GR604 HUSTLER Visual Standards [student project]

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VISUAL STANDARDS GUIDE



VISUAL STANDARDS GUIDE


student project statement The HUSTLER Visual Standards Guide and accompanying volumes (Visual Strategy Guide, Visual Development Guide and Brand Extensions) were assembled as part of a student project for educational purposes only. The official HUSTLER brand can be accessed at hustlermagazine.com.




CONTENTS 1 // HUSTLER Brand history original logo mission

7 11 13

2 // HUSTLER Logo new logo variations logo anatomy clear space sizing chart incorrect use

3 // Identity System color typography graphic use stationery

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19 21 25 27 29 31

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AUDIENCE

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HUSTLER VISUAL STANDARDS GUIDE

1 HUSTLER BRAND

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“HUSTLER is fiercely committed to this concept of freedom. I adamantly refuse to 4


compromise principles necessary to achieve this goal.” HUSTLER VISUAL STANDARDS GUIDE

–LARRY FLYNT

FOUNDER & FORMER EDITOR OF HUSTLER

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HUSTLER VISUAL STANDARDS GUIDE

Brand Introduction HARDCORE SINCE ’74

HUSTLER was purposefully edgy and explicit. Aside from pornography, satirical content, political cartoons and scathing publisher’s statements pointing to government leaders, HUSTLER was an icon for freedom of speech. Its founder Larry Flynt, and therefore the entire publication, was known as a staunch advocate for the First Amendment. In the early days of publication, Flynt's creative decisions were supported by his wife Althea Leasure, who led ideas for layouts and films. Today, HUSTLER is run by Liz Flynt, the late Larry Flynt’s wife.

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BRAND INTRO

HUSTLER Brand Timeline

1972–1974

Hustler Newsletter advertises Flynt’s Ohio go-go bars. It soon expands to a full magazine.

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1977

The "R" is finalized.

1998

HUSTLER HOLLYWOOD opens in West Hollywood.


HUSTLER VISUAL STANDARDS GUIDE

2000

HUSTLER CASINO opens.

2021

Flynt dies of cardiac failure in Los Angeles, CA. His wife and publishing partner Liz Flynt assumes head position at Larry Flynt Publications.

TODAY

After Larry Flynt’s death, HUSTLER rebrands to pivot from pleasure and entertainment and return to overt advocates of free expression without prosecution for all.

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BRAND INTRO

Original Logo The logotype from the magazine masthead also features in Larry Flynt's HUSTLER clubs and casinos. Sans serif supporting type ranges.

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HUSTLER VISUAL STANDARDS GUIDE

Magazine masthead & logotype

HUSTLER Casino lockup example

Lockup for retail store in Hollywood

Larry Flynt's HUSTLER Club lockup example

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HUSTLER VISUAL STANDARDS GUIDE

HUSTLER Mission

We stabilize you with a platform to exercise your freedom of expression and create a life run by your own rules.

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AUDIENCE

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HUSTLER VISUAL STANDARDS GUIDE

2 HUSTLER LOGO

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“Freedom of expression is absolute.

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HUSTLER VISUAL STANDARDS GUIDE

It cannot be compromised.”

–LARRY FLYNT

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HUSTLER LOGO

New Logo The HUSTLER brand returns to its roots in free, bold speech with the logo redesign. With inspiration from profane speech, exclamations, and sharing information, the logo's geometric roots create a sense of symmetry and stopping power.

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HUSTLER VISUAL STANDARDS GUIDE

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HUSTLER LOGO

Black and White Logo The color logo is always preferred, but there are times when we will need to use the black or reversed signature in one-color printing. On dark backgrounds, use reversed signature. When there is adequate contrast and // or light backgrounds, use black signature.

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HUSTLER VISUAL STANDARDS GUIDE

Signature in black

Signature reversed

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HUSTLER LOGO

Black and White Logo Use Use the black signature on tints at 40% and below. Use the reversed signature with tints above 50%.

0%

50%

Signature in black

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HUSTLER VISUAL STANDARDS GUIDE

100%

Signature reversed

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HUSTLER LOGO

Logo Variations To best represent HUSTLER in a variety of logo settings, there are three logo variations. Always consider the best possible clear space and sizing contrast when choosing the logo.

Signature

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HUSTLER VISUAL STANDARDS GUIDE

Symbol only

Logotype only

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HUSTLER LOGO

Logo Anatomy The HUSTLER logo was constructed with the exclamation point as a guide for spacing between the icon and logotype, and also spacing between each letterform. Letterform stroke width also equals the width of the point.

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HUSTLER VISUAL STANDARDS GUIDE

x

x x 5x

x

x

x 4x

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HUSTLER LOGO

Clear Space The area around the signature must remain clear. Do not place copy or graphics in this area. The clear space is measured by the width of the exclamation mark in the logotype (x).

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HUSTLER VISUAL STANDARDS GUIDE

4x

x

4x

4x

4x

4x

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HUSTLER LOGO

Logo Alt Sizes The logo must be presented in the signature and wordmark uses at these designated sizes only.

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HUSTLER VISUAL STANDARDS GUIDE

symbol

logotype

signature

1 inch width +

3/4 inch wide

1/2 inch wide

1/4 inch wide

Do not set the logo below 1/4 inch in width

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HUSTLER LOGO

Incorrect Logo Use The HUSTLER logo was created to best represent the brand and its core values. Disregarding correct use violates the spirit of the logo and the HUSTLER brand.

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HUSTLER VISUAL STANDARDS GUIDE

Do not distort the logo.

Do not set logo on busy images.

HUSTLER Do not alter the color of the logo.

Do not change the space between the wordmark and icon.

Do not portray the wordmark in different typefaces.

Do not rotate the logo. 33


OUR HISTORY

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HUSTLER VISUAL STANDARDS GUIDE

3 VISUAL IDENTITY SYSTEM

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“Anyone can be a playboy and have a penthouse,

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HUSTLER VISUAL STANDARDS GUIDE

but it takes a [brand] to be Hustler.” –LARRY FLYNT HUSTLER, JULY 1974

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IDENTITY SYSTEM

Colors The HUSTLER colors are high contrast, vibrant and bold. Together, they create vital recognition of the HUSTLER brand. Use HUSTLER colors together to create thoughtful communications.

hustler shocking pink

PMS Process Magenta C

PMS Process Magenta U

RGB: 235, 0, 140

HEX:ec008c

CMYK: 0, 100, 0, 0

hustler yells yellow PMS Yellow C

PMS Yellow U

RGB: 255, 240, 20

HEX:fff200

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CMYK: 0, 10, 100, 0


HUSTLER VISUAL STANDARDS GUIDE

hustler bold black PMS Black C

PMS Black U

RGB: 0, 0, 0

HEX: 000000

hustler tells teal

[accent

CMYK: 0, 0, 0, 100

color]

PMS Process Cyan C

PMS Process Cyan U

RGB: 45, 170, 225

HEX: 00aeef

CMYK: 100, 0, 0, 0

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IDENTITY SYSTEM

Color Tints The HUSTLER colors allow for a wide range of design possibilities. However, more options are possible for infographics and data heavy visual information with tints. Do not use tints below 25% of the original color.

hustler shocking pink tints

75%

50%

25%

hustler yells yellow tints

75%

40

50%

25%


HUSTLER VISUAL STANDARDS GUIDE

hustler black tints

75%

50%

25%

50%

25%

hustler tells teal

75%

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IDENTITY SYSTEM

Typography PRIMARY HEADER: MAXULAR Maxular was designed by Steven Skaggs of the foundry Delve Fonts. Maxular's large x-height makes the font seem larger. Spacing between letters, words and line is also set more open to create distinction between each letterform.

Maxular Light

Maxular Italic

ABCDEFGHIJKLMNOP QRSTUVWXYZ

ABCDEFGHIJKLMNOP QRSTUVWXYZ

abcdefghijklmnop qrstuvwxyz

abcdefghijklmnop qrstuvwxyz

Maxular Regular

Maxular Bold

ABCDEFGHIJKLMNOP QRSTUVWXYZ

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

abcdefghijklmnopq rstuvwxyz

a b c d e f g h i j k l m n o p q r s t u v w x y z

Information adapted from Delve Fonts.

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HUSTLER VISUAL STANDARDS GUIDE

PRIMARY BODY TEXT & CAPTIONS: TARZANA WIDE

Tarzana was designed by Zuzana Licko for Emigre foundry. The family was designed to remain familiar yet interesting through eclectic forms. Significant letterforms include the lowercase “k,” capital “Y” and capital “E.”

Tarzana Wide OT Regular

Tarzana Wide OT Italic

ABCDEFGHIJKLMNOP QRSTUVWXYZ

ABCDEFGHIJKLMNOP QRSTUVWXYZ

abcdefghijklmnop qrstuvwxyz

abcdefghijklmnop qrstuvwxyz

Information adapted from Adobe Fonts.

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IDENTITY SYSTEM

Branded Graphics HUSTLER communications and deliverables can be accented with branded graphics that evolved from the logo.

hustler free to be graphic sets

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HUSTLER VISUAL STANDARDS GUIDE

PRINT LAYOUT EXAMPLES

Headline Example: HUSTLER Rebrands, Explores what Free Speech Really Means through graphic design solutions

UI LAYOUT & TREATMENT EXAMPLES BY YOUR OWN RULES

ENJOY

EXPRESS

LEARN

WEBPAGE HEADLINE EXAMPLE Here is an example paragraph set in a suggested column width. We can discuss brand possibilities alongside images that speak to HUSTLER's mission to protect free speech and create a life run by your own rules.

mission to protect free speech and create a life run by your own rules.

Link hover

BY YOUR OWN RULES

ENJOY

EXPRESS

LEARN

Clicked Button

Here's a headline to use as a layout example for the Standards Guide.

Graphics can take center focus (top) or act as attention-grabbing accents to type with line. Accent image with graphic placement.

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IDENTITY SYSTEM

Stationery

Business card front

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Business card back


HUSTLER VISUAL STANDARDS GUIDE

Letterhead

Envelope front 47


Stationery Mockups

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HUSTLER VISUAL STANDARDS GUIDE

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HUSTLER VISUAL STANDARDS GUIDE

Upcoming Developments brand extensions TO FURTHER FREEDOM

HUSTLER's rebrand developed opportunities to envision an ideal future for the HUSTLER mission to protect free expression and access to information. These extensions are available in the rebranding website and extensions guide, the final piece of the HUSTLER rebrand project.

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Sources & References

photography FBI file copy, Exhibit C timeline 1972 HUSTLER Facebook 1975

HUSTLER August 1975 cover

1978

First Amendment Encyclopedia:“Larry Flynt” by Caryn E. Neumann

1996

Sidney Baldwin // Columbia Pictures

2017

Washington Post: “Have dirt that could impeach Trump? Larry Flynt will pay you $10 million.” by Amy B. Wang, October 17, 2017

remaining images Unsplash, Pexels typeface info Adobe Fonts, Delve Fonts

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HUSTLER VISUAL STANDARDS GUIDE

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colophon Headline Typeface: Maxular Light Body & Captions Typeface: Tarzana Wide OT Regular



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