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IDENTITY MANUAL | SEPT 2016


MISSION STATEMENT

Yarn Stories believes that a community is shaped by its par ticipation in the ar ts. In the small community of Muncie our goal is to spread the knowledge of fiber ar ts and give the residents a place to star t, to learn, or to practice the craft of fiber ar ts. We strive to build a closer relationshipto the ar ts within the neighborhood to share our stories as a community.

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YARN STORIES IDENTITY MANUAL


CONTENTS

03

Why Do We Have Guidelines?

12

Core Color Palette Secondary Color Palette Nuetral Color Palette

Benefits of Using Guidelines

04

Components of an Identity Signature Preferred Signature Alternate Signature #1 Lockups Preferred Lockup Alternate Lockup #1 Alternate Lockup #2 Circle Orientation

11

Color Palette

13

Integrity of the Identity Design

14

Identity File Index Preferred Lockup Alternate Lockup #1 Alternate Lockup #2 Circle Orientation Preferred Signature Alternate Signature #1

Typography Secondary Typography Signature

YARN STORIES IDENTITY MANUAL

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WHY DO WE HAVE THE GUIDELINES? • • • •

To understand the function of the identity design Explain the components Define the graphic design standards To illustrate how the standards are applied

BENEFITS OF USING GUIDELINES Collaboration Establishes a rulebook for an army of individuals that work on the company materials Consistency Ensures how the brand should appear across all media Longevity Helps your company hold the value in its brand for many years through the proper use of its components

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YARN STORIES IDENTITY MANUAL


COMPONENTS OF THE IDENTITY SYSTEM

Yarn Stories visual identity system consists of: • The Logomark • The Signature The signature is available in a preferred version for most uses, and alternate versions, which may be used in specific applications. See page 6 for detailed information on using various versions of the signature. Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.” See page 7 - 9 for detailed information on using the lock-ups. The circle orientation is a restrictive-use option and may be used in contexts with space constraints where the organization needs to be endorsed in a flexible manner. See page 10 for detailed information on using various versions of the circle orientation.

YARN STORIES IDENTITY MANUAL

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THE LOGOMARK Yarn Stories logomark is intended for use on applications where the width of the logomark is more than or equal to 1/4 inch. The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/4 inch wide. The logomark may never be used at sizes smaller than 1/4 inch wide. The logomark may be used independent of the signature in appropriate contexts. See page 7 - 9 for the available “lock-ups” which combine the logomark and the signature for appropriate use. Yarn Stories logomark may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Yarn Stories’ core colors conflict with the application, the logomark may be reproduced in black or white. See page 12 for the Pantone colors, CMYK, RGB, and HEX values

x

x

1/4 inch

Logomark

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YARN STORIES IDENTITY MANUAL


THE SIGNATURE Yarn Stories signature (set in typeface Gill Sans) is available in two versions: 1) The preferred signature is a two-line, flush right version that should be used in the horizontal and vertical lock-up with the logomark. 2) The alternate signature #1 is a single line, centrally aligned version that should be used with a central aligned logomark or independent of the logomark. See page 7 - 9 for the available “lock-ups” which combine the logomark and the signature for appropriate use.

x x

Preferred Signature

Yarn Stories signature may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Yarn Stories’ core colors conflict with the application, the signature may be reproduced in black or white. See page 12 for the Pantone colors, CMYK, RGB, and HEX values. Yarn Stories signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the signature are not created from the typeface directly.

x

x

Alternate Signature #1

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x

x

1/2 inch

Preferred Lock-Up

IDENTITY ELEMENTS COMBINATIONS Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.� Three versions of Yarn Stories lock-ups are available for use: 1) THE PREFERRED LOCK-UP: The two-line, flush right signature placed on the left side of the logomark is the preferred lock-up and should be used whenever possible in order to build equity around it. The preferred lock-up is intended for use on application where the height of the logomark is more than or equal to 1/2 inch. The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/2 inch high (1/2 inch high for preferred lock-up).

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YARN STORIES IDENTITY MANUAL

Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. Yarn Stories lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created. THE PREFERRED LOCK-UP CLEARSPACE To maintain the integrity of the Yarn Stories lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the preferred lock-ups.


x

1/2 inch

x

Alternate Lock-up #1

IDENTITY ELEMENTS COMBINATIONS Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.� Three versions of Yarn Stories lock-ups are available for use: 2) ALTERNATE LOCK-UP #1: The two-line, flush right signature placed at the bottom of the logomark to create the vertical orientation that is the alternate lock-up #1. The alternate lock-up #1 is intended for use on application where the width of the logomark is more than or equal to 1/2 inch. The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/2 inch wide (1/2 inch wide for preferred lock-up).

Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. Yarn Stories lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created. THE ALTERNATE LOCK-UP #1 CLEARSPACE To maintain the integrity of the Yarn Stories lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the preferred lock-ups. YARN STORIES IDENTITY MANUAL

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x

x

1/2 inch

Alternate Lock-up #2

IDENTITY ELEMENTS COMBINATIONS Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.� Three versions of Yarn Stories lock-ups are available for use: 1) ALTERNATE LOCK-UP #3: The single line, centrally aligned signature is place at the bottom of the centrally aligned logomark for the alternate lock-up #2. The alternate lock-up #2 is intended for use on application where the height of the logomark is more than or equal to 1/2 inch (height of the preferred lock-up is more than or equal to 1/2 inch). The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/2 inch high (1/2 inch high for preferred lock-up).

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YARN STORIES IDENTITY MANUAL

Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. Yarn Stories lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created. THE ALTERNATE LOCK-UP #2 CLEARSPACE To maintain the integrity of the Yarn Stories lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the preferred lock-ups.


THE CIRCLE ORIENTATION Yarn Stories circle orientation is developed to provide communicators with a restrictive, non-official use option that incorporates the logomark but does not use the official signature typeface.This version may be used in context where orientation constraints prohibit the use of the preferred or alternate lock-ups and the organization needs to be endorsed in a flexible manner (e.g. social media identity). The circle orientation is intended for use on application that are greater than or equal to 1 1/4 inch wide. Yarn Stories circle orientation must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The elements of the circle orientation have been arranged to work at different scales, so it is crucial that independent versions of the wordmark are not created. THE CIRCLE ORIENTATION CLEARSPACE

x

x

1 1/4 inch

To maintain the integrity of the Yarn Stories circle orientation, a certain amount of space around it must be kept clear of competing visual elements. The area around the circle provides balance and wholeness to the circle orientation so that it is not violated by competing elements. The diagram on the right shows the correct amount of space that should surround the circle orientation.

Circle Orientation

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TYPOGRAPHY Yarn Stories secondary typeface is Gill Sans. This should be used for materials that consist of written text. The type face may be used as an everyday typeface only for secondary information. Please see below the specifications of how to use the signature below.

ABCDEFGHIJKLMN O P Q R ST UV W XY Z abcdefghijklmn opqrstuvwxyz

SIGNATURE Yarn Stories signature uses the typeface Gill Sans. This typeface should not be considered an everyday typeface for Yarn Stories signature. In the signature Gill Sans should only be used in uppercase letters, semibold, and never be set as running copy. Gill Sans is designed by Edward Johnston and it can purchased from: myfonts.com/fonts/mti/gill-sans/ For more information on the rights and licenses, please visit: myfonts.com/fonts/mti/gill-sans/ *Note: Yarn Stories signature may never be manipulated or created directly from the typeface. The elements in the signature have been arranged to work at different scales. To ensure that the correct scale relationships and spacing are maintained, these elements must always be used as a provided file.

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YARN STORIES IDENTITY MANUAL

ABCDEFGHIJKLMN O P Q R ST UVW X Y Z


PANTONE 7421 U C 43 M 73 Y 50 K 22 R 129 G 77 B 89 HEX 814D59 PANTONE 350 U C 66 M 44 Y 64 K 25 R 85 G 103 B 87 HEX 556757

PANTONE 7614 U C 32 M 42 Y 41 K 1 R 176 G 146 B 138 HEX B0928A

PANTONE 5767 U C 44 M 31 Y 66 K 5 R 149 G 151 B 108 HEX 95976C

PANTONE 5555 U C 57 M 34 Y 45 K 5 R 119 G 141 B 135 HEX 778D87

PANTONE NUETRAL BLACK U C 63 M 59 Y 60 K 41 R 77 G 72 B 69 HEX

PANTONE 4635 U C 14 M 62 Y 53 K 38 R 148 G 112 B 93 HEX 94705D

PANTONE 7527 U C 12 M 12 Y 14 K 0 R 221 G 215 B 209 HEX DDD7D1

PANTONE 622 U C 30 M 11 Y 25 K 0 R 180 G 203 B 192 HEX B4CBC0

CORE COLOR PALETTE

SECONDARY COLOR PALETTE

NEUTRAL COLOR PALETTE

Yarn Stories identity system should be reproduced using the core color palette. In contexts where the use of core colors is not an option, or when core colors conflict with the application, the identity system may be reproduced in black or white.

When finding an appropriate secondary color, first reference the chosen secondary colors that are complimentary to the core colors. The secondary color palette anticipates the need for a fuller range of colors that works in conjunction with the core colors of the Yarn Stories identity system. The secondary color palette may also be used for contexts where there is demand for a coordinated spectrum of related colors (e.g. website, print collaterals).

The neutral palette acts as a foundation that works with both core and secondary palettes. Ample use of white as a canvas with monochromatic blacks and grays for elements such as type and paragraph rules will give the primary and secondary palette vibrancy and prominence.

Not all color combinations will work together, so this palette should be considered as an indication of the palette, but not an endorsement of all potential combinations possible within it. Please use this sampled color at your discretion.

NOTE: Pantone (PMS), CMYK, RGB and Hex values are provided and should be used in the appropriate context. Pantone and CMYK should be used for print collaterals; RGB and Hex values should be used online. Pantone colors are typically used for one-color print jobs, however the CMYK color values will be used for the majority of your print collaterals. YARN STORIES IDENTITY MANUAL

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INTEGRITY OF THE IDENTITY DESIGN Yarn Stories identity is the official mark of the organization and should be rendered with utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated. This page shows typical mistakes to be avoided. • Do not change the typeset • Do not change placement / spacing / scaling • Do not apply any filters or drop shadows • Do not outline • Do not create alternate lockups • Do not stretch • Do not apply stroke • Do not change the lock-up combos

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YARN STORIES IDENTITY MANUAL

DO NOT CHANGE THE TYPESET

DO NOT APPLY ANY FILTERS OR DROP SHADOWS

DO NOT CHANGE PLACEMENT / SPACING / SCALING

DO NOT OUTLINE

DO NOT STRETCH

DO NOT CREATE ALTERNATE LOCK-UPS

DO NOT APPLY STROKE

DO NOT CHANGE THE LOCK-UP COMBOS


IDENTITY FILES INDEX Included on pages 14 - 16 are the following versions of Yarn Stories identity files: • Yarn Stories Preferred Lock-up • Yarn Stories Alternate Lock-up #1 • Yarn Stories Alternate Lock-up #2 • Yarn Stories Circle Orientation • Yarn Stories Logomark • Yarn Stories Signature Each of these versions is provided in a color and a black & white option. All the files are provided in the following formats: PDF, PNG and JPG. Notes for file format usage: • PDF and EPS files are intended for use with print. They are a scalable vector format, which doesn’t lose quality when printed in large or small sizes.

YS_preferred_lockup_color.jpeg YS_preferred_lockup_color.png YS_preferred_lockup_color.pdf

• PNG is intended for your website. It is a transparent graphic, which means that it’s not attached to any background color or flattened. • JPG is also intended mostly for online use, but they have been saved at the highest quality, providing you flexibility in its use. JPG is a flattened graphic and contains a white background. Depending on your use, you may need to scale the JPG or PNG formats down to the size you need and optimize them for your specific use.

YS_preferred_lockup_BW.jpeg YS_preferred_lockup_BW.png YS_preferred_lockup_BW.pdf

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YS_alternate_lockup_#1_color.jpeg YS_alternate_lockup_#1_color.png YS_alternate_lockup_#1_color.pdf

YS_alternate_lockup_#2_color.jpeg YS_alternate_lockup_#2_color.png YS_alternate_lockup_#2_color.pdf

YS_circle_orientation_color.jpeg YS_circle_orientation_color.png YS_circle_orientation_color.pdf

YS_alternate_lockup_#1_BW.jpeg YS_alternate_lockup_#1_BW.png YS_alternate_lockup_#1_BW.pdf

YS_alternate_lockup_#2_BW.jpeg YS_alternate_lockup_#2_BW.png YS_alternate_lockup_#2_BW.pdf

YS_circle_orientation_BW.jpeg YS_circle_orientation_BW.png YS_circle_orientation_BW.pdf

YARN STORIES IDENTITY MANUAL


YS_logomark_color.jpeg YS_logomark_color.png YS_logomark_color.pdf

YS_preferred_signature_color.jpeg YS_preferred_signature_color.png YS_preferred_signature_color.pdf

YS_alternate_signature_#1_color.jpeg YS_alternate_signature_#1_color.png YS_alternate_signature_#1_color.pdf

YS_logomark_BW.jpeg YS_logomark_BW.png YS_logomark_BW.pdf

YS_preferred_signature_color.jpeg YS_preferred_signature_color.png YS_preferred_signature_color.pdf

YS_alternate_signature_#1_BW.jpeg YS_alternate_signature_#1_BW.png YS_alternate_signature_#1_BW.pdf

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YARN STORIES IDENTITY MANUAL

Yarn Stories Identity Manual  

Yarn Stories is a local yarn shop in the heart of downtown Muncie, Indiana. Almost two years old, Yarn Stories was developed because there w...

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