STAY AWESOME After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
DARK MELANCHOLY MINIMAL MOODBOARD The inspiration for Thousand Below is dark and moody with a melancholy ambience. It’s clean and minimal with subtle touches of gritty rawness to reflect the heavy quality of the music.
While the band’s lyrical themes deal with depression and heartbreak, there is an overall message of hope and healing. So the tone of the brand should facilitate a sense of openness, empathy, and positive reflection.
MINIMUM SIZE The smallest the logo should be represented is .5â€? high.
PRIMARY LOGO Thousand Below’s primary logo is a minimal wordmark and symbol. The subtle grit gives it a raw and personal vibe. The wide kerning creates a sense of vast openness, making it feel inviting and contemplative. The symbol is a monogram of the roman numeral M, for “Thousand”, and a sideways B, for “Below”. It can eventually become recognizable on its own, and be easily doodled by fans. It is abstract enough that listeners can apply their own meaning to it. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Barre & Soul’s storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
Thousand Below’s secondary badges can be used in replace of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use A as the header if the primary logo is used
for the avatar – it looks repetitive and isn’t a good
C) solid circle
use of the brand elements.
The symbol can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, C could be used as the profile pic on Instagram since the username will be adjacent to it in plain text.
E) abreviated F) TB badge
COLOR USAGE The color usage for Thousand Below is very minimal. The logo will mostly be used in black or white (A, B, D), but can also be used as a solid brand color (C).
CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
The minimum clear space is defined as the width of the dash (for the primary logo) height of the symbol (for the horizontal lockup). This minimum space should be maintained as the logo is proportionally resized.
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type arenâ€™t obstructed by the image.
In most cases, you can use either a solid white or solid black logo on top of a background image.
TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t place elements in the logo clear space.
UNACCEPTABLE USAGE D. Don’t resize any part. A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall
E. Don’t rearrange parts or
look of the logo by rotating, skewing, or distorting
create compositions that
in any way – that includes adding unnecessary and
are not already provided.
unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.
F. Don’t remove parts. G. Don’t use off-brand colors. Reference the Color Usage section. H. Don’t add dropshadows or other text styles. I. Don’t contain the logo in a box when used on a background.
CMYK: 68, 61, 58, 45 RGB: 65, 65, 67 Hex: #414143
COLOR PALETTE Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a
CMYK: 80, 64, 50, 37 RGB: 54, 68, 81 Hex: #354451
psychological purpose by communicating a certain feeling to your audience.
CMYK: 2, 1, 1, 0 The blue and grey color palette communicates the
RGB: 247, 247, 247
dark, moody, melancholic vibe of the brand.
CMYK: 20, 12, 11, 0 RGB: 201, 208, 214 Hex: #c9d0d6
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (corinne@stuckwithpins. com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRANDING & DESIGN