Spark Brand Guideline

Brand Guideline

1.

INTRO

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You’re about to venture into Spark Festival Brand Identity Guidelines. A collection of graphic communication media based on our local heritage and philosophy, this book is displayed through a comprehensive narration of procedure on how Spark is presented to the world.

A systematic methodology across our communication media is by all means necessary as a vital building block of Spark identity and business. Hence, the brand voice should always rhyme with everything we plan, everything we do, and most importantly, how we do it.

In short, everything beyonf this page sets a solid foundation on how we approach the public across all aspects – in short, our brand culture.

Last revised: July 2018

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2.

CONTENTS

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Contents

This page breaks down the list

across all media use and

of items to be expected from

communication during the

Spark brand identity guideline.

design process.

From our logo usage to brand implementation, ensure proper usage and each procedure of the brand to optimize communication standard

01

INTRO

02

CONTENTS

03

LOGOS Masterbrand Logo Logo Clearspace Logo Scaling Logo Variant - Monochromatic Logo Variant - Colours

04

PARTNER LOGO PLACEMENT

05

INCORRECT USE Black & White Colour

06

USE OF TYPEFACE Typeface Publication Typeface Typography

IV

Contents

This page breaks down the list

across all media use and

of items to be expected from

communication during the

Spark brand identity guideline.

design process.

From our logo usage to brand implementation, ensure proper usage and each procedure of the brand to optimize communication standard

07

PICTURE Illustration Photography Logo Placement

08

COLOUR Spark Color Scheme Neutrals and Copy

09

ICONS AND SIGNAGES

10

PATTERN

11

TONE AND VOICE Spark’s Voice Brand Archetype

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V

CONTACT

3.

LOGOS

1

Logos

This logotype is the central

The letters S-P-A-R-K are

Masterbrand Logo

element in Spark’s visual

formed with a series of

communication system. It

linear lines, unified in visual

becomes a visual insignia of

proximity. Each stroke is

our festival and also a unified

varied in thickness, implying

benchmark of our activities,

five core values - Artistic,

achievement, and vision.

Accessible, Connecting, Integrating and Immersive.

Masterbrand logo in black and white.

2

The prominent use of

Linear lines and solid drop

The logotype should never

horizontal lines imbues a

shadow effect emulate retro

be altered or distorted in any

sense of safety built gradually.

effect which is strongly

method. Re-drawing of this

Warm hues dominate the

associated with the 1970s era.

logo is strictly prohibited;

wordmark with the exception

A twist within the wordmark is

rather it should be reproduced

of teal, indicating a focal point

slipped in via slanted sans-

photographically or digitally.

and creating a quasi cross-

serif typeface, juxtaposing

stroke through the letter A.

both retro and contemporary/ modern natures of Spark.

Masterbrand logo in full colour.

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Logos

The Spark logo should be

In addition to wordmark

Logo Clearspace

reproduced photographically

anatomy, minimum clear

whenever possible. For large

space should be established

application such as signage,

to avoid cluttering elements

the logo may be reproduced

around the logo. x equals

using this grid drawing as an

to half the x-height of the

accurate guide.

wordmark.

Logo clearspace

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Logos

This page contains camera-

Logo Scaling

ready reproduction artwork for Spark wordmark. This artwork may be reduced or enlarged where necessary. For usage clarification, please contact the HQ through our contact details in the last section.

Masterbrand logo in black and white, ranging from 1 cm to 10 cm width.

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Logos

The correct methods for

neutral colour background to

Logo Variant - Monochromatic

use in the Spark logotype is

preserve its visual presence

shown below.

throughout our design.

As shown through these

Note that the stripes are to

examples, Spark black-and-

follow the background/paper

white color variant can only

colour while retaining its

be complemeted with solid

thin stroke.

monochromatic or light-value

Masterbrand logo in black & white and reverse.

6

Drop shadow effect should

tonal value is under 50%.

colours as it will reduce the

always be noticeable as much

Once above 50%, negative

visual effectiveness and brand

as the lines, with either solid

logo should be implemented

presence of the logo.

black or white.

at once.

A general usage is to gauge

The monochromatic variants

the background colour.

should not be used with

Standard black and white logo

bright saturated colours

is used when background

or medium and dark value

Masterbrand logo in dark and light value background.

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Logos

The examples below illustrate

Besides white, solid light-

Logo Variant - Colours

appropriate uses of the Spark

coloured neutral background

logo in colour.

can complement the coloured wordmark.

Against a white background the wordmark may be shown

While the colours in the main

in either full colour and black.

swatches can be implemented into the background, only the coloured logo can be inserted.

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Masterbrand logo in colours.

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4.

PARTNER LOGO PLACEMENT

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Partner Logo Placement

Part of our main selling point

Since the sponsors’ logo

revolves around continous

are implemented in various

support from generous

collaterals alongside the Spark

sponsors and vendors

logo, they should occupy their

contributing into our event.

own visual space to prevent unnecessary congestion.

Spark Wordmark

Pictorial Mark

3x/2

2x

x

x

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Combination Mark Vertical 1

Combination Mark Vertical 2

In this way, the logos are

Below are some scaling

unobstructive to the Spark

onsiderations and testing of

logo and other sponsors’

various kinds of logo.

logos and each logo achieve

Note that same type of logo

the emphasis and attention

with different orientation

that it deserves.

present different nuance.

Lettermark

Wordmark

Combination Mark Horizontal

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Partner Logo Placement

x

x

x

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Through the tryouts on the

By default, the clear space

previous page, we have made

of each logo still follows that

a rational conclusion of how

of Spark wordmark - half of

each variation of sponsors’

its relative x-height, unless

logos should be scaled

specified by sponsors’ brand

relatively to Spark wordmark.

identity requirement.

5.

INCORRECT USE

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Incorrect Use

The examples below shows

Black & White

some incorrect treatments of black-and-white wordmark.

1. Straightened.

5. Large distance

2. Solid typeface.

6. Reveresed letter.

3. No stroke outside stripes.

7. Low-contrast.

4. Bound in an outline.

8. Gradient.

9. Slanted vertically.

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Incorrect Use

The examples below shows

Colour

some incorrect treatments of wordmark in colour.

1. Different layering.

5. Gradient background.

2. Black-and-white logo with

6. Negative logo in color.

Saprk color background

7. Low-contrast color.

3. Gradient stripes.

8. Flipping the wordmark.

4. Contrasting color.

9. Random stripe coloring.

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6.

USE OF TYPEFACE

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Use of Typeface

The use of modern font, in

Classified as display sans-

Typeface

this case, Discotechia, gives

serif font, it is one of the few

a twist of modernity and

font that can cater to people

dynamism in the nostalgic-

from two different generations

themed festival. Developed by

- gen Y and Z.

Iconian Fonts, a type foundry which specializes in typefaces inspired from sci-fi movies.

Discotechia Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$(&?!%.;:,-)

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Use of Typeface

For content, Helvetica knows

This typeface can be

Publication Typeface

no bounds. Its use has stood

implemented in various

the test of time due to its

media to create a clean and

distinctive presence and

contemporary visual program.

superior readability. With two

The cursive sans-serif

variations used, Helvetica

letterform makes it legible

is ideal as content text for a

even in small point size.

better reading experience.

Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$(&?!%.;:,-)

Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$(&?!%.;:,-)

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Use of Typeface

Headline:

Content:

Typography

- Font : Helvetica Bold,

- Font : Helvetica Regular,

sentence case

Italic (sub) sentence case

- Size: 30 pt

- Size: 11 pt

- Alignment: Left

- Alignment: Left

- Tracking 0 pt

- Tracking 0 pt

- Leading 36pt

- Leading 16pt

Headline

30pt size

Subheadline Content

11 pt size 11 pt size

Headline Subheadline Content

Headline

36pt leading

Subheadline Content

11 pt leading

Headline Subheadline Content

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7.

PICTURE

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Aside from our logo to depict our brand, we also use pictures to visualize and connect to our audience. A picture is worth a thouand words, and in our case, it brings you through time.

Our main use of picture revolve around two things illustration and photography.

In the next few pages, you will learn what picture styles best suits our identity, and how our wordmark can also come in place to complement the pictures.

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Picture

The use of illustration is

To suit the theme, certain

Illustration

timeless - from manual

illustration style needs to

drawing style to pure digital,

come in place. Our illustration

has enabled ideas to be

style is a combination of

visualized, and in this case,

earthy/vintage 1970s style and

feeling nostalgic.

the notion of simplicity.

02.11.18 - 04.11.18

THE PADANG, SINGAPORE

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With the idea of the 1970s retro in the context of modern era, Spark festival highlights our vision to bringing people together and appreciate local culture. With the movement of new technologies, we aim to create a safe space where everyone can experience what the tech era offers.

Do look forward to our retro 70s stylizing of the whole area, feel how it is to live in the past through some of our specially curated 70s movie night, live performance, and photobooth. The overall festival shall represent the retro vibe from its most diverse angles: arts, music, movie, fashion, culture, tradition, and lifestyle.

Picture

Photography is a significant

(1) Oversaturated hue

Photography

medium to visualize daily

(2) Warm tone

moments.

(3) Lo-mo filter (4) Neutral hue

Below are some of the

(5) Sepia tone

photography effects dominant

(6) Complementary colour

in the 1970s.

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Picture

Below are some of the logo

Depending on the tone/mood

Logo Placement

placement as watermark.

of the picture, background color on the watermark should

As shown below, all four

be considered to ensure focal

examples position the logo in

point still rests within the

a left bottom orientation, with

picture, not the watermark.

the size of logo being 1/10 of the width.

SPARK

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8.

COLOUR

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Colour

The swatches below are to be

Spark Colour Scheme

used in achieving visual match for Spark color code in any medium of reproduction.

#D 76 8 2 A C M Y K

: 12% : 71% : 99% : 2%

R : 215 G : 104 B : 42

#7 6 B 3A 0 C M Y K

: 56% : 12% : 42% : 0%

R : 118 G : 179 B : 160

#D 89 F 2B C M Y K

: 16% : 38% : 99% : 2%

R : 216 G : 159 B : 43

#C D 4 7 2 A

C M Y K

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: 14% : 86% : 98% : 3%

R : 205 G : 71 B : 42

Colour

Neutral colors are equally

Neutrals and Copy

important to ensure legibility in various circumstances.

Usage of neutral color background and logo depends on the number/ percentage of black.

#000000 C M Y K

: 0% : 0% : 0% : 100%

R : 0 G : 0 B : 0

#808284 C M Y K

: 0% : 0% : 0% : 60%

R : 128 G : 120 B : 133

#BBBDC0 C M Y K

: 0% : 0% : 0% : 30%

R : 188 G : 190 B : 192

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9.

ICONS AND SIGNAGES

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As what compass is to a

Not just a static direction-

To emulate stronger sense of

sailor, it is also what signages

showing board, it is also

nostalgia through objects, we

are to our visitors.

part of our brand identity, of

have implemented our local

which people would associate

method of setting signages.

Spark festival as.

Some researches of signages, in icon and typeface

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Icons and Signages

Some necessary icons you

8. Information

can find in our festival include:

9. Handicapped

1. Toilet (Male)

10. Main Stage

2. Toilet (Female)

11. Smoking Area

3. Photobooth

12. History Tent

4. Ticket

13. Carousell Wardrobe

5. First Aid

14. F&B

6. Movie Spot

15. No-Smoke Zone

7. Audio Hub

16. Exit

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EXIT

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Icons and Signages

Below is an example of how to design the signage.

Standard vertical pole is in #D7682A. To rhyme with our branding, the sideways directional boards can be coloured according to our brand colour.

SPARK 200 m

Information Counter

400 m

Photobooth

Smoking Area

500 m

1.65 cm

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10.

PATTERN

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Pattern

This is our brand pattern - 12

Note that for monochromatic

stripesWith the exception of

use, it must not be presented

the last stripe below, each

in various tonal values, but

stripe gradually expands from

rather as one value, of which

top to bottom.

is stated in Section 8.

There are four colours in our stripes - all of them being our brand code colours.

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11.

TONE AND VOICE

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Tone and Voice Spark’s Voice

Imagine yourself interacting with a history

With historical accuracy and current relevance

account, featuring what has happened during

in mind, Spark aspires to connect the people

the World War era. Everything sounds very

from silver generations and current youth - as

detailed, in fact too detailed, and to the point

the bridge between both parties. While Spark

where you feel it is “not something a normal

provides a “time-travel”-ish journey, it also

human could read for a long period of time”.

provides an opportunity for technology to define the notion of life and relationship in the

It is true, that in some circumstances such as

1970s compared to current era.

presenting history, certain facts and figures needs to come in place to ensure the accuracy

Integrating technology into this festival, Spark

of a particular event. Without which we could

is also established for people to embrace

not have an accountable source of information

technology not only as an archetype of

to trace back our origin and respect the past.

modernity, but also a form of nostalgic hope.

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Tone and Voice Brand Archetype

Sage

Guided by the discovery of truth, using intelligence and analysis to understand the world. Provide expertise or information and that encourage people to think.

Caregiver

Protect people from harm and help others. Place a high value on customer service, especially those in the education, or non-profit/ charitable space.

Ruler

Create a prosperous and successful family, company, or community. Help people become and stay organized, or promise safety and stability in a chaotic world.

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12.

CONTACT

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If you have read until this page, you deserve our salute.

It means you share our passion in understanding our belief and identity. Having shared the common ground to start off, you are now officially part of our big group.

We understand applying these principles effectively and accurately takes time. It is with that reason that our brand has a very profound meaning to our target audience not only in how we look, but also where they belong.

Should there be any additional enquiries about our visual identity and its design application, please do not hesitate to contact us.

Spark Address

1 Jata Remaja #05-05 Hillview House Singapore, 663662

Contact No.

(+65) 1970 1000

Email

admin@spark.com.sg

Website

www.sparkfestival2018.com.sg

Instagram

@sparkfest2018

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