Flipside: A Pop Up Shop

FLIPSIDE IDENTITY

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University of Houston Graphic Design Pop Up Shop Brand Standard 1

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FLIPSIDE IDENTITY

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Brand Standard

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TABLE OF CONTENTS

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01

Mission

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Logo

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Who we are, what we do, and why we do it

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The main identity of our branding

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Typography

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Our choice of typefaces, weights and how to use them

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Color Palette

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HEX, RGB, CMYK & everything in-between

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Graphic Application

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Other graphic elements used within our branding

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Environmental

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The pop up shop space and other environmental elements

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Product T-shirts, totebags, and other Flipside products

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01

MISSION

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FLIPSIDE IDENTITY

Mission

Flipside is a Pop Up Shop created by the University of Houston Graphic Design program’s senior class of 2019.

The name comes from the design process itself and the constant pull and push each multifaceted designer experiences through it. This ranges from sketch to vector, print to web, process to product, structure to chaos and work to play. Our tagline ‘design with duality’ expresses the importances of flexibility in design and our resilience when it comes to flipping between these various sides.

This pop up shop’s aim is not only to put out practical, well-designed goods but also help fundraise for the Senior Class Exhibition* which takes place each May.

* Turn to page 35 for more information

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LOGO

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FLIPSIDE IDENTITY

Logo : Primary

FLIPSIDE LOGO The logo is the most visible element of our identity – a universal signature across all Flipside communications. It’s a guarantee of quality that unites our diverse arts programme.

PRIMARY

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PRIMARY BW LOGO

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FLIPSIDE IDENTITY

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PRIMARY BW LOGO WITH BACKGROUND

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FLIPSIDE CLEAR SPACE Whenever the official Flipside logo is used, 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 developed from the ‘I’ in the logo and is shown as the gray box.

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FLIPSIDE IDENTITY

Logo : Clear space

PRIMARY LOGO

SECONDARY STACKED LOGO

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TERTIARY ICON LOGO If chosen, Flipside can be represented by its iconic ‘smile’ as long as the primary logo or secondary logo is seen along with it. Examples using this logo icon can be seen in Flipside’s aprons, a vital part to the shop and the students working it.

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FLIPSIDE IDENTITY

Logo : Tertiary

TERTIARY BW LOGO

TERTIARY BW LOGO WITH BACKGROUND

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TYPOGRAPHY

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FLIPSIDE IDENTITY

Typography : Typefaces

FLIPSIDE TYPEFACES Flipside is composed of Termina, Cartograph Sans CF and JAF Lapture.

These typefaces are the foundation for all Flipside branding.

Clean, legible and spunky, they are available in a variety of weights to express both contemporary and classical qualities of our brand and a full range of creative expression.

TERMINA

CARTOGRAPH SANS CF

JAF LAPTURE

designed by Mattox Shuler

designed by Connary Fagen

designed by Albert Kapr & Tim Ahrens

Aa Bb Cc Dd Ee Ff

Aa Bb Cc Dd Ee Ff

Aa Bb Cc Dd Ee Ff

Gg Hh I i Jj Kk Ll Mm

Gg Hh Ii Jj Kk Ll Mm

Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss

Nn Oo Pp Qq Rr Ss

Nn Oo Pp Qq Rr Ss

Tt Uu Vv Ww Xx Yy Zz

Tt Uu Vv Ww Xx Yy Zz

Tt Uu Vv Ww Xx Yy Zz

0123456789

0 1 2 3 4 5 6 7 8 9

0123456789

The quick brown

The quick brown

The quick brown

fox jumps over the

fox jumps over the

fox jumps over the

lazy dog.

lazy dog.

lazy dog.

10 pt | 16 pt

10 pt | 16 pt

10 pt | 16 pt

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FLIPSIDE WEIGHTS Termina Heavy is commonly used for headers, Cartograph Sans CF Regular for body text, and JAF Lapture Regular for pull-out quotes. They are the most used weight for Flipside marketing materials across all art forms, supported and complemented by other weights if appropriate.

TERMINA

Catch ya on the Flipside

Extra Light

Catch ya on the Flipside

Light

Catch ya on the Flipside

Regular

Catch ya on the Flipside

Medium

Catch ya on the Flipside

Demi

Catch ya on the Flipside

Bold

Catch ya on the Flipside

Heavy

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FLIPSIDE IDENTITY

Typography : Typeface Weights

CARTOGRAPH SANS CF

JAF LAPTURE

Catch ya on the Flipside

Light

Catch ya on the Flipside

Light italic

Catch ya on the Flipside

Regular

Catch ya on the Flipside

Regular italic

Catch ya on the Flipside

Medium

Catch ya on the Flipside

Medium italic

Catch ya on the Flipside

Bold

Catch ya on the Flipside

Bold italic

Catch ya on the Flipside

Heavy

Catch ya on the Flipside

Heavy italic

Catch ya on the Flipside

Regular

Catch ya on the Flipside

Italic

Catch ya on the Flipside

Semibold

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COLOR PALETTE

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FLIPSIDE IDENTITY

Color Palette

FLIPSIDE COLOR The Flipside identity is defined by a strong, vibrant color palette.

They are based on function, format and purpose. They maintain a distinctive look and feel across all art forms.

YELLOW

BEIGE

BLACK

HEX: #F7CF41 CMYK: 4/17/86/0 RGB: 246/206/65 PMS: 129 C

HEX: #F0EBD4 CMYK: 5/4/18/0 RGB: 241/236/211 PMS: 7499 C

HEX: #070808 CMYK: 75/68/66/87 RGB: 7/8/8 PMS: 419C

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What we designers don’t a that to do it right, the crea There is a lot of back and design thinking against th

To move design forward, we need t thoughtful with the messy. We don’t thinking, we need thinking designe Mohawk Maker Quarterly #11: Process Design Thinking is Dead. Long Live Design, Dora Drimalas 22

FLIPSIDE IDENTITY

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admit often enough is ative process is messy. forth to test and retest he execution of design.

to marry t he t need design ers.

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GRAPHIC APPLICATION

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FLIPSIDE IDENTITY

Graphic Application

FLIPSIDE GRAPHIC APPLICATION Paper tears and rips are used throughout Flipside branding in order to represent deconstruction and reconstruction of our ideas and concepts. These tears should be used sparingly and can be created both digitally and by hand.

PAPER TEAR EXAMPLES

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ONLINE PRESENCE The same graphical elements used in print applies to online as well. As seen in this Instagram example, Flipside can be seen using the iconic ‘smile’ and integration of type and paper tears. In addition to pictures, it is also encouraged to animate with the tears.

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posts Promote

5k

followers

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following Edit Profile

FLIPSIDE Shopping & Retail info@flipside.com Houston, Texas Email

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Directions

FLIPSIDE IDENTITY

Graphic Application

TYPE INTEGRATED INTO THE PAPER TEAR EXAMPLES

SEE YA SOON

UHGD19.DESIGN

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ENVIRONMENTAL

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ENVIRONMENTAL FLIPSIDE IDENTITY

Environmental

An interactive, ro

info about the Un

program and the p

UNIVERS GRA

WHO AR

We are the senior of Houston’s grap We vigorously stu and theory for th

SO WHAT DOING O

‘Flipside’ is UHG We are currently exhibition, a pub collective work f It’s completely f through print sal events organized Talk about self-s

THAT’S C I SUPPO

Other than buying you can also do t

• Follow us o FB & IG: @u • Donate to u paypal.me/u • Attend our

ENVIRONMENTAL ELEMENTS PRODUCT UHGD UNIVERSITY OF HOUSTON GRAPHIC DESIGN

WHO ARE Y’ALL? We are the senior design students of University of Houston’s graphic design program.

We vigorously study design method, practice, and theory for the course of two years.

SO WHAT ARE Y’ALL DOING OUT HERE? ‘Flipside’ is UHGD’s pop up shop.

We are currently raising funds for our senior exhibition, a public gallery where we show our collective work from the last two years.

It’s completely fundraised by the senior class through print sales, donations, and other events organized by our class.

Talk about self-sufficient.

THAT’S COOL! HOW CAN I SUPPORT Y’ALL? Other than buying a print from us, you can also do the following: • Follow us on social media!

FB & IG: @uhgraphicdesign • Donate to us online paypal.me/uhgraphicdesign • Attend our senior show on May 2nd

FRAME

POSTER

A portable, open frame composed of three parts shelving, a rotating easel stand, and a grid. This allows flexibility when it comes to setting up in cramped spaces and invites customers to walk around the shop.

An interactive, rotating display indicating information about the University of Houston Graphic Design program and the purpose of the pop up shop.

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PRODUCTS

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FLIPSIDE IDENTITY

Products

FLIPSIDE PRODUCTS In addition to a reinvigorated look and style, Flipside offers a variety of products in order to spread awareness about UHGD and to sell to support UHGD’s senior class exhibition.

BUSINESS CARD

T-SHIRTS

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APRON

TOTE BAGS

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FLIPSIDE IDENTITY

Products

NOTEPAD & PENCIL HOLDER

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UHGD’S SENIOR EXHIBITION

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FLIPSIDE IDENTITY

UHGD Senior Exhibition

The Senior Exhibition is an annual event that brings around 400-500 attendees. Many are creative professionals in and around Houston. The planning and execution of the show is solely done by the graduating seniors in University of Houston’s Graphic Design program. They raise funds for their exhibit by participating in art markets selling silkscreen and letterpress prints, as well as working bake sales at the University of Houston campus. Donations also significantly help the class reach their goal.

If you’d like to support the seniors of the UHGD program, please make a check out to: Graphic Design Student Assocation University of Houston 4465 University Drive, Mailbox 478 Houston, TX 77204 Or donate through Paypal to:

uhgraphicdesign@gmail.com Thank you for your support!

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