RULES FOR A SUCCESSFUL BRAND
themes 3 logo 4 usage 6 spacing 7 colours 8 logo fonts 10 typography 12 contact 14
Precise & Clean Good Show Digital takes the time to ensure everything we create is exactly what was asked for, interpreted through a lens that allows for flexibility and detail that may not have been considered when an idea is proposed. Organic & Industrial Good Show Digital brings together what feels natural with what makes an impact. Good Show Digital isn’t trying to promote one or the other, instead, it brings together ideas from all over the place. Unique & Approachable Good Show Digital doesn’t aim to please everyone by creating a milquetoast, middle of the road product that everyone likes but nobody loves. Good Show Digital aims to please the people who want something that you can offer. You can’t please everyone, so please the people that want to celebrate with you.
Whenever possible, this is how the logo should look. The logo has a slight gradient running from the bottom of the “Digital” banner to the triangles at the top of the “Good Show” letterbox. The fonts should never, ever change. There should always be triangles in the letterbox. There should always be 4 lines spanning the triangles, vertically. There should always be a black space behind the “Digital” banner. The word “Digital” should always be curved with the banner, and all letters should be uppercase. There should be 3 orange stripes (or 2 black stripes, depending on your perspective) in the container behind the banner. It can be reduced if necessary by losing the gradient, or losing the peach colour all together.
The default logo works fine on white backgrounds.
You can either keep the letterbox transparent, or you can fill it with white on light backgrounds.
On a bright background, the letterbox should always be white.
On dark backgrounds, a white outline is applied to the logo. The thickness should always be the same, and a file is supplied with the outline added.
Complex backgrounds should use the white outline too, to preserve visibility.
If you’re ever unsure, use the white outline.It’s better to be safe than sorry.
If you aren’t allowed to use colour, you should turn the orange tone into white.
If you feel that the logo isn’t popping on a darker background - navy, blue, burgundy, etc, the alternative is to use the one colour version. 5
Black background with no outline is a bad move.
Don’t use the transparent letterbox on bright or dark backgrounds.
Don’t use the transparent letterbox on a pattern, no matter how faint it is.
Don’t skew or stretch the logo. If you do, people won’t like your brand, and they won’t understand why.
Don’t allow the logo to be cut off or partially missing. Would you display 4/5ths of an Emily Carr painting when you have the whole thing?
Avoid rotating the logo, unless the rest of the page is rotated with it. The eye has a hard time with strange angles.
Don’t apply effects. If it’s not being embossed in real life, it won’t look good. Your logo is flat, and it likes it that way!
Be careful to use the right version of the logo in the right situation. If you can’t read the logo with total clarity, would anyone else bother trying to figure it out? 6
Good Show Digital has a personal bubble, and it doesn’t like to be violated. To keep the logo safe, there’s an easy rule to follow when it’s used in a layout, with other logos, or with any other element - One capital letter “D” from the letterbox is the minimum space the logo needs to breath, two capital Ds stacked next to each other is the ideal amount of space. Since the guide is built into the logo, and scales with the logo, there’s no excuse for anyone using the brand. It’s simple, and that makes it an easy rule to follow.
0 0 0 100
0 22 83 0
255 200 68
7 79 97 1
55 0 35 0
224 89 42
107 203 184
LATE NIGHT 86 69 50 46 CMYK
WINE STAIN MELONBALL
50 20775 68 82 0 67
38 58 88 26
WHITE 0000 CMYK
36 55 70
211 64 214 32 32 85
132 93 50
255 255 255
The brand name is laid out in Cheque. Cheque is designed for headline and display use, not for use in paragraphs, or anything that requires any real reading - and in this name, that completely suits the font. Cheque has a vintage look, harkening back to the roaring twenties, pre-depression. The body of the font is hollow, and the gold/yellow tone used in the logo helps brighten what would otherwise by an imposing, oppressive font, especially at larger sizes.
TYPOGRAPHY Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Sphinx of black quartz, judge my vow! Sphinx of black quartz, judge my vow! Sphinx of black quartz, judge my vow! Agenda is the preferred sans-serif font for Good Show Digital. Agenda is easy to read, has several different, professionally designed weights, works well with the brand as a hero as well as a paragraph font, and doesnâ€™t steal the show unless you want it to. It appears modern while still harkening back to the precise, organic curves of mid-century, making it a fantastic way to bridge between the art-deco inspired logo and mid-century inspired colour scheme of Good Show Digital. 12
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Sphinx of black quartz, judge my vow! Sphinx of black quartz, judge my vow! When Agenda is unavailable, PT Sans is a good, free, web-ready backup provided by Google Fonts. PT Sans is readable, professionally designed, but has some key differences to the discerning eye - the height of the letters is more uniform, the numbers have some unique, less even shapes to them, and the font isnâ€™t available in as many weights. Nontheless, PT Sans does a good job of remaining in the background without betraying the warmth of the mid-century influences, or the brashness of the art-deco influences the brand gives off. 13
This brand was developed by Matthew Kidman (brandr) and Zaira Gaudio-Fry (Good Show Digital). The final sign-off for any usage of the brand is always Zaira Gaudio-Fry. Zaira may want a second opinion, clarification, or advice on a question about the brand - in that case, and only with Zairaâ€™s permission, Matthew Kidman can be contacted for advice or information regarding the brand. Their contact information is below.
firstname.lastname@example.org www.goodshowdigital.com (555) 555-5555
MATTHEW KIDMAN email@example.com www.brandr.ca (647) 770-8743
Brand Guidelines Last Updated: June 2018 16
Brand guidelines for Ad Agency Good Show Digital