2015 JIFC Brand Guidelines Document

BRAND GUIDELINES

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TABLE OF CONTENTS

Our Brand The Johannesburg International Comedy Festival logo

1

Minimum size of the logo

2

When to include the dotted background pattern

4

Applying the logo to images

5

Incorrect use of the logo

6

Primary fonts

7

Secondary fonts

8

Our colour palette

9

Application Business card

11

Letterhead

12

Email signature

13

Emailer

14

Facebook

15

Twitter

16

Lanyard

17

A5 Flier

18

Map

18

Portrait poster

19

Programme guide

20

Double page spread advert

22

Wall banners

23

DISCOP Theater

25

OUR BRAND

The Johannesburg International Comedy Festival logo A company’s logo is its most important visual asset. As such, it is crucial that the Johannesburg International Comedy Festival logo always appears in the same way. It should never be retyped in a different font or be stretched or squeezed to fit a space. Likewise, the Johannesburg International Comedy Festival logo should always appear in colours (see page 9 for colour breakdown) on the preferred background colour of yellow. It should never be placed upon a pattern or an illustration not listed in this manual.

Logo Word Mark & Character

Logo Word Mark & Character

Including: full event details, bottom holding device and city skyline elements.

Logo Word Mark

Logo Word Mark

Including full event details

1

Minimum size of the logo The Johannesburg International Comedy Festival logo needs to be clear on any medium it is applied to. Below are the minimum sizes the logo may be reduced to.

Logo Word Mark & Character

12cm 6,3cm

4,1cm

2cm 4,6cm

5,4cm

4,6cm

5,4cm

Logo Word Mark & Character

Including: full event details, bottom holding device and city skyline elements.

12cm 6,4cm

3,6cm

4,1cm

2

Minimum size of the logo The Johannesburg International Comedy Festival logo needs to be clear on any medium it is applied to. Below are the minimum sizes the logo may be reduced to.

Logo Word Mark & Character

16cm 8,5cm

5,5cm

4,7cm 6,2cm

7,1cm

Logo Word Mark

Including: full event details, bottom holding device and city skyline elements.

3,5cm

3cm

1,3cm 2,2cm

3

When to include the dotted background pattern The dotted background pattern should be included in items that are A5 in size and larger, with exception to the letterhead. The general guideline would be to determine how much space the character is taking up within the medium it is applied to. If the character fills up a large portion of the space, then the dotted background pattern is excluded and a plain yellow background is used instead.

The below are examples of the background pattern application:

A5 Flyer

Poster

4

Applying the logo to images In case of uploading images via social media networks with branding purposes, the Johannesburg International Comedy Festival logo should contain the character as well as the word mark.

The below are examples of the proportions one should follow: Facebook wall view

Twitter feed view

5

Incorrect use of the logo Avoiding the misrepresentation of the Johannesburg International Comedy Festival logo is actually very simple if a few basic rules are followed.

A few examples of poor practice and adequate practice are provided below:

Incorrect Use

Do not seperate the character from the word mark.

Sizing proporations may not be altered.

Do not place any objects on top of the logo.

Do not alter the position of the word mark in relation to the character.

Do not place the logo on any other background other than yellow.

Correct Use

Logo word mark and character on standard yellow background.

Logo word mark and character including skyline elements and event details on standard yellow background.

Please note the bottom 2 options may only be used in instances where there is not enough space to accommodate the character, and therefore creating readability issues.

Logo word mark without the character on standard yellow background.

Logo word mark without the character, including all event details, on standard yellow background.

6

Primary font The Johannesburg International Comedy Festival corporate font is ITC Avant Garde. This should not be changed or altered in any way and are shown purely as reference.

Primary font ITC Avant Garde Bold

JOHANNESBURG

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;?()* Primary font ITC Avant Garde Medium

INTERNATIONAL

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;?()* Primary font ITC Avant Garde Book

COMEDY FESTIVAL

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;?()*

7

Secondary font The layout and use of type is integral to the look and feel of Johannesurg International Comedy Festival and benefits by being set with care. The Johannesurg International Comedy Festival corporate fonts are “A love for Thunder” and “Montserrat”. Their simple, legible, straight forward nature helps communicate our brand values. These fonts should be used in all our communications, both external and internal, as it will ensure uniformity and that all-important recognition.

Headlines A Love of Thunder to be used on Headings and short phrases.

Headlines and sub-headlines Montserrat Bold to be used for Headlines and Sub-headlines.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;?()* Headlines and sub-headlines Montserrat Regular to be used for Body Copy and Legal Copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;?()* Substitute Font Helvetica to be used only in cases when our custom font cannot be integrated due to technical restrictions. For example, the HTML email signature.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;?()* 8

Our colour palette Wherever possible, the Johannessburg International Comedy Festival logo should be shown in our brand colours on a plain yellow background (as shown on page 1) or dotted background depending on size restrictions (as shown on page 4).

Our brand colour palette consists of 2 primary colours and 3 secondary colours detailed below:

CMYK 0 C 20 M 100 Y 0 K RGB 255 R 203 G 5 B PANTONE 109 M

CMYK 25 C 100 M 100 Y 25 K RGB 152 R 27 G 30 B PANTONE 202 C

CMYK 0 C 20 M 100 Y 0 K RGB 0R 0G 0B PANTONE Black

CMYK 0 C 70 M 100 Y 0 K RGB 241 R 110 G 33 B PANTONE 716 M

CMYK 70 C 0 M 40 Y 0 K RGB 65 R 188 G 171 B PANTONE 7465 M

Differences between RGB, CMYK and Pantone CMYK is used for printing on paper. While this method is more consistent than RGB, it can still differ from printer to printer depending on their equipment and the quality of their ink. RGB is the colour model used on screens. However, it is device dependent which means that the colour will look different on different devices as they will each detect and reproduce the given RGB code slightly differently. Pantone are specific colours and can be match to a standardised chart. Pantone colours will not differ from printer to printer but may differ slightly based on the medium it is applied to and whether it is coated or uncoated. CMYK,RGB and Pantone will differ slightly in their tone and hue from each other. Great care has been taken to match them as closely as possible to retain brand consistency.

9

APPLICATION

Business card

11

Letterhead

12

Email Signature

info@jicf.co.za

Johannesburg International Comedy Festival | Email Signature info@jicf.co.za

Johannesburg International Comedy Festival email signature preview example

13

Emailer Invitation

Press Release

14

Facebook

15

Twitter

16

Lanyard

17

A5 Flyer

Map

18

Poster

19

Programme Guide

20

Programme Guide

21

Double page spread advert

22

Wall Banners

23

Wall Banners

24

DISCOP Theater

25

DISCOP Theater

26