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
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