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
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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%
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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
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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