BLACK MOON Brand Guide
ABOUT
About this magazine
My project consists of developing a magazine (digital and print) focused on legends, paranormal stories, science fiction, and popular myths of Canada, with the aim of promoting Canadian culture and offering new immigrants an opportunity to learn about the traditions and stories that form part of the country’s identity, many of which are unknown to those who have just arrived. The magazine will feature stories based on local culture and in the public domain, allowing their use without the need for copyright permissions.
Additionally, it will include a special section where the best stories submitted by “readers” from diverse cultures and backgrounds, both temporary residents and citizens, will be published, promoting integration and connecting the cultural diversity of Canada. Illustrations and photographs will be used to complement the stories, creating an atmosphere of tension, suspense, and mystery to capture the readers’ attention and enrich their experience as they immerse themselves in these tales.
Tone of voice
The tone of voice in writing is the way the author conveys their attitude and intentions through words, grammar, syntax, and overall approach.
In this magazine, a mysterious and suggestive tone will be used, leaving room for the reader’s
imagination and contributing to the creation of suspenseful and psychological horror atmospheres. Additionally, a narrative that alternates between the first person (I, we) and third person (he, they, she, etc.) will be employed to enrich the reading experience.
Primary
The Black Moon logo is designed to reflect the mystery and terror of the magazine.
The bloodstained crescent moon symbolizes the supernatural and macabre, while the full moon in the background represents the revelation of the hidden.
The name “Black Moon” reinforces the dark, paranormal atmosphere, inviting readers to explore suspenseful stories and legends.
The bold, contemporary typography complements the eerie feeling, creating a visual identity that appeals to enthusiasts of the horror and mystery genres, highlighting themes of the unknown and the paranormal.
In cases where the illustrations are particularly dark, the crescent moon and text will be rendered in white to create a contrast that ensures readability against the background. Additionally, in certain cases and when the background allows, light reflections from the moon may be added to enhance the atmosphere and improve the visibility of the logo.
Logos
In many cases, such as on the cover of this edition, the logo is presented alone, without the illustration of the moon. This is because the cover includes several elements, and in order to maintain the visual balance of the magazine, only the “Black Moon” lettering is used. These can be implemented in any of the authorized colors from the palette, with the aim of contrasting appropriately with the various backgrounds used throughout the magazine.
The logo can be used both vertically and horizontally, depending on the structure of each cover, thereby enhancing the readability of its components.
secondary Logos
BLACK MOON
BLACK MOON BLACK MOON BLACK MOON
BLACK MOON BLACK MOON
BLACK MOON
Wrong use of logo
On the other hand, modifying the color of the main logo, specifically the moons, will not be allowed, as such a change would alter the essence of the magazine, giving it a more childish or cartoonish appearance. Below are some examples of incorrect uses of the logo.
BLACK MOON
BLACK MOON
BLACK MOON
BLACKMOON
FFFFFF
CMYK: 0% 0% 0% 0%
RGB: 255 255 255
D2232A
CMYK : 11% 99% 92% 2%
RGB: 210 35 42
975B92
CMYK: 45% 75% 15% 1%
RGB: 151 91 146
436998
CMYK: 81% 58% 19% 2%
RGB: 67 105 152
1E9A9B
CMYK: 79% 20% 41% 1%
RGB: 30 154 155
41AD49
CMYK: 75% 5% 100% 0%
RGB: 65 173 73
183E3E
CMYK: 87% 56% 62% 50%
RGB: 24 62 62
000000
CMYK: 75% 68% 67% 90%
RGB: 0 0 0 0
COLOUR PALET TE
The colors selected for the magazine’s color palette are representative of nature, especially the environments of forests and the city, which will be key elements in the illustrations of the stories:
1.-#FFFFFF(White): This color is used to ensure clarity and contrast in visual elements, especially when highlighting the logo and improving readability on dark or detailed backgrounds.
2.- #D2232A (Dark Red): This red tone evokes intensity and danger, reflecting emotions such as fear and alertness. It is associated with suspense and psychological horror, key elements in the magazine’s stories.
3.- #975B92 (Dark Lavender): This color is sophisticated and mysterious, representing magic and the supernatural. Dark lavender can be
linked to an atmosphere of mystery and the unexplained, creating a dramatic contrast with warmer.
4.- #436998 (Deep Blue): This blue recalls the natural landscapes of forests and dark skies, conveying a sense of tranquility, but also the unknown. Deep blue can create an atmosphere of reflection or suspense.
5.- #1E9A9B (Teal): This green with blue undertones evokes the freshness and mystery of nature. It is a color reminiscent of forests and dark waters.
6.- #41AD49 (Vivid Green): This green rep
resents life and vibrant nature but can also symbolize uncertainty or threat in supernatural contexts. This color was selected to contrast and highlight elements like titles, among others.
7.- #183E3E (Dark Green): This dark green is associated with the depth of forests and the darkness of the unknown. It conveys a sense of isolation and mystery.
8.- #000000 (Black): Black is the color of darkness and void, essential for creating strong contrasts and generating an atmosphere of suspense and mystery.
TYPOGRAPHY
Secondary title Subhead Title
creepster
Horror-style typography, to highlight the mysterious and terrifying character. Its slightly distorted appearance and angular shape evoke a sense of the supernatural and macabre, aligning with the central theme of suspense and psychological horror. When used for the titles, it creates a strong first visual impression, immediately capturing the reader’s attention.
Bebas neue
A modern sans-serif typography with thick strokes, ideal for subtitles due to its readability and visual impact. Its use in subtitles maintains a balance between the traditional and the modern, helping to effectively guide the reader through the content.
ACTIVE
It is a sans-serif typography that conveys dynamism and modernity. It is clear and easy to read, making it an excellent choice for subheadings. Its simple and direct style complements the more ornamental fonts of the titles and subtitles, ensuring that the visual hierarchy is clear and that the subheadings stand out without being too overpowering.
TYPOGRAPHY
Text Captions Quotes
Garamond Monserrat Superpop
It is a classic serif typography that offers excellent readability and an elegant tone for the body text. Its sophistication and smooth lines make reading comfortable over long periods, which is essential for a magazine featuring stories. Additionally, its timeless appearance reinforces the sense of seriousness and depth, making it suitable for legends, myths, and psychological horror tales.
It is a modern, clean sans-serif typeface, highly legible in both small and large sizes, making it a functional choice for descriptions or captions. Its geometric and contemporary style also adds an elegant and professional touch to the magazine without compromising the clarity of the information. It is a versatile option that is not only suitable for titles but also adapts well to smaller text bodies, such as captions. Additionally, being such a popular and widely used typeface, it has excellent readability on both digital devices and print.
“Superpop” is a bold and playful typography, suitable for highlighted quotes. Its fun and distinctive shape makes the quotes stand out within the text, adding a touch of freshness that captures the reader’s attention. Its use for quotes adds dynamism and energy, complementing the lively and tense atmosphere the magazine aims for as a whole.
guideline Image Guideline
Web and Print
Merchandising: Black Moon logo T-shirts allow magazine followers to identify with the brand and promote it, as well as generate revenue through the sale of items such as clothing, among others.
Websites like Facebook: Having an online presence is essential to expanding the magazine’s reach and encouraging community engagement.
- Visibility and reach
- Audience interaction
- Digital advertising and monetization