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Transcript of Vivid Brand Book
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Vivid Magazine
Brand Ident i ty Guidel ines
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We are a vibrant magazine dedicated to finding and sharing the hottest and
up-to-date art, fashion and music worldwide, one city at a time. Our goal is to
excite our readers and inspire them to explore the creative world. Our brand is
truly unique and easily stands out with our colorful persona. It is extremely
important for our brand to communicate our passion without losing who we are.
This is a guide with the correct usage of our brand elements. Because Vivid is a
print publication, the way we look is key to our brand image. We take great care
when using our logo, layouts and typography.
We are thrilled to invite you into the Vivid brand. After following our guide to set
the ground work, we encourage you to play with and inject creativity wherever
possible. And remember to have fun!
Let ter f rom the Ed i tors
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Tab le of Contents
Brand
Philosophy...................................................................06
Positioning.................................................................. 08
Attributes.................................................................... 10
Target Audience............................................................12
Our Words
Tagline.........................................................................14
Tone of Voice................................................................16
Copy Guidelines........................................................... 18
Color
Color Palette................................................................20
Logo
Vivid Logos..................................................................22
Clear Space................................................................. 24
Minimum Size..............................................................26
Primary Colors............................................................. 28
Alternative Colors........................................................ 30
Background Colors.......................................................32
Vivid Cloud Colors........................................................34
Logo on Photography....................................................36
Logo Don’ts................................................................. 38
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Typeface
Primary......................................................................40
Secondary.................................................................. 41
Layouts
Cover.........................................................................42
Content..................................................................... 48
Imagery..................................................................... 50
Communications
Business Cards...........................................................52
Stationery..................................................................54
Internet
Website.....................................................................56
iPhone Application..................................................... 58
Web Banners............................................................. 60
Advertising
Print..........................................................................62
Outdoor.....................................................................64
Shelf Space................................................................66
Vivid Lounge..............................................................68
Events.......................................................................70
Vivid Coasters........................................................... 72
T-shirts......................................................................74
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Brand Phi losophy
Vivid has its finger on the pulse of art , fashion and music in metropolitan
areas around the world. Our style is fashionable yet quirky, aiming to make
life more colorful. We are the friend that you turn to for updates on the hottest
new bar, boutique or artist in town. Vivid brings out the true colors of those
around us, helping our readers to not only discover the world around them,
but themselves as well.
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Juxtapose IDN NylonLow Brow
Music
Fashion
Art
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Brand Posi t ion ing
Vivid covers an uncharted market. We are a higher-priced magazine with an
intellectual twist that is often missed by our counterparts. Vivid offers a
unique international perspective on cities and their hidden treasures of art,
fashion and music. We share experiences from a point of view that is enticing
to a youthful and inquisitive target audience who thrive on creative culture.
Wal lpaper VoguePol ish
W
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Brand At t r ibu tes
creative
cultured
vibrant
energetic
modern
witty
chic
current
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24-32yr o lds
Lives an urban l i festyle
Values what an object represents
Spends $150 on a n ight out
MAC user
Target Audience
Viv id readers are ear ly adapters who
set trends then break them. They value
experiences and what an object represents.
They are eager to explore the world around
them from a point of view that is as curious
a s t h e i r ow n . T h i s i n d e p e n d e n t a n d
resourceful group use Vivid as a go-to for
their city adventures.
Spends $150-$160 on jeans
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Tagl ine
Vivid is very passionate about the creative
world. Our dedication and curiosity drives
us to comb through major metropolitan
areas around the world in search of the
latest and greatest. We exist to encourage
and inspire exploration. It is only natural
for our tagline to be:
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“Explore Creative Culture.”
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Tone of Voice
Engaging: We speak with a v ibrant
charm that’s pleasing to your creative
palette, bringing you the latest trends
to hit the art, fashion and music scene.
Playful: The world is our creative
playground. We can’t wait to let
you in on all of its secrets.
Our tone of voice is: p layful , engaging, upbeat and honest.
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Upbeat: Our vivid colors exude a
cheerful, bright and optimistic feel,
so it ’s only natural to sound as
energetic and colorful as we look. Honest: Like a friend, we are real,
honest and give it to you straight.
We only share things that are worth
talk ing about and know that you
would appreciate.
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Vivid speaks with a conversational
voice. We are talking to intelligent and
cultured people. We never want to
offend them by sounding patronizing
or lecturing.
We use everyday language as if we
are talking to a fr iend. We l ike to
evoke excitement and passion without
overwhelming our readers with big and
confusing words. Our brand attributes
should always be ingrained in our
minds so we never lose sight of who
we are when communicating to others.
Quick Reference Guide:
•Use a conversational tone
•Avoid using big and ambiguous words
•Use ‘current’ language
•Always refer to our brand attributes
Copy Guide l ines
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Color Pa let te
Our signature Vivid colors are inspired by the vibrant energy of city life.
The playful names reflect different elements found in metropolitan areas.
Taxi
CMYK 0/10/88/0
RGB 255/200/54
Pantone 7404c
Skyscraper
CMYK 60/10/0/0
RGB 83/183/232
Pantone 298c
Cosmopolitan
CMYK 0/87/12/0
RGB 238/70/138
Pantone 205c
V.I.P.
CMYK 70/93/0/0
RGB 109/58/150
Pantone 526c
Asphalt
CMYK 0/0/0/75
RGB 99/100/102
Pantone cool gray 11c
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Vivid Logo
The Vivid logo is depicted in two ways:
The Viv id Type Logo and the Viv id
Cloud Logo.
The Vivid Cloud Logo combines the
Vivid Type Logo with an i l lustrated
g r a p h i c t h a t p o r t r a y s e a c h c i t y
skyline that we feature (e.g. The SF
issue will have the SF skyline).
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Vivid Type Logo
Vivid Cloud Logo
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x
1/4x1/4x
1/4x1/4x
x
1/4x1/4x
1/4x1/4x
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C lear Space
The Vivid Type Logo should be kept clear of competing text, images and
graphics. It must be surrounded on all sides by an adequate clear space
—a space equal to 1/4 times the perimeter of the logo.
The Vivid Cloud Logo must also be surrounded on all sides by an adequate
clear space—a space equal to 1/4 times the perimeter of the logo.
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Minimum S ize
The Vivid Type Logo can be sized down to a minimum of 1.25”.
The Vivid Cloud Logo can be sized down to a minimum of 2”.
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1.25 ” 1.25 ”
2”
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Taxi
CMYK 0/10/88/0
RGB 255/200/54
Pantone 7404c
Skyscraper
CMYK 60/10/0/0
RGB 83/183/232
Pantone 298c
Cosmopolitan
CMYK 0/87/12/0
RGB 238/70/138
Pantone 205c
V.I.P.
CMYK 70/93/0/0
RGB 109/58/150
Pantone 526c
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Pr imary Co lors
The primary colors for the Vivid logos are:
Taxi, Skyscraper, Cosmopolitan and V.I .P.
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Alternat ive Co lors
When the primary colors cannot be used, the Vivid logos can be
substituted by black, Asphalt (gray) or white.
Black
CMYK 0/0/0/100
RGB 35/31/32
Pantone Hexachrome Black C
Asphalt
CMYK 0/0/0/75
RGB 99/100/102
Pantone Cool Gray 11C
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Background Co lors
The preferred background colors for the Vivid Type Logo
are Taxi, Skyscraper, Cosmopolitan and V.I.P. The Vivid logo
should always be black when used on these backgrounds.
Alternately, a black background can be used when the Vivid
logos are in their primary colors.
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sfnyc
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Viv id C loud Co lors
The preferred colors for the Vivid cloud are Taxi, Skyscraper, Cosmopolitan and
V.I.P. The city name should always be the same color as the Vivid cloud and
within the letter “D” of the Vivid Type Logo.
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Logo on Photography
The Vivid logos can be in the primary colors, as well as black or white
when used on a photographic background. Because images vary in color,
the Vivid logos must contrast strongly against the background.
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Logo Don’ ts
The Vivid logos should always be
clear and legible. When using the
logos on imagery, they should
stand out and not compete with
the background.
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The two elements: the Vivid
Type Logo and the graphic
cloud may never be the same
primary color. Each element
of the Vivid logo must be
in ON E pr imary color.
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Pr imary Typeface
BazoukLightSSi is our primary typeface. It sets a
modern, fashionable and well-distinguished tone
for Vivid. Avoid using this typeface to build
headlines in spreads because i t wil l l imit the
creative use of typography in the magazine.
BazoukLightSSiABCDeFGhIJkLMNoPqrSTuVWxyzabcdefghijklmnopqrstuvwxyz1234567890
BazoukSSi (Regular)ABCdEfghijkLMnoPqRSTuVwxyzabcdefghijklmnopqrstuvwxyz1234567890
BazoukSSi (Bold)aBcdefghijklmnopqrStuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
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Secondary Typeface
MetaPlus sets a confident tone to compliment the sleek
and sophisticated primary typeface. This too should
not be used in headlines or spreads.
MetaPlusBook-Roman aBcdefghijklMnoPqRstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusBook-Italic aBcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusBlack-Roman aBcdefghijklMnoPqRstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusBlack-Italic aBcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusNormal-Roman ABCDEFGHIjKLMNOPQRSTVWxYzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusNormal-Italic abcdefghIjklMNoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusMedium-RomanabcdefghijklMnoPqRstvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusMedium-ItalicabcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusBold-RomanabcdefghijklMnoPqRstvwxyzabcdefghijklmnopqrstuvwxyz1234567890
MetaPlusBold-ItalicaBcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
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x
1/4x1/4x
1/4x1/4x
y
1/4y
Cover LayoutThe Vivid Cloud Logo should always appear on the top right area of the page.
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Content Layout
Each layout is unique and is specif ical ly designed for i ts ar t ic le .
We encourage artful typography and engaging images that complement
the content in a meaningful way.
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Imagery
Vivid images are characterized by their vibrancy. They
tell a unique story in a compelling and unconventional
manner. They should compliment the subject and bolster
the subject’s creative contributions.
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Business Cards
Unless an employee is from a specific city that has their own design, all
other employees will have the universal skyline.
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Stat ionery
The universal skyline design is used on our stationery
and comes in our primary Vivid colors.
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Websi te
Our website is an extension of our magazine and uses horizontal navigation to
set us apart from the norm. We’ve created an interactive space through
live feeds, blogs and social media sites. We’re able to show exclusive
footage from our events, as well as live interviews with artists, designers
and musicians. Our website also serves as a medium for people from all
over the world to exchange their creative ideas. We not only welcome this
exchange, but encourage it.
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iPhone Appl i ca t ion
The Vivid iPhone application makes it fun and easy for users to follow
our most recent discoveries around the world. Users not only
get the latest scoop on our events, but are instantly connected to
our live news feeds, blogs and social media sites.
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Web Banners
Our web banners should capture the attention of internet users and spark their
curiosity to explore our website. Because the web is fast-paced and constantly
changing, a new web campaign is implemented every six months.
Our web banners are interactive and instantly demonstrate Vivid’s knowledge of
creative culture.
Frame 1: The user is invited to explore
their city by typing in a letter.
Frame 2: The user types in the letter
“P”. A bul l ’s eye appears and the
skyline moves out of the scene.
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Fra m e 3 : S ince the user typed in “P”,
the Percy G al lery in Chicago appears.
F r a m e 4 : T h e u s e r c a n b u y t h e
magazine on newsstands, subscribe,
or visit Vivid’s website.
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Pr int Ads
In this campaign, our bright Vivid couch symbolizes an open invitation to read
our magazine and investigate creativity around the world.
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outdoor Ambient
V i v i d i s a d o o r w a y t o a c o l o r f u l
w o n d e r l a n d t h a t i s w a i t i n g t o b e
explored. In areas where foot traffic
is high, building doors are converted
into our magazine covers.
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To stand out from competing magazines and continue brand recognition,
our shelf space includes the distinctive Vivid Type Logo.
Shel f Space
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Every lounge can be spotted at major airports around the world.
We invite travelers to kick back and experience our magazine
and website. Our lounge offers every issue we’ve published for
visitors to read and gain inspiration.
Vivid Lounge
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Events
Our events are the best way to get the full Vivid experience.
We host events ranging from underground Dj battles to fashion
shows. We are everywhere creativity thrives. You can also find us
at speakeasies and rooftop parties that light up city skies.
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www.viv idmagaz ine .com
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Vivid Coasters
Vivid coasters are designed for guests to use at our events.
A Vivid map of the cities we feature are printed on the front.
T h e s e m a p s h i g h l i g h t t h e e ve n t s , p l a c e s a n d Vi v i d
recommended sights. The Vivid Cloud Logo and website are
on the back.
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T-sh i r ts
Vivid t-shirts are given out at events to generate product and brand recognition.
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Conc lus ion
Be Vivid. Have fun.
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www.viv idmagaz ine .com