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T HE N EW SS TA N D S T Y L E G U I D E


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C ONT E N T S

CONTENTS


IDENTITY 6 introduction 8 identity program 9 SIGNITURE 10 overview 12 color 16 typography 18 STATIONARY

20

GLOSSARY OF TERMS

26

GLOSSARY OF TERMS

26

STATIONARY

20

typography 18 IDENTITY 6 color 16 introduction 8 overview 12 identity program 9

SIGNITURE 10

SIGNITURE 10 identity program 9 overview 12 introduction 8 color 16 IDENTITY 6 typography 18 STATIONARY

20

GLOSSARY OF TERMS

26


C ONT E N T S

CONTENTS

CONTENTS


IDENTITY 6 introduction 8 identity program 9 SIGNITURE 10 overview 12 color 16 typography 18 STATIONARY

20

GLOSSARY OF TERMS

26

GLOSSARY OF TERMS

26

STATIONARY

20

typography 18 IDENTITY 6 color 16 introduction 8 introduction 10 overview 12 identity program 9 11

SIGNITURE 10

SIGNITURE 12 SIGNITURE 10 identity program 9 overview 12 overview 23 introduction 8 color 16 color 34 IDENTITY 6 typography 18 typography 34 STATIONARY

20 55

GLOSSARY OF TERMS

26 33


IDENTIT

IDE N


TY

NTITY IDENTIT Y IDENTITY


IDENTIT

IDE N


TY

NTITY IDENTIT Y IDENTITY


12


13


Introduction

Quality deals with the judicious weighing of relationships, with balance, contrast, harmony and juxtaposition, between formal and functional elements – their transformation and enrichment. It is concerned with ideas not techniques, with the enduring not the ephemeral, with precision not fussiness, with simplicity not vacuity, with subtlety not blatancy, with sensitivity not sentimentality. The meaning of quality, as such, is difficult to define, for it is somehow intuited in the presence of the work in which it is embodied. This has little to do with popular conceptions of beauty, taste, and style, and nothing to do with status, respectability or extravagance. It is revealed, rather, in an atmosphere of propriety and restraint. No matter what the emphasis is on, be it graphic design, landscape design or architecture, we are concerned primarily with the quality of visual identification. This is what the The Newssstand look represents.

14


Identity Program

The image of an institution can be defined as the way in which it is perceived by its various audiences, or public. Image cannot be changed by an act of institutional will, but by a gradual change in public perceptions. Institutional identity, on the other hand, can be created and managed. An identity program is a set of policies and procedures establishing a consistent, comprehensive format through which the institution presents itself to its audience. A graphic identity system helps eliminate confusion, unifies and strengthens the image of the institution and its parts, and projects a message of cohesiveness.

15


SIGN A

SI GNATU


SI GN AT UR E

SIGN A T U R E

ATURE

URE


SIGN A

SI GNATU


SI GN AT UR E

SIGN A T U R E

ATURE

URE


The Standard Logo

20


Minimum Size

Alternative logo

THE

NEWS

STAND

21


The Standard Logo

Overview The ideal signature is the graphic distillation of an organization’s beliefs, products and services. Its principal purpose is to call attention, to direct, to identify. Like a signature or thumbprint, a signature is unique. It represents the particular and helps define the group it symbolizes. The Newssstand signature is a unique visual device whose inherent characteristics make it an appropriate and useful solution to a complex visual identity problem. Its adaptation will provide The Newssstand with a clear, consistent and professional image. Its simple, self-contained design makes it easy to use and its applications are endless. Nothing is arbitrary: weights, sizes, spaces and proportions contribute to the gracefulness of the design. Color consistency is critical in its execution.

22


Minimum Size

Alternative logo

Like many signatures, The Newssstand symbol is abstract and will achieve recognition that is directly related to the time, effort and expenditure invested. Its design is suggestive, not descriptive. Its universal character makes it all the more applicable to a diversified community. This in no way reduces its effectiveness

THE

NEWS

STAND

as a symbol for The Newssstand. Its character is alive and friendly. The distinctive profile makes recognition easy. The signature’s configuration is a persuasive symbol. It is memorable and adaptable. It conveys the essence of quality, service, authority and achievement.

23


Minimum Clear Space

x

x

x x

24


Alternative Texts-only logo

25


Color Color is a strong supporting element in any visual

Using the signature in conjunction with any other

identity system because it facilitates and enhanc-

graphic shape or as a substitute for a headline

es recognition. The incorrect use of color can

or text copy is unacceptable. Strong and effective

weaken the impact of the signature and reduce its

identification relies on simple, clear visual

legibility. The approved colors for the signature

statements that can be seen and understood

are Pantone  P 48-8 U and Pantone  P Process Black

at a glance.

U. When color is not possible, the signature is designed to translate into one-color applications.

Black & White

26


To ensure legibility and recognition, the signature must always have sufficient clear space around it. At no time should the legibility of the signature be obscured by the proximity of competing visual elements such as background shapes, text, borders, colors, textures or other symbols or trademarks.

Full colors

27


Color Color is a strong supporting element in any visual

Using the signature in conjunction with any other

identity system because it facilitates and enhanc-

graphic shape or as a substitute for a headline

es recognition. The incorrect use of color can

or text copy is unacceptable. Strong and effective

weaken the impact of the signature and reduce its

identification relies on simple, clear visual

legibility. The approved colors for the signature

statements that can be seen and understood

are Pantone  P 48-8 U and Pantone  P Process Black

at a glance.

U. When color is not possible, the signature is designed to translate into one-color applications.

Black & White

R D N

A

O

T B

A

28


To ensure legibility and recognition, the signature must always have sufficient clear space around it. At no time should the legibility of the signature be obscured by the proximity of competing visual elements such as background shapes, text, borders, colors, textures or other symbols or trademarks.

Full colors

O W

K

E

A S

T

N

29


Typography The logotype, The Newssstand, is a preset style of lettering based upon a contemporary typeface named OCR A Std. Its proportions are attractive and logical, while its character evokes a serious yet approachable style. It is modern yet timeless, legible and graceful. It is a typestyle used by international business and local cultural groups alike. The setting and letter spacing of the name is a fixed configuration. The proportion and spacing of the type to the mark is predetermined.

Primary Typeface:

OCR A Std

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789,.!?/›

abcdefghijklmnop ABCDEFGHIJKLMNOP 0123456789,.!?/ 30


Secondary Typeface:

Akkurat Mono

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789,.!?/›

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789,.!?/›

pqrstuvwxyz PQRSTUVWXYZ › 31


Typography The logotype, The Newssstand, is a preset style of lettering based upon a contemporary typeface named OCR A Std. Its proportions are attractive and logical, while its character evokes a serious yet approachable style. It is modern yet timeless, legible and graceful. It is a typestyle used by international business and local cultural groups alike. The setting and letter spacing of the name is a fixed configuration. The proportion and spacing of the type to the mark is predetermined.

Primary Typeface:

OCR A Std

How to use

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789,.!?/›

The primary typeface ocr a std is used for the logotype itself, titles, names.

abcdefghijklmnop ABCDEFGHIJKLMNOP 0123456789,.!?/ 32


Secondary Typeface:

Akkurat Mono

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789,.!?/›

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789,.!?/› With all the rest purposes, mainly running texts, the secondary typeface Akkurat Mono would be applied.

pqrstuvwxyz PQRSTUVWXYZ › The logotype, The Newssstand, is a preset style

of lettering based upon a contemporary typeface

named OCR A Std. Its proportions are attractive

and logical, while its character evokes a serious

yet approachable style. It is modern yet timeless,

legible and graceful. It is a typestyle used by

international business and local cultural groups

alike. The setting and letter spacing of the name

is a fixed configuration. The proportion and

spacing of the type to the mark is predetermined.

33


S

STATI STATIONERY S T AT IO NERY


S T ATI O N E R Y

I O N ER Y


S

STATI STATIONERY S T AT IO NERY

S TATIONERY

ST A T I

S


S T ATI O N E R Y

I O N ER Y

I O N E RY

S T ATI O N E R Y


Lele Sevari The Newsstand 604 E 11TH ST, NYC 10009 September 16, 2013

Dear Lele Sevari,

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nulla praid eos umdan

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volupatue autem einim

sit aliqui diam commo molestaie consequat. Sincerely,

Jamie Falkowski

38 Marketing Director


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39


Lele Sevari The Newsstand Stationery is the most prevalent means of communication for most organizations and should

604 E 11TH ST, NYC 10009

be planned and executed to the last detail to suit the purpose it serves. An organization’s print material should stand out by virtue of common

September 16, 2013

elements such as symbols, colors, typography

ri Seva ele L d Sevari, stan combination of elements used, they should remain Dear Lele News e h T, T TH S unchanged on all business cards, letterheads E 11 4 0 6 Lorem ipsum dolor sit and envelopes the organization uses. 009 C 10 Y N incidunt labore et do 2013 This section of the style guide presents 16, cipit ullamcorpor er sus b m e the approved stationery program for The Newssstand. Sept henderit voluptate ve and composition. Whatever the element or

This program ensures a consistent style, appearance and quality for The Newssstand stationery, which in turn presents a unified institutional identity. The system is comprehensive; it is designed to cover all departments. However, the application of the system may vary slightly based on legalities, logistics, marketing objectives and other mitigating circumstances.

40

vero eos et accsam iu ri, Seva tias excepteur sint o ele L r a odoDemollit anim id la r s dolo tempor conscient to f sum p i t m re e Lore labo t p n u s ci ncid in busdam r su Et itamen ne o p r mco ate ulla nobis lupt soluta t voeligent i r e sam acc hendpraideeos nulla umdan s t o e sint o verigitur teur ben vero pratio e c x m id as e ani turtiadipiscing elit.o t i l t mol ient odo volupatue onsc einim cautem r o mp sittealiqui diam commo m usda molestaie nconsequat. in b e en am elig Et t bis o n umd ta Sincerely, eos solu d i a o b a pr rati null itur g it i l g e vero scin i p n i ad m ei tur aute e u Jamie uFalkowski com pat vol diam i u uat aliq nseq sit e co i a t s mole Marketing Director ly,


The Newsstand Style Guide