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BRAND IDENTITY GUIDE

31 Morgan Arcade Cardiff CF101AF

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02920224905 spillersrecords.com


CONTENTS

- WHO ARE WE? (I-II) - BRAND STRATEGY (I-IV) - BRAND POSITIONING - TYPOGRAPHY - INCORRECT TREATMENTS - COLOUR SCHEMES - PHOTOGRAPHY - ARTWORK - VISUALIZATIONS (I-II) - CONTACT DETAILS 3

31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


WHO ARE WE?

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pillers was founded in 1894 by Henry Spiller at its original location was in the Queen’s Arcade, Cardiff, where the shop specialised in the sale of phonographs, wax phonograph cylinders and shellac phonograph discs. In the early 1920s, Henry’s son Edward took over the running of the business and, with the aid of the popular accordionist and band leader, Joe Gregory, sold musical instruments alongside the pre-recorded music. In the late 1940s, Henry moved the shop around the corner to a larger premises on The Hayes, where it has happily remained and thrived ever since. Over the years Spillers has seen and supplied many varied types of pre-recorded music.

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


WHO ARE WE? II

Today however, we pride ourselves on our diversely large selection of music on both compact dics and good old vinyl at very competetive prices. We provide excellent customer service, delivered through an extensive knowledge of music. Despite pushing vinyl as our sale focus, we strive to diversify within the dynamic industry of music retail. Other products include: CD’s, posters, band signings and self merchandising. It is our belief that vinyl records are the best medium around, both in terms of sound quality and beauty. Because of this, we want our brand to reflect these aspects, as we aim to revitalise vinyls as quality, luxury items. As the oldest record shop in the world, it is our mission to set the standard. 5

31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


BRAND STRATEGY

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ur aim as a brand is simple: to keep vinyl alive. We ultimately try and achieve this through creative marketing and intelligent imagery. Our logo and brand identity is intended to reflect the duality of vinyls, and the dynamic abstract nature of music.

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


BRAND STRATEGY II

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he logo itself is an ambigram, designed to read ‘SPILLERS‘ right side up, and read ‘RECORDS’ when turned 180 degrees. This reflects the dual nature of vinyl records, and demonstrates how things become different based on our perception of them. We believe that it’s important to look at life in different ways, and to hopefully persuade people to take one step forward, and three or four steps back. As well as this, the vinyl’s keepsake appeal is factored into all branding applications, as well as any artwork or photography. Any material produced should also reflect the luxurious quality of vinyl records, and in extension, the brand.

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


BRAND STRATEGY III

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pillers has certain keywords that are associated with it as a brand. These are qualities that all brand applications should adhere to. All of the below are geared around delivering a consistent image of how we want to impact the world.

Heritage Relaxation L u x u r y Q u a l i t y Duality M o d e r n M u s i c Experience

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


BRAND STRATEGY IV

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he record icon within the logo is an integral part of the identity, and should not be waylaid or forgotten about. The contrast of its curves to the ambigram’s sharp strokes is a balanced partnership that prevents the logo from being percieved as too serious, but also reflects the nature of what we are selling. The diagonal separation of the record is intended to continually reflect duality, but also forms a subtle ‘S’. Additionally, the record’s halves are shaded differently in order to keep a slightly more diverse range of colour palettes, whatever the hue. This icon is the most flexible within the identity, and it is encouraged to be used creatively.

T

he ‘EST. 1894’ tag is also flexible in terms of placement and usage, but it is integral that it appears with the main brand whenever the whole logo identity is needed. 9

31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


BRAND POSITIONING

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he positioning of the Spillers logo is integral to maintaining a professional approach to any brand material. It’s important to give enough room for the logo to ‘breathe’ and stand alone as a separate piece of artwork. The squares (orange) relate to the width of the record icon. These squares are to be placed at the edge of the ambigram ‘S’s. The distance (green) between the square border and the ‘EST. 1894’ is also applied to the record icon to create a perfectly spaced border. The spacing in the logo itself (blue) is taken from a square that is double the width of the diamond serif in the ambigram. 10

31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


TYPOGRAPHY

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he typeface Cholla Sans contains the fonts that we feel compliment our brand the most. It’s modern, yet moderately informal, and can be applied to almost anything. The variations available are below. CHOLLA SANS THIN ABCEFGHIJKLMNOPQRSTUVWXYZ abcefghijklmnopqrstuvwxyz1234567890 CHOLLA SANS REGULAR ABCEFGHIJKLMNOPQRSTUVWXYZ abcefghijklmnopqrstuvwxyz1234567890 CHOLLA SANS ITALIC ABCEFGHIJKLMNOPQRSTUVWXYZ abcefghijklmnopqrstuvwxyz1234567890 CHOLLA SANS BOLD ABCEFGHIJKLMNOPQRSTUVWXYZ abcefghijklmnopqrstuvwxyz1234567890 11

31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


INCORRECT TREATMENTS

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


COLOUR SCHEMES

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ur colour scheme is very dynamic, as the record icon and ‘EST’ mark can be applied with virtually any colour. The top half of the icon must be of a lighter hue than the lower half, and the ‘EST’ mark must match the top half in hue. The ambigram must always be in black or white, and when applied on block colour, the entire logo must be either full black or full white. Ideally, always try to find a solution where the logo is above black or white. For official documents, the default branding is to use dual greys. (right)

#DEDDDD

#AEADAE

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


PHOTOGRAPHY

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hotographic images play an important part in helping to convey our message to people that may not have heard of us. As such, it is imperative that we maintain a constant mood throughout our work. The main themes within our photography are: luxury, discovery, keepsake, music, & duality. We always try and capture a slightly different side to some objects, and use of minimalistic techniques is encouraged. All photography must be black and white, though colour bursts are allowed.

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


ARTWORK

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hen photography is not enough, we use artwork in a more practical approach, designed to leave more of a lasting impact. Stylistically, there are a few limitations, in that any work must be bold, intelligent, visually appealing, and reflective of Spillers’ values. In terms of colour, black and white MUST appear somewhere on the final outcome, as this will not show continuity otherwise.

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


VISUALIZATIONS

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


VISUALIZATIONS II

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com


CONTACT DETAILS

SPILLERS RECORDS 31 MORGAN ARCADE CARDIFF CF101AF 02920224905 SPILLERSRECORDS.COM

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31 Morgan Arcade Cardiff CF101AF

02920224905 spillersrecords.com



Spillers Brand Guidelines