AM2014 Exhibition _ Brand Guidelines

AM2014 Exhibition Brand Guidelines Contents

The Logo Logo CompositionLogo IsolationLogo MisuseColour UsageTypographySizeTypography Colour

Digital and Print GuidelinesWriting CopyWriting NumericsAdvertising SignatureTypographyTypography PositionsImagery Composition

1.11.21.31.41.51.61.71.8

2.12.22.32.42.52.62.7

The style guide has been set to define the appearance of all collateral related and endorsing the AM2014 exhibition. The specifications within this guide must be followed to assure consistency within the brand.

The subsequent sections describeIn more detail how the brand isImplemented in different areas.

Style Guidelines Style Guidelines

1.1 The Logo

Where possible, the logo must appear in the brand yellow. However, if this is not possible, it should appear in the deep blue of the brand.

The logo must remain transparent, failing this, assure the negative space within the logo matches the background logo.

The logo must to appear as a tint or as an off brand colour. See 1.5 for colour guidelines.

Logo Size

The logo has been designed to reproduce at the minimum height of 10mm. There is no maximum reproduction size. Restrictions are based on the readability of the typography within the logo.

10mm

1.2 Logo Composition

Where possible, the logo must always appear centralised in the upper most part of the page, examples of which have been displayed to the right.

The padding between the logo and the top of the page must not exceed any less than 10mm.

5mm

1.3 Logo Isolation

The logo should be surrounded by a 5mm area at all times, minimum. The area is a minimum and should be increased wherever possible.

The area of isolation ensures thattext or other visual elements do not encroach on the logo.

1.4 Logo Misuse

As a key representative of the brand, it is important that the appearance of the logo remains consistent.

The logo should not be misinterpreted, modified or added to in any way. It must never be re-drawn or adjusted and should only be reproduced from the artwork provided.

To illustrate this point some of the more likely mistakes are shown.

The logo must not be rotated to any angle other than 90.

The logo must not have a reduced opacity.

There must not be any type or imagery within the logo isolation.

The logo must not be cropped to any extent.

No colours other than brand colours can be used to fill the logo.

The logo must remain filled, and not in stroke form.

1.5 Colour Usage

The AM2014 Exhibition logo must appear in the yellow wherever possible. The only alternative to this is the off black, provided to the right.

The other colours have been created to allow diversity within the design and other elements of the branding.

C_13M_16Y_100K_1

C_88 M_70Y_24K_8

C_84M_73Y_54K_69

C_49M_29Y_35K_9

C_10M_4Y_1K_0

C_79M_51Y_34K_20

1.6 Typography

The typography throughout all the of branding is Open Sans. Various weights are used to establish the hierarchy throughout all elements of design. To the right, it displays the font choices within the typeface.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Open Sans Regular 9pt

Open Sans Semi-bold 9pt

Open Sans Bold 16pt

Body Copy

Sub-headings _ Body Copy Emphasis

Headings

Type should never appear below 5pt. There is no maximum limit to type size. Headlines should always be set using Open Sans Bold and always in caps. As they are to appear this way the leading for headlines should be determined by the following equation: leading = font size -5pt for example: font size = 70pt leading = 65pt

Body copy should always be set using Open Sans. As this is a regular font, body copy requires more leading and should be determined by the following equation: leading = font size +3pt for example: font size = 8pt leading = 11pt. The same is to be applied to the sub headings.

Body copy set using Open Sans. It is 8pt type with 11pt leading. Being a condensed font the extra points in the leading helps its readability.

1.7 Typography

THE Q EDITIONASTON MARTIN

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1.8 Typography Colour

Headlines should always appear in yellow, black, or white depending on the colour of background they are sitting over.

Key words or sentences can be picked out in one of these colours. There doesnt always have be an even split but there are occasions when this will work better.

THE Q EDITIONASTON MARTINBESPOKE ENGINEERING, AT ITS FINEST

The following section is a guideto implementing the new identityin the medium of print and digital aspects of the branding.

2.1 Digital and Print Guidelines

The web is written lower case. Other common technical terms are styled as follows: CD-ROM, email, voice-mail, hi-tech, hi-res, 3D, voiceover, worldwide-web, website, dotcom.

Job titles should be written as lower case: creative director, executive producer It is preferable to use and within text rather than the ampersand (&). No full stops in acronyms or after initials. Captions do not have full stops at the end.

Hyphen (-) used for words that are broken over two lines or for fractions (two-thirds) or to join two words (part-time). Avoid hyphens at the end of lines in range left copy if at all possible.

En dash () used in place of through in numbers (1025) or other measurements of time (MayJune).

Em dash () Sometimes used in place of a colon as punctuation (the work was completed all things had been revised).

Ellipses Three points with a small space either side which signify a missing word... To keep the text area as even as possible it is preferable not to use quotation

marks to signify the title of a film. These can be signalled by the use of CAPS.

Underscore (_) Use to separate items with differing subjects. For example,

2.2 Writing Copy

AML2014 _ OULTON PARK

The 2014 in AM2014 should always be a numeral. However, in general one to ten are to be written out: one, two, three, four, five, six, seven, eight, nine, ten. Number 11 onwards should be written in figures: He was 12 years old. All numbers at the beginning of sentences should be written out: Two million years ago. Weights, times, measures and dates should be stated numerically. Add an s to numerals and dates to pluralise them: 1940s, B-52s Four figure numbers dont have commas. Larger ones do: 1750 and 50,000 Decades are written as 70s, 80s, 90s. Centuries are written as nineteenth century, twentieth century.

2.3 Writing Numerics

1234567890

The url should always be used when there is relevant and corresponding information on the AM2014 Exhibition website.

It must always be the smallest piece of information (in size) on the page. However care must be taken to maintain the URLs visibility. Event information must always be represented in the order of day_month_date_time.

Abbreviations are allowed in the following combinations:Monday January 3rd at 9pmMon 9pmJanuary 3rd 9pmJan 3rd 9pm

2.4 Advertising Signature

aml2014.com/tickets

ONE 77 POWER LAPSATURDAY AUGUST 4TH AT 7PM

URL Construction

Scheduling Arrangements

There are four levels of typographic hierarchy:

_Header

_Event/Exhibit Title

_Information

_URL or Event Details

Collateral can exist with or without a headline but when set without consider the exhibit title as a headline.

2.5 Typography

OULTON GOESASTON

THE ASTON MARTIN ONE 77 DOES A POWER LAPThe limited edition, million pound super car is pushed to its limits.

August 4th at 2pm _ aml2014.com/one77

Headline size can vary depending on the size of the advertisement and the imagery used. However it should be larger than the rest of the copy on then-page and always in caps.

For portrait and landscape ads the headline copy can move up and down the left hand margin. Where appropriate, central aligned type can be used, on packaging for example.

When working with imagery, the type must be used to overlap an aspect of the imagery, perhaps the focus, to draw attention to the typography.

2.6 Typography Positions

EXPERIENCE ASTON MARTINAML2014 EXHIBITION _ AUGUST 3RD - 4TH

The imagery must also contain Aston Martins in motion. To reflect the speed and beauty of the cars, as they travel, which is their primary function. Amongst picturesque backgrounds, if possible.

The images must also be produced in ful colour or duo tone, using the AML2014 colour scheme. Doing this should also the image to become part of the brand through the colour assosiation. This will also make it easier to apply type over the image.

2.7 Imagery Composition

OULTON PARK GOES ASTONAML2014 EXHIBITION _ AUGUST 3RD - 4TH