

31Social MediaCommunication Guideline

Damn Fools

The Twitter, Facebook and Bandcamp all have a cohesive look. The brand and sub-brand are working together to keep a consistent look. Similar

textures, colours and photos are used. The sub-brand, Off The Floor’s sketcy and grungy look is balanced the clean and only slightly textured

photography. The grainy film stock look also matches the sub-brands more gestural analogue look.

The Twitter, Facebook and Bandcamp all have a cohesive look. The brand and sub-brand are working together to keep a consistent look. Similar

textures, colours and photos are used. The sub-brand, Off The Floor’s sketcy and grungy look is balanced the clean and only slightly textured

photography. The grainy film stock look also matches the sub-brands more gestural analogue look.

Upholding the Brand Online

Black & WhiteFilm Style Photos

Off The Floor Promotion

WebGuide To Application

Every band is online, which is why our web presence has to stand out. Aside from live shows, our online presence is the sole channel through which

fans can access our products. The design of our web presence should be consistant through all channels. The layout of each page has to deliver

information in a clear and consise way. The structure should also encourage purchase of our album and other merchandise in a tastefull, non obstruc-

tive manner. Our current web presence, aside from Social Media, includes a Bandcamp Site, which is currently acting as our website. The site is

currently promoting the band’s debut album and follows the sub-brand guideline. In the near future we will also have a rockin website of our own

that will act as our central hub for everything ‘Damn Fools’ related.

.

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Damn Fools

Web Presence

Bandcamp

AdvertisingConnecting With The Audience

Any online promotions and advertising should lead with

a motivating consumer benefit. The benefit should focus

on the experience that the Damn Fools can provide.

This should be done through a descriptive headline and a

photo or other visual medium that accurately represents

the b(r)and. It should be engaging and full of personality.

CTA’s should be tastefull and avoid abnoxious pop ups or

extra steps for the consumer. They should also be

creative and not just run of the mill... that’s boring.

Always keep in mind the core brand benefits!

.

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Damn Fools

Live Performance

Extras InsiderDetails

PerformanceOriented

MemorableExperience

Feel Like A Friend

AudienceEngagement

High Quality Recordings

Strategy & Benefits

PRThe Indie Band’s Friend

Advertising can be very useful, but it’s relatively

expensive and not always practical for an indie

rock band. PR can be just as effective and it’s

free! Public Relations is the easiest way to

communicate with consumers at large.

Here are some rules to follow:

1. Approach PR and media relations with an

honest, genuine and open disposition: have

fun, laugh, play and be open, friendly and

cheeky... basically be yourself.

2. Never ignore the media, there’s nothing

wrong with casually admitting “I don’t know.”

You can always tell them that you can find the

answer and get back to them.

3. Always have an EPK and Press Kit ready to go

with copies of the logo (optimized for both

print and web), band bio, photos, posters,

promos, etc.

Pictured is an interview with vancitybuzz, a

successful example of Damn Fools PR.

Read the rest here:

http://www.vancitybuzz.com/2013/07/keloha-

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Damn Fools

PR Guideline

MerchandisePrimary Brand Extensions

Branded merchandise is an extention of the b(r)and and should follow the guidelines laid out in this manual. Always consider logo usage, colour

palette, language, tone and overal aesthetics and quality. Our merchandise should always be more than just our logo slapped on an item, it should

have meaning and value and should share the band’s story and personality with the audience in creative ways.

.

35

Damn Fools

Branded Merchandise

MerchandisePrimary Brand Extensions Cont’d

The upcoming release of the Special Edition Off The Floor LP is the perfect example. The aesthetics of the packaging were inspired by the band’s

personal journey of recording their first album. The concept art and photography blends precision (clean lines & typography) with imprecision

(gestural drawing, hand made grunge textures & portrait photography), representing the creative challenges that come with recording an album live.

The LP also offers the consumer something extra, such as an editorial style booklet that shares the band’s journey. It offers the fans an inside look

at what it takes to create an album and record live. It includes everything from candid discussions, to insights about the formation of the band, their

recording process, musical idols and the themes and stories behind the songs.

.

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Damn Fools

Usage

37Corporate ApplicationsExtending The Brand to Corporate Usage

Applications to corporate or novelty items may use either version of the logo and should be judged on a case by case basis. The guide to logo usage

should be consulted to insure the integrity of the brand. The items which you apply the brand to should be chosen with care and should come from

reputable suppliers with high quality products. The items chosen should have relavance to the b(r)and... in other words, don’t just slap a logo on an item

just to have branded items. A branded computer mouse and mouse pad, for instance has little to do with a Rock n Roll band.

If the designer designing your merchandise does not provide printing instructions, printers will be of great importance. Find a printer and make them

your friends! They will be the difference maker in bringing an awesome design to life by helping you chose the right card stock, printing techniques and

ink choice.

Damn Fools

Quick Guide

Damn Fools Brand Guidelines

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Transcript of Damn Fools Brand Guidelines