An Introduction to the Brand Identity Version 3.0 (January 2016)
Contents
1 3 5 7 11 13 15 17 19 21 23
Introduction Name Description Personality Traits Logotype Symbol Combination Mark 45° Square & Radials Typography Tone of Voice Colour
24 25 26 28 30 32 33 34 35 36 38
Logos Rules A’DAM LOOKOUT Madam Moon A’DAM&Co. A’DAM WORKS A’DAM Music School Shelter Co-Branding
40 Examples 63 Checklist 64 Further Information
Introduction
A’DAM should always be spelt with an apostrophe and written in all capitals. To create further distinction, sometimes it is necessary to use A’DAM’s surname Toren (which is the Dutch word for tower).
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Tokyo
New York
Port of Amsterdam
NDSM Wharf
Mediahaven
De Ceuvel Warehouse Elementenstraat
The metro ‘Noord/Zuidlijn’ is due to open in 2017. Westergasfabriek Planned Skatepark
EYE
Tolhuistuin Wilhelmina-Dok
Ferry Central Station
Noorderkerk
De Goudfazant Stork
Muziekgebouw
Anne Frank House Westerkerk
PTA Passenger Terminal Sander’s House
Beurs van Berlage Nieuwe Kerk Royal Palace
Johnny Jordaanplein
Oude Kerk Red Light Area
Nemo Het Scheepvaartmuseum
Muziek Gebouw Nationale Opera & Ballet
Munttoren
Club AIR Foam
Leidseplein
Van Gogh Museum
Hermitage
Artis
Rijksmuseum
Stedelijk Museum
Volkshotel Schiphol (15 mins away by train)
Dubai
Name
A’DAM is the name of the iconic tower* located on the northside of the river IJ, just behind Amsterdam Central Station. A’DAM is proud of his roots, as he cheekily claims the common abbreviation of Amsterdam. A’DAM is also an acronym for ‘Amsterdam Dance and Music’. * Formerly the Shell Toren or Toren Overhoeks
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EAT WONDER
CREATE
DREAM
DISCOVER
DRINK
TWERK
SELFIE
WORK
SLEEP
MIX
SHAG
PLAY
FUCK
LOVE
SWEAT
Description
A’DAM has many talents. The mixed-use nature of A’DAM has three main aspects: – a destination attraction* – a home for music and creative companies** – a beacon and hub for the creative community * observation deck + hotel + restaurants + bar + nightclub ** ID&T, MassiveMusic + Gibson, amongst others
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Personality Traits
A’DAM has the characteristics of a typical Amsterdammer. He is informal, direct, open, unpretentious and friendly. Just like the tower is angled at 45˚ to the waterfront, A’DAM also acts in quite unorthodox, inventive and surprising ways. Importantly, A’DAM is local with international allure.
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Personality Traits (cont’d)
A’DAM loves music, everything from ABBA to ZZ Top. After all, the developers and anchor tenants of A’DAM are pioneers in the music and entertainment industry.
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45Ëš Post-rationalised and irrelevant grid indicating the exact relationship of all elements comprising the logotype.
Logotype
This is A’DAM’s logotype. It is the primary visual representation of the brand. The apostrophe element is a square angled at 45° to suggest the waterside position of the tower.* * Overhoeks, the former name of the tower, is derived from the diagonal position of the tower to the IJ waterfront. Please never redraw or alter the logotype. Doing so will weaken A’DAM’s identity and make him look schizophrenic.
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45Ëš Funky geometric grid indicating the exact relationship of all elements comprising the symbol.
Symbol
This is A’DAM’s symbol, or secondary signature. The symbol is a stylised profile of the tower featuring the: – distinctive crown and legs of architect Staal’s original design – extended viewing platform of the renovated tower – three crosses from the coat of arms of Amsterdam Please never redraw or alter the symbol. Changing any part of the symbol will jeopardise consistency and make A’DAM rather upset.
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Combination Mark
The Combination Mark is a fixed lockup of the A’DAM Logotype & Symbol, to create maximum legibility and impact. This version may be used in instances where you need to communicate the essence of A’DAM in one go (i.e. where there is no supporting imagery or text). Please don’t change this lockup and never recreate the combined logotype and symbol art. Anyone who creates unauthorised artwork will be blacklisted by the nightclub.
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45° Square & Radials
A’DAM is dynamic. The 45˚ square (the apostrophe in the logotype) is another key element of the brand identity. When this square radiates from a central position, the resulting striped pattern conveys A’DAM as an epicentre, or the beating pulse of the city.
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Typography
A’DAM speaks in Helvetica Bold. Helvetica is a type family that echoes A’DAM’s straightforward and approachable brand personality. When used correctly, typography can convey image and attitude every bit as much as simple graphics. Please always set copy in Helvetica Bold with a tight kerning (-28) and leading (or “close without touching” as they used to say in the iconic Studio 54 Club). Helvetica Regular is used for support.
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Hello, I’m A’DAM. I’m behind Amsterdam Yes, the one beside EYE Film Institute. I’ A’DAM speaks like a person, stories, withperspective. many m from a first-person A’DAM explicitly refers to himself using variations of “I” (first-person singular pronoun).
I can see everything Amsterdam’s histori A’DAM communicates in a confident, positive and harbour and the vas friendly voice that’s more conversation than corporation. landscape. I can eve from here. In spring share this breathtak my observation dec
Tone of Voice
m the big tower Central Station. the spaceship-like ’mAllamessaging building of 22 gets straight more tell. to theto point, and is frequently sprinkled with a little bit of irreverence and colour, with a music reference.
g: from ric As centre, to talks thelike A’DAM always a real person, please employ st flat polder full sentences (i.e. don’t suffer hashtag diarrhea #). enfrom spot your house g 2016, I’ll be able to king 360° view from ck. 21
To
Bl ac K
Su bm ar in e
Ba ck
Ye llo w
Pi nk
C ad illa c
G re en ,G re en G ra ss O fH om e
Bl ue M on da y
Re d H ou se
Colour
A’DAM likes the colour spectrum. Unlike most brands, A’DAM’s colour palette is not limited. It ranges from vivid multicolours to stark black or white, and shades in-between. Importantly, the choice of colour depends on context, material, messaging and/or A’DAM’s mood. Note: A’DAM would never wear a loud colourful shellsuit to a dinner party.
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Logos
The following pages outline the various logos of A’DAM and it’s sub-brands.
Rules Although, A’DAM is quite easy going and all for experimentation and play, there are some rules for brand application. These guidelines have been developed so that you can become familiar with and use the A’DAM brand identity with consistency, confidence and purpose. Although, it is a flexible system that allows freedom and diversity, A’DAM insists on the following: Clearspace A’DAM and it’s subrand logos always require clearspace. This ensures a high degree of visibility and legibility, and preserves the integrity of the logotype. Golden Rule: It’s impolite to touch! Prominence All A’DAM logos should be given a place of prominence on a page. A logo should not appear more than once on a single page or screen. Colour Please use the solid white or black versions of the logo unless advised. Original Artwork Use supplied vector files, please do not attempt to redraw or recreate any element of the logotype. 25
Logos
A’DAM As previously described, there are three versions of the A’DAM logo which work best according to context and messaging.
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1: A’DAM Logotype This type-only logo is most effective for brand recognition and works like a signature or payoff. Sometimes, it is used in a bespoke manner when integrated with a slogan (e.g. “Hello, I’m A’DAM”).
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2: A’DAM Symbol The symbol, without words, can be used when you wish to convey a confident and established brand. Z/5
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Z
3: A’DAM Combination Mark This version (which has maximum impact) can be used for third-party advertising.
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Logos
LOOKOUT LOOKOUT is the name of the observation deck and experience centre situated on the 20th and 21st floors of A’DAM. The graphic-form created by the two conjoined O’s suggest binoculars - after all, LOOKOUT has the best 360 view of Amsterdam. There are two versions of the LOOKOUT logo:
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1: LOOKOUT Logotype This version can be used in instances, when it is clear that LOOKOUT is part of the A’DAM Tower (i.e. with A’DAM logotype and/or imagery of A’DAM).
Z
Z Z
2: LOOKOUT Combination Mark This version (which incorporates the A’DAM Symbol) should be used when there is no accompanying A’DAM logo or imagery.
Z
Colour Pantone 485 CMYK 0/100/100/0 RGB 255/0/0 RAL 3020
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Logos
Madam Madam is the name of the bar/restaurant situated on the 20th floor of A’DAM. The Madam logo is a combination of the ‘A’DAM Logotype’ and the letter M set in a different typeface. This dynamic approach helps to convey the schizophrenic personality of Madam. During the day, it is part of A’DAM – whilst at night, it transforms into a sexy nightclub/bar.
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1.5 X
Madam Dynamic M Logotype Please note that the letter ‘M’ is always full of character, attitude and presence. Similarly, the typeface for the M is always different and never repeated on the same application/context. The examples opposite show the chameleon nature of the Madam brand identity, and how it works with an eclectic array of typefaces.
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Examples
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Logos
Moon Moon is the name of the revolving restaurant on the 19th floor of A’DAM. The Moon logo combines the primary shapes of a circle and square to form a stylised render of the floorplan of the restaurant.
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– –
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Moon aspires to be a premium brand in the Horeca market. As such, please note: The serif typeface ‘Minion’ is employed as the primary typeface. The colour palette of Moon is quite restraint to ensure a sophisticated look and feel (in contrast to the vibrant colour palette of the A’DAM parent-brand). – For all collateral, please consider excellent craftsmanship, premium materials and tailor made creative solutions.
Logos
A’DAM&Co. A’DAM&Co. is the name of the members’ club situated on the 18th floor. The A’DAM&Co. logotype is a slight adaption of the ‘A’DAM Logotype’ The addition of the words “&Co.” help to communicate that the members’ club is housed in, and hosted by, A’DAM.
X/2 X
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A’DAM&Co. aspires to be a premium and exclusive members’ club brand. As such, please note: – The serif typeface ‘Minion’ is employed as the secondary typeface. – The colour palette of A’DAM&Co. is quite restraint to ensure a sophisticated look & feel (in contrast to the vibrant colour palette of the A’DAM parent-brand). – For all collateral, please consider excellent craftsmanship, premium materials and tailor made creative solutions (Ref: the A’DAM&Co. Members Book).
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X
Logos
A’DAM WORKS A’DAM WORKS is the name of the cluster of independent companies on the 8th and 9th floors of A’DAM. The graphic form of the logotype is also derived from the typeface Helvetica. The addition of the three intersecting lines of 45˚ help to project some dynamism and added distinction.
½X X ½X X
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Logos
A’DAM Music School A’DAM Music School is the name of the nonprofit initiative that facilitates additional musical tuition for talented kids from disadvantaged communities in Amsterdam. Note: Please do not abbreviate A’DAM Music School to AMS.
X X X X
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1: Long Logotype
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Y X/2
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X
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2: Vertically Stacked Logotype
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Colour Pantone Reflex Blue CMYK 100/75/0/0* RGB 0/0/255 *For print work, please give preference to the Pantone option (if possible).
Logos
Shelter Shelter is the name of the underground nightclub at A’DAM Toren. Unlike the other logos in this style guide, the logo for Shelter may be adapted to reflect the edgy, non-conformist attitude of the club. Please feel free to push, pull, stretch, distort and sample it - as long as you are nice.
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Examples
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Co-Branding
Brand Partner Logos With sponsorships or brand partnerships, we need to respect the partner brand but ensure that A’DAM is being communicated appropriately. Please ensure that the A’DAM brand is always dominant, by using it on the left or on top. The subordinate/partner logo is always on the right or on the bottom. Maintain the proper clear space around each logo. To aid legibility, please employ the A’DAM Logotype and the various partner logos in the same colour - preferably black. In general, all partner logos should be optically equal in size.
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Y
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Size relationship with text-based logotypes When partner logos are long in format and/or text-based, please use the A’DAM Logotype. Ensure all logos are the same visual size by using the X height of the A’DAM Logotype.
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Y
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Size relationship with symbols For symbol-logos, please use the A’DAM Combination Mark and ensure that all logos are optically equal in size.
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X Partners
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Friends
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Supporters
A’DAM Partner Logos in a grid These logos are for illustration purposes only. The correct artwork is available from A’DAM Toren BV.
Partners
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Y
A’DAM Partner Logos in a line
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2/3Y
Y/3
I
T
E
SOM
I T
H ST ER S
Y/2
X/2
G
IP
IN
Y/2
R
W A N K
H S
H
Another Logo…
1/4X 1/4X
RE B O MO
Logotype of someone else
Examples
The following pages show examples of A’DAM’s brand identity at work.
01-01-2016 REF: Central Station ABC Investment Att: Jacques Strap Herengracht 145 1018 AA Amsterdam
A’DAM Toren Overhoeks 1 1031 KS Amsterdam The Netherlands +31 (0)20 0000 000 info@adamtoren.nl adamtoren.nl
Dear Mr. Strap, Hendae officte es post, sin parum imporis volore, illia que esectecto imin consed aped quatioria corrum latem volumet et mi, cumque nullaboratus aut et, aut rerun aut lacepudanis ea suntinctur? Pudis et fuga. Nempe nonse quo blatur alicient coresed molo dit, od mi, sunt volupta quunti blaudis am quiandae dollore. Stis eost, sinusam repe nim repro ero dipicipsa dolupta suscide dolo beartat autate verferum rehenihit que num eatium harum seque con nullent orepra nat quis quod genia cuptat ma cuptibus maxim fugiam quo eosandi dollique lat ut qui voluptatur si cum facearunt voloresequam harum quame volor re, velectus, nemque moluptaus in et qure minci ditae laccaerum, ut dolestempe natest, que dunt is aboraes seqias porem esti to ommolut hicipit, quia ditatur. Ga. Nem abo. Ut inum quis vellique pro eiunt, nonem sam apernatem nossus dissequis rem laboe pos et voloraesequi bea qui nonsedis ant laboriam eveles demoluptus, id quunt et eum autasi di iuribus molupta doluptatur, non num dolor sinverr oribus quiande nte mporem comnis nonecus reicipis erum consequamus. Kind Regards,
Sander Groet A’DAM
Giorgio Moroder Overhoeksplein 1 1031 KS Amsterdam Postbus 93081 1090 BB Amsterdam 31 (0)6 7474 7474 giorgio@adamtoren.nl adamtoren.nl
Letterhead + Business Card (with fancy foil-block, yeah!)
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Publicity Pack (as 12� record sleeves)
Word Up
Sir Adam Hotel Reception
Down Under
Heaven
A’DAM Works MassiveMusic SFX / ID&T Gibson Wink A’DAM&Co. Sir Adam Hotel Butcher Social Club
Hell
Wayfinding (when possible reference a song title!)
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adamtoren.nl
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A’DAM Expressions
Film: vimeo.com/adamtoren
Construction Fence: the chevrons/arrows reference colourful song titles
Film: vimeo.com/adamtoren
Building Wrap
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A’DAM Symbol Expressions
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A’DAM Symbol Expressions
Eau de parfum spray vaporisateur
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A’DAM Symbol Expressions
Illustration: artists are free to interpret the spirit of A’DAM (e.g. this is what Parra might do)
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A’DAM Expressions
A’DAM sometimes doesn’t require logos. It’s an attitude!
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A’DAM Merchandise
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A’DAM Merchandise
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MADAM 20th Floor
A’DAM&Co. 18th Floor
THE LOFT 16th & 17th Floors SFX 14th Floor ID&T 13th Floor Q-DANCE 12th Floor MONUMENTAL 11th Floor
GIBSON 10th Floor FUCK YEAH! 7½ Floor
LOOKOUT Entrance
ENTRANCE LOBBY + TERRACE
LOOKOUT 20th & 21st Floors MOON 19th Floor MEETING ROOMS 17th Floor MASSIVEMUSIC 15th Floor
A’DAM WORKS 8th & 9th Floors SIR ADAM HOTEL Ground to 7th Floor THE BEERGARDEN THE BUTCHER SOCIAL CLUB Ground Floor, Gym & Terrace SHELTER Basement 61
Checklist
A’DAM Brand The following is a short checklist of the essentials to make sure you are using the A’DAM brand correctly. If you have any challenges beyond those listed below, please contact the A’DAM Brand Team (see next page). Are you using: The Correct & Offical A’DAM graphic assets? Helvetica Bold (tight-kerning at ‘-28’)? Bright Colours? 45° Lines or shapes? Are you following the clear-space regulations? In terms of messaging/copy, does it contain: An Amsterdam reference? A Music reference? Is the language uncomplicated? Is it simple and straightforward with a sprinkle of wit? Does the result make you smile? If you have more than two empty boxes, please start again or contact A’DAM.
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Further Information
Brand enquiries: The Stone Twins adam@stonetwins.com General enquiries: A’DAM Toren info@adamtoren.nl www.adamtoren.nl Anything produced with the A’DAM Brand must be approved by a member of the A’DAM Brand team before production. Should you need any assistance with this brand style guide, please don’t hesitate to contact us. We’re here to help!
Please note: The A’DAM Brand Elements are valuable assets to us and are protected by applicable trade mark, copyright and other intellectual property laws. A’DAM reserves the right to modify these Brand Guidelines at any time. A’DAM also reserves the right to withdraw permission for or otherwise prohibit your use of the A’DAM Brand Elements if such use does not conform to these Guidelines and other terms we set from time to time. A’DAM will not be liable in relation to any loss/damage caused by modification of these Guidelines. A full list of brand usage terms and conditions are available on request. Please remember, A’DAM is rather tall and many of his best friends went to law school. A’DAM is created by Sander Groet, Duncan Stutterheim, Hans Brouwer and Lingotto. © 2016 A’DAM Toren / Toren Overhoeks C.V. All rights reserved. Last revised: January 2016 A’DAM Toren, Overhoeksplein 1, 1031 KS Amsterdam, The Netherlands