Bra

nd

Gu

idel

ines

Bran

d G

uid

elines

PIÑATA PR

OJECT

PIÑATA PROJECT

Co

nte

nts

/

a ch

eat s

heet

COLOR PALETTE

COLOR 16

STATIONERY SYSTEMS

BROCHURE & WEBSITE

MESSAGE COLLATERAL

COMMUNITY PRESENCE

EPHEMERA

APPLICATIONS 20

COLOR

GRAPHIC ELEMENTS

SECONDARY DESIGN 18

SIGNATURE ARCHITECTURE

CLEAR SPACE

POSITIVE SIGNATURES & COLORS

REVERSED OUT SIGNATURES

MINIMUM SIZE

UNACCEPTABLE USES

ACCEPTABLE BACKGROUNDS

UNACCEPTABLE BACKGROUNDS

SIGNATURE 01

SIGNATURE TYPEFACE

TYPEFACE PAIRING

TYPOGRAPHY 14

Intr

od

ucti

on

/

who

we

are

and

wha

t we

do.

The Piñata Project is the brainchild of an Academy of Art Student who needed to find a social issue to solve for her Identity 1 class. Had she not been in the class, this issue may have remained neglected and unloved._The project message is simple: stop producing things we don’t use, need, or want at the expense of fresh air, beautiful trees, and the lovely ozone layer that protects our skin from cancer. _The concept is even more humble—bring awareness to the waste inherent in phone book production by using phone books to produce a secondary product shipped back to businesses that advertise in phone books._We can have fun doing this, can’t we?

We Engage The Community In Fun Activisim.

Sig

natu

re A

rch

ite

ctu

re /

ho

w fo

rm a

nd p

ropo

rtio

n pl

ay a

rol

e in

bra

ndin

g co

nsis

tenc

y

A signature is an entitiy composed of a symbol and logotype arranged in a specific configuration.The Piñata Project signature is the product of proportional and specifically aligned elements. The size and position of each element is determined by “x,” which is defined by the height of the capital letters in the Piñata Project wordmark. Due to the asymmetrical nature of the donkey head, vertical alignment is critical for visual balance. _Three signatures are provided for use with appropriate applications. Consider the available clear space and object format when choosing the signature. Always use the approved signature artwork provided by Piñata Project. Do not recreate or alter any of the elementsin the signature artwork in any way.

x

x

10x

PIÑATA PROJECTvertical alignment

log

oty

pesy

mbo

l

x

horizontal alignment

x0.5 x0.5 x

0.75

PIÑATA PROJECT

PIÑATA PROJECT x

0.5

x

2.5 x

horizontal alignment

01

Cle

ar

Sp

ace

/

the

nega

tive

spac

e ar

ound

the

logo

all

ows i

t to

mai

ntai

n it

s vo

ice

Clear space is the area around the signature that must be free of all other logos, symbols, text or other graphic elements._Clear space is defined by the distance of “x,” as a unit of measurement surrounding each side of the signature. The distance of “x,” equals the cap height of the logotype._A minimum clear space requirement has been established to ensure the prominence and clarity of the Piñata Project signature. It is essential that the signature clear space remain free of all graphics, identities, photography and typography for maximumbrand recognition.

PIÑATA PROJECT x

x

x

x

x

02

PIÑATA PROJECT x

1.5x

1.5x

1.5x

x

PIÑATA PROJECT x

0.5x

0.5x

0.5x

x

03

When reproducing the signature under some circumstances, spatial challenges may arise. To provide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. _Whenever possible use the full-color dimensional version of the signature. It is provided in 4-color process (CMYK for print applications) and RGB for electronic use. Pantone equivalents are also provided. The 1-color positive and white reverse versions of the signature are to be used only in the event that full-color is not an option.

Po

siti

ve

Sig

natu

res

& C

olo

rs /

co

nsis

tent

use

of c

olor

ens

ures

bra

nd in

tegr

ity

c m y k

7 0 97 0

3 10 100 0

1 32 100 0

0 0 0 100

p a n t o n e

8 0 9 C

1 0 9 C

1 3 0 C

pantone black C

r g b

252 255 1

252 219 0

252 181 0

0 0 0

04

full color / positivereproduction

b&w / positive reproduction

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECTPIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

05

Reve

rse

d S

ign

atu

res

/ co

nsis

tent

use

of c

olor

ens

ures

bra

nd in

tegr

ity

The 1-color positive and white reverse versions of the signature are to be used only in the event that full-color is not an option.

06

full color / reversed reproduction

B&W / reversed reproduction

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECTPIÑATA PROJECT

07

PIÑATA PROJECT

Min

imu

m S

ize

/

posi

tive

spac

e is

equ

ally

impo

rtan

t as n

egat

ive

spac

e

Minimum size refers to the smallest size at which the Piñata Project signature may be reproduced and still maintain clarity and legibility._To ensure its legibility, the minimum reproductionsize of the Piñata Project signature is 1 1/8" in heightfor the vertical signature, 1 4/8 " for the stacked signature, and 2 7/8" for the horizontal signature.When reduced or enlarged, the wordmark must always scale proportionally with the symbol.

08

PIÑATA PROJECT

7/8”

09

2 2/8"

PIÑATA PROJECT

5/8"

PIÑATA PROJECT

NOUn

acce

pta

ble

Use

s/

cert

ain

thin

gs ju

st d

on’t

look

goo

d

An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown here are examples of incorrect or unacceptable uses of the Piñata Project signature.

do not change the color of the elements in the signature.

PIÑATA PROJECT

10

do not substitute typefaces or letterforms in the signature.

do not distort signature elements.

do not flip or rotate icon element.

do not rearrange signature elements.

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

NO11

By controlling the background on which the Piñata Project signature is placed, we ensure signature legibility and brand integrity. _The preferred background is white or a solid color with a high contrast, yet still allows for the greatest clarity and legibility. _The background should allow for clear identification of all signature elements: symbol, logotype, color and clear space.

Acce

pta

ble

Backg

rou

nd

s /

cont

extu

al se

ttin

g he

lps t

he b

rand

stan

d ou

t

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

12

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

13

PIÑATA PROJECT

Typography is a cornerstone of our visual identity. Piñata Project has chosen the Alda font family as the primary typeface for all our brand communications, as it best complements the typeface contained in our brand signature. _Our brand signature wordmark is set in Franklin Gothic Std. Condensed. No other substitutions are allowed. _Electronic communications (e.g. Word® documents and Powerpoint® presentations) use our alternate font, Courier. Alda may be used if the receiving computer has this font installed, but Courier is a system font and most consistent in cross-platform desktop applications.

Typ

og

rap

hy

/

inte

grit

y in

typo

grap

hy is

an

indi

cato

r of

bra

nd in

tegr

ity

Franklin Gothic Std. CondensedA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w z y z1 2 3 4 5 6 7 8 9 0

PIÑATA PROJECT

14

Alda LightA BCDEFGH I J K L M NOPQRST U V W X Y Zabcdefgh ijk l m nopqrst uv w z y z1 23 456789 0

Alda BookA BCDEFGH I J K L M NOPQR ST U V W X Y Zabcdefgh ijk lm nopqrst uv w z y z1 23 456789 0

Alda BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefg h ijk l m nopqrst uv w z y z1234567890

Alda, ItalicA BCDEFGH I J K L M NOPQRST U V W X Y Zabcdefgh ijk l m nopqrst uv w z y z1 23 456789 0

Alda ItalicA B C D E FG H I J K L M N O P Q R S T U V W X Y Za b c d e fg h ij k l m n o p q r s t u v w z y z1 2 3 4 5 67 8 9 0

Alda Bold ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w z y z1 2 3 4 5 6 7 8 9 0

Adobe Courier MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz1234567890

Adobe Courier Medium ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijkl

15

prim

ary

colo

r pa

lett

e

golden piñata

001

032

100

000

253

184

019

R

G

B

C

M

Y

K

Color provides a strong visual link to our brand across a wide range of applications. Golden Piñata serves as our main accent color for all corporate brand communications._A secondary color palette has been created for use in other materials where additional color is necessary, such as advertising and collateral in print and web.

Co

lor

Pale

tte

/

bran

d in

tegr

ity

is im

pact

ed b

y it

s sur

roun

ding

env

iron

men

t

16

seco

nd

ary

colo

r pa

lett

e

C

M

Y

K

019

100

100

011

023

099

033

002

018

084

068

005

042

100

033

011

085

022

074

006

075

046

045

016

021

047

040

000

037

063

000

000

031

000

100

000

047

000

038

000

084

026

046

004

005

011

056

000

008

000

100

000

003

010

100

000

R

G

B

183

032

037

196

075

078

146

032

100

010

140

102

071

108

116

190

032

106

201

146

139

164

114

177

188

214

49

135

205

177

000

140

140

243

218

135

243

234

000

251

218

000

17

The Piñata Project brand identity systemis fun, futuristic, and dynamic. It incorporates graphic elements that speak to the look and feel of the logo—pixel art. Additionally, color gradients using the color palette may be created to add atmospheric storytelling and scenery. We refer to these components as the supergraphics. _The exhibits shown are meant to illustrate some examples of what these supergraphics may look like._When creating an application, depending on the shape and size of your application, make sure the supergraphic does not take up more than 50% of the space on an application.

Se

co

nd

ary

De

sig

n G

rap

hic

s /

bran

d in

tegr

ity

is im

pact

ed b

y it

s sur

roun

ding

env

iron

men

t

18

colo

red

sq

uar

es s

imu

late

en

larg

ed p

ixel

sg

rad

ien

ts u

sin

g se

con

dar

y co

lor

pale

tte

pix

el a

rt

19

Ap

plicati

on

s /

Sta

tio

ne

ry S

yst

em

a di

rect

and

del

iber

ate w

ay to

com

mun

icat

e you

r br

and

Samantha HodgsonE v e n t D i re c t o r

124 Donkey LanePiñata City, CA 91003

503.449.0062

w w w.pinataproject .com

Our visual identity—one of our most importantmarketing tools—extends to all our stationery items,maintaining a unified representation of our company.Our stationery system is fun and functional,designed to strengthen the message we are sending.

Ap

plicati

on

s /

Sta

tio

ne

ry S

yst

em

a di

rect

and

del

iber

ate w

ay to

com

mun

icat

e you

r br

and

20

busi

nes

s ca

rd

front back

PIÑATA PROJECT

02 December 2011

Mr. John SuitDirector of Marketing

Rape The Earth Corporation666 Wayward WayLaLa Land, USA00006

Dear Mr. Suit,

It has come to our attention that Rape The Earth Corporation has invested a lot of capital in print advertising in the Yellow Pages. Did you know that every year, in California alone, the amount of wasted and unused phone books are enough to �ll a land�ll pit the size of the Empire State Building?

Ever since the advent of the internet and mobile phones, consumers no longer reference the Yellow Pages. There isthis wonderful invention called Google that searches for anything you might want to know about on the internet. In case you are unfamiliar with Google, we suggest you grab the attention of any young adult or child near you and ask them about it.

The Piñata Project is convinced that you are unaware of the monetary and physical waste you are contributing towards by continuing to publish your ads in the yellow pages. We have carefully constructed this lovely piñata by hand, using the yellow pages paper that we have obtained from thousands of unloved phone books. We hope you have a little fun with it, and we suggest using our piñata in your next team building exercise! It is sure to get the blood �owing and hopefully inspire your team to think creatively about how to advertise in the future.

Sincereley,

Samantha HodgsonEvent DirectorThe Pinata Project

1 2 4 D O N K E Y L A N E � P I Ñ A T A C I T Y , C A � 9 1 0 0 3

21

Mr. John SuitRape The Earth Corporation666 Wayward WayLaLa Land, USA00006

PIÑATA PROJECT

124 Donkey Lane · Piñata City, CA · 91003

www.piñataproject.com

lett

erh

ead

&

enve

lope

Ap

plicati

on

s /

Bro

ch

ure

& W

eb

site

a di

rect

and

del

iber

ate w

ay to

com

mun

icat

e you

r br

and

The Piñata Project design system is one of themost effective tools to strengthen and maintain brand integrity. All visual elements work together to produce communications that make a strong, supportive statement._This spread illustrates how the various guidelinespresented on the previous pages can be applied tocommunication materials such as a brochure, print mailer and corporate website.

PIÑATA PROJECTwww.piñataproject.com

Samantha Hodgson1665 Sixth Ave.Belmont, CA 94002

AUGUST 18, 20121 0 A M – 4 P M

Golden Gate ParkPicnic AreaBYOB / bring your own book

dir

ect

mai

ler

iph

on

e ap

plic

atio

n

22

GET YOUR DONKEY ON!

PIÑATA PROJECT

EVENTS

ABOUT US CONTACT

GET INVOLVED

In one year, unwanted phone books produce enough waste

to fill a landfill pit one football field wide

and as deep as the Empire State building.

phone book collection meet at Union Square

member mixer & socialRogue Ale House, North Beach

READ MORE »

11.21/8P

12.03/6P

CALE

NDAR

Engaging the community

with fun activism

f t

PIÑATA PROJECT

Engaging the community

with fun activism

124 Donkey Lane, Piñata City, CA 91043

www.piñataproject.com

web

site

bro

chu

re

23

Ap

plicati

on

s /

Me

ssag

e C

ollate

ral

a di

rect

and

del

iber

ate w

ay to

com

mun

icat

e you

r br

and

The Piñata Project is a community-driven, message-based company. It exists to promote sustainable living and the termination ofphone book publication.Therefore, main message collateral—the physical manifestation of our message—should also speak to the company values. Shown here are examples of how to apply the brand in these formats.

post

er

24

piñ

ata

kit

25

Ap

plicati

on

s /

Co

mm

un

ity P

rese

nce

havi

ng fu

n w

ith

your

bra

nd is

per

fect

ly a

ccep

tabl

e

Being part of the community is very important to the Piñata Project. Select applications to express this presence have been shown here.

hea

dq

uar

ters

26

bus

sto

p ad

vert

isin

g

inte

ract

ive

adve

rtis

ing

com

pan

yve

hic

le

PIÑATA PROJECT

piñataproject.com GET YOUR DONKEY ON!

27

Ap

plicati

on

s /

Ep

he

me

raha

ving

fun

wit

h yo

ur b

rand

is p

erfe

ctly

acc

epta

ble

The Piñata Project believes that to communicate a message effectively, you need to have fun doing it. When you have fun, others are drawn to sharing in that energy and excitement. _Exhibited here are a few examples of how the company brand can be expressed on ephemera that is usually given to the public as promotional items or used by company employees.

PIÑATA PROJECT

un

ifo

rmu

nif

orm

hat

28

PIÑATA PROJECT

butt

on

sw

ater

bo

ttle

post

age

wri

tin

g m

ater

ials

PIÑATA PROJECT

29

124 Donkey LanePiñata City, CA91003

www.piñataproject.com