STYLE GUIDE
TABLE OF CONTENTS 03 INTRODUCTION 04
EVENT AND BRAND OVERVIEW
05
LOOK, TONE AND FEEL
06
BADGE AND LOGO LOCKUP USAGE
07
INCORRECT BADGE USAGE
08
SPECIAL BADGE TREATMENTS
09
CLEAR SPACE AND MINIMUM SIZE
10
USAGE OF COMMON DESIGN ELEMENTS
11
USAGE OF SECONDARY DESIGN ELEMENTS
12
HOW TO USE DESIGN ELEMENTS
13 TYPOGRAPHY 14 COLOR 15
PAPER AND PRINTING
16
SPECIAL PHOTO TREATMENTS
17
VIDEO/GIF GUIDELINES
Amway Achievers
INTRODUCTION ACHIEVERS 2018 THEME
CLIMB THE CHARTS This invitation-only, family-focused event is an opportunity for IBOs to take their business to the next level, while being recognized and rewarded for the talent and drive that has gotten them to Nashville. Achievers 2018 celebrates the IBOs’ accomplishments with the Amway community and their families, while giving them even more tools and skills to build their businesses. Many are on the rise in their journeys as leaders. Achievers is a place where IBOs can
EVENT BADGE/LOGO
connect with other leaders, building a sense of community while also increasing skills and knowledge by sharing across achievement levels. By coming together to “Climb the Charts” in the inspiring city of Nashville, IBOs become part of each other’s success story. BADGE THEME This brand identity of Achievers 2018 is expressed primarily by the event badge, which is inspired by the tradition of Hatch Show Print. Authentically Nashville, the Hatch Show Print style utilizes the craft of letterpress printing. Letterpress printing, most simply described, is pressing paper onto wood and metal letters and hand-carved images, with ink in between. This results in unique subtleties of texture and color that say “Nashville”. The Achievers 2018 badge is a bold statement piece composed of four key elements. The Amway™ logo appears first, allowing visual dominance for the brand. “CLIMB THE CHARTS” and “NASHVILLE 2018” act to counterbalance the event title, “ACHIEVERS”. Strategic spacing in “NASHVILLE” allows for the message to be replaced with different “-villes”, illustrating the incredible diversity of Nashville.
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EVENT AND BRAND OVERVIEW Amway Achievers is an annual, invitation-only Amway North America business conference and trip recognizing leadership achievements for Amway Independent Business Owners (IBOs). The 2018 event will be held in the uniquely American city of Nashville.
EVENT BRANDING The Achievers 2018 theme sets the tone for all content and materials for the event. The theme tag line (“CLIMB THE CHARTS”) and badge are designed to symbolize the nature of this event; rewarding, inspiring, educational, fun and
IBOs who qualify to attend will be rewarded with a unique experience in
family-friendly. “Climb the Charts” ties the talent and ambition of the IBOs to
Nashville, with the opportunity to qualify to bring their families* to share
Nashville’s reputation as a place where stars are made and dreams come true.
the fun and celebrate their success. IBOs will also be recognized by their Amway peers, and learn how to take their business to the next level.
EVENT OBJECTIVE The event is designed to recognize and reward the hard work and achievements of the IBOS, while offering the opportunity to sharpen their skills, be inspired to even greater success and help others do the same. Participants will have the opportunity to enjoy Amway-only events designed to delight and entertain the whole family, and to participate in Amway™ Education about key business programs, products and resources to help them grow their business.
*Qualified IBOs can bring up to two children or grandchildren, ages 12 and under.
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LOOK, TONE AND FEEL Program pieces should reflect the spirit of Nashville and Achievers 2018: fun, family-friendly, aspirational, and full of creativity and style. Pieces should focus on how this event rewards IBOs, and set the mood for this unique and entertaining event.
COPY TONE Tone of both the body copy and the headlines should echo the sentiment of the event messaging: bold, ambitious, appreciative and celebratory.
You’ll find specific details on color, font style and usage, badges, graphics, and images for 2018 Achievers in the following pages.
EVENT MESSAGING The Achievers 2018 theme sets the tone for all content and materials for the event. The theme tag line (“CLIMB THE CHARTS”) and badge are designed to symbolize the nature of this event; rewarding, inspiring, educational, fun and family-friendly. “Climb the Charts” ties the talent and ambition of the IBOs to Nashville’s reputation as a place where stars are made and dreams come true. This event offers the opportunity for IBOs to take their business to the next level, while celebrating their accomplishments in a family-friendly destination.
IBOs must be in compliance at all times with the Amway IBO Compensation Plan and the IBO Rules of Conduct to keep their invitation to Achievers Nashville 2018 .
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BADGE AND LOGO LOCKUP USAGE COLOR BADGE
BADGE IN WHITE
LIGHT BACKGROUND
DARK BACKGROUND
The badge for the Achievers 2018 Nashville is utilized mostly in color. The full color badge should be used (in most cases) on a white background. When badge is placed over a background color, the badge needs to contrast it. When placing image on dark background, use white badge. Amway Achievers horizontal logo lockup is used when the badge is too small to be legible.
NASHVILLE 2018
ONE-COLOR LOGO LOCKUP
NASHVILLE 2018
BADGE IN BLACK (FOR EMBROIDERY ONLY)
Amway Achievers
REVERSED LOGO LOCKUP
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INCORRECT BADGE USAGE DON’T: 1. Change orientation of the badge. 2. Add any extra effects such as bevel, faux embossing,
1
2
or drop shadows. 3. Change the badge colors. 4. Scale the badge disproportionately. 5. Change the relationship of the Amway logo to the badge. 6. Remove the Amway™ logo.
Amway Achievers
3
4
5
6
Nashville 2018 | 7
SPECIAL BADGE TREATMENTS When badge is placed over a photograph the badge needs to contrast the background. Do: • When placing badge on a dark photograph, use badge in white • If color badge is to be used, make sure the photograph is light in contrast
DO
DO
DON’T
DON’T
Don’t: • Place color badge on dark image • Place badge under additional distressed effects or filters • Place badge over main subject in photograph, this will greatly reduce legibility
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CLEAR SPACE AND MINIMUM SIZE When using the badge, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is determined by the height of the VILLE element as shown with the “x.” The height of the badge should not be less than 1″ in any application, shown here in actual size. (A minimum height of 96 px.) Do not change the Achievers 2018 badge in any way. If badge is less than 1″, use logo lockup instead of badge.
1" HEIGHT (MINIMUM SIZE)
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USAGE OF COMMON DESIGN ELEMENTS Depending on application, sometimes it will be desirable to deconstruct the badge and use various additional elements. Acceptable usage includes: • Use elements in a way that is authentic to the Hatch Show Print style • Use elements to frame titles • Use element to accent other graphics • When layering elements, drop opacity of Cyan element to 50% and set transparency of all overlapping elements to Multiply
DON’T: • Change orientation of the elements • Add any extra effects such as bevel, faux embossing, or drop shadows • Add extra distressing • Alter the colors
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USAGE OF SECONDARY DESIGN ELEMENTS These secondary design elements will be used as a ‘filler’, background, and as accents on signage, such as the easel signs. Secondary design element will feature prominent Nashville illustrations, as well as pieces related directly to activities. To create additional secondary design elements, follow below: 1.
Open image in Photoshop
2.
Image > Adjustments > Black & White
3.
Isolate desired element using Erase/Selection tool
4.
Delete all white (Selection > Color Range > Click in the
GENERAL GRAPHICS
white area of the image > Set fuzziness to 90 > Click OK > Hit DELETE 5.
To change color of object, double-click layer > Check ‘Color Overlay’ > Choose desired color > Hit OK
6.
To vectorize the image, save as .PNG with transparent background
7.
Open .PNG in Illustrator
8.
Select image > Object > Image Trace > Make and Expand
9.
Ungroup and delete all White
Amway Achievers
ACTIVITY-SPECIFIC GRAPHICS
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HOW TO USE DESIGN ELEMENTS Use elements* in a way that is authentic to the Hatch Show Print style: • When layering elements, drop opacity of Cyan element to 50% and set transparency of all overlapping elements to Multiply • Be cognizant of spacing between text and ornamental elements • Create visual hierarchy • Red and Blue are primary design colors
PRE-EVENT POSTER
PRE-EVENT POSTER
• Background should remain free of color • Apply distressed texture over top of all elements
*All approved tactics will be compiled in a document, updated on an ongoing basis as we release files, and then shared on Kim Burns’ transfer folder.
EASEL SIGN
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TYPOGRAPHY The font choices are a key element in the Nashville tradition of the Hatch Show Print.
BRANDON GROTESQUE This font is used in all caps except when used in directional signage, such as easel signs. The kerning is set to 40.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ
HEADLINES AND SUBHEADS
BRANDON GROTESQUE BLACK BODY COPY:
FRANKLIN GOTHIC
Franklin Gothic Std Book Franklin Gothic Std Book Italic Franklin Gothic Std Medium Franklin Gothic Std Medium Italic
This font is only used in sentence case. The kerning is set to 50.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ
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COLOR Hatch Show Prints are traditionally comprised of three colors. These colors are vibrant, have the advantage of being easy to read from far away, and are strongly identified with Nashville. The primary colors are Red and Blue. The Red should
PRIMARY RED CMYK 6, 97, 97, 0 RGB 225, 43, 42 HEX #E0282A
PRIMARY BLUE CMYK 100, 98, 25, 12 RGB 40, 42, 112 HEX #282A70
SECONDARY CYAN CMYK 69, 16, 6, 0 RGB 57, 196, 213 HEX #3BA9D6
generally be used for primary messaging while the Blue should be used for secondary messaging. One exception, the Blue should be used for the primary messaging only on Signage, such as easel signs, for
80% BLACK
60% BLACK
better legibility.
CMYK 0, 0, 0, 80 RGB 51, 51, 51 HEX #333333
CMYK 0, 0, 0, 60 RGB 102, 102, 102 HEX #666666
The Cyan acts as a secondary color in graphic elements and may be used for typography. No gradients may be used, as it diverges from the authenticity of the Hatch Show Print. Transparency may be used in situations where graphics are layered. The Cyan should be set to 50% opacity and all objects should have their transparency set to Multiply. No transparency may be used on Body copy, in print or digital.
Amway Achievers
CYAN = 50% OPACITY ALL = MULTIPLY (TRANSPARENCY)
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PAPER AND PRINTING The design doesn’t stop when a file is released . Presentation of the work in its finished form depends on the paper stock and various printing methods . Opus Web Matte Text 100 LB is recommended for text pages.
COVER (PHOTO)
TEXT PAGES
Opus Web Satin Cover 100 LB
Opus Web Matte Text 100 LB
For covers featuring photographics, Opus Web Satin Cover 100 LB is recommended. For non-photo covers, Opus Web Matte Cover 100 LB is recommended. For premium print pieces and envelopes, using Opus XD Digital Satin Cover 100 LB would be best suited for photographics, and Matte is best suited for non-photos.
Amway Achievers
PREMIUM PRINT PIECE (PHOTO)
PREMIUM PRINT PIECE (NON PHOTO)
Opus XD Digital Satin Cover 100 LB
Opus XD Digital Matte Cover 100 LB
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SPECIAL PHOTO TREATMENTS
APPROVED PHOTOS:
The photography will be vibrant, saturated and highly stylized through the use of photo filters, distressed effects and mixed media techniques. Photography should be carefully selected based on ties to Nashville and activities.
Key elements to look for: • Nashville landmarks/places of cultural interest • Subjects related to music (guitars, country music, performer, stage) • Vibrant, saturated subject matter (primary colors)
Photographs may be manipulated and masked in order to apply stylized backgrounds.
Distressed photo template with photo filter available upon request.
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VIDEO/GIF GUIDELINES Design Elements • Any elements on pages 10–11 may be used • Additional elements may be used as long as they are authentic to the Hatch Show Print aesthetic
HEADER AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz0123456789ÀÁÃÈÉÌÍÑÒÓÕÙÚÝ
Colors • Overlays limited to colors specified on page 13, opacity at 75% minimum • White (#ffffff) may also be used
Badge and Logo Lockup Usage
climb the charts
climb the charts
musicVILLE
familyVILLE
• Follow usage guidelines specified on pages 6–9 2018
Typography • Headlines in Brandon Grotesque Regular in all caps
climb the charts
climb the charts
funVILLE
winterVILLE
2018
• No underline or italics may be used • Subheads and body text will be Franklin Gothic
2018
2018
GIF • Only the copy pertaining to the “ville” (e.g., Nashville, Musicville, Familyville, etc.) may be used in a GIF format • Recommended uses include: emails, landing pages, social media posts on Facebook ®/Twitter ®/Instagram ®
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