MOTOWN RE-BRANDING
VISUAL STANDARDS
MOTOWN RE-BRANDING
VISUAL STANDARDS
WE ARE FIGHTING THE OLD FIGHT
“THIS IS WHAT COMPELS ME TO PUSH BLACK PEOPLE. TO IDENTIFY WITH BLACK CULTURE: GIVING OUT TO THEM THAT BLACK-NESS; THAT BLACK-POWER.”
—NINA SIMONE
MOTOWN RE-BRANDING
VISUAL STANDARDS
TABLE OF CONTENTS
Phase
A NEW PAGE
1.1
The new logo
P10
1.2
Clean space
P16
1.3
Size system
P18
1.4 Colors
P20
1.5
Correct uses
P22
1.6
Incorrect uses
P24
MOTOWN RE-BRANDING
Phase
Phase
A NEW LOOK
EXTENSIONS
2.1 Typefaces
P28
2.2
Color standard
P30
2.3
Image style
P32
3.1
Extension Chart
P36
3.2
Extension Description
P28
VISUAL STANDARDS
MOTOWN RE-BRANDING
1
A NEW PAGE A new page, with a new logo— Refreshing, modern and reliable.
VISUAL STANDARDS
PHASE 1.1
THE NEW LOGO
MONOGRAM & LOGOTYPE » A diamond that still need polished » The initial M for Motown » A rising star for a platform & opportunity
The M monogram
The Motown logotype
MOTOWN RE-BRANDING
Anatomy of the monogram
Mirror
M 34°
34°
M
Mirror
VISUAL STANDARDS
PHASE 1.1
THE NEW LOGO
Anatomy of the logotype
M
3 1/4 M
7/8M
M
M M
1/4 M
7/8M
1 1/4M
1/8 M
M
1/8MM 1/8
MOTOWN RE-BRANDING
-1/8 M
7/8 M
1/4 M
M
VISUAL STANDARDS
PHASE 1.1
THE NEW LOGO
The Motown logotype
MOTOWN RE-BRANDING
The original typeface of the logotype
Gotham Ultra Motown logotype
» The Motown logotype is based on the typeface Gotham Ultra. However, it has been altered to fit the new aesthetics of the brand and the overall balance. Strokes are slightly thinner, the “O”s are a lot smaller than they were. These adjustment makes the logotype not as heavy as it was, meanwhile, remains the feeling of reliable and powerful.
VISUAL STANDARDS
PHASE 1.2
CLEAN SPACE
Clear space Clear space is about boundary. Maintaining clear space properly will ensure a maximum brand impact and recognition.
M
M
M
M
Clear space for the logo mark
M
M
M
M
Clear space for the logotype
MOTOWN RE-BRANDING
Logo mark with slogan
Clear space for the monogram and brand soul combination *This combination only applies to monogram, never to logotype
VISUAL STANDARDS
PHASE 1.3
SIZE SYSTEM
Minimum size To insure high quality, recognition, and legibility, Motown logo need to follow this minimum sizing system.
Minimum size for exhibition or outdoor signatures, using materials like metal, vinyl, wood or concretes
4 inch *This is an mock-up demonstration of a wooden monogram
MOTOWN RE-BRANDING
Minimum size for print materials
0.4 inch
2.5 inch
30 pixel
175 pixel
30 pixel
Logotype is not available for mobile devices
Minimum size for desktop or laptop devices
Ideal size for mobile devices
Minimum size for mobile devices 20 pixel
VISUAL STANDARDS
PHASE 1.4
COLORS
Primary color
Motown Black Panton Process Black R:0 G:0 B:0 #000000
MOTOWN RE-BRANDING
Secondary colors
Motivating Red Panton 172 M R:252 G:93 B:63 #FC5D3F
Nurturing Aqua Panton 344 M R:161 G:222 B:184 #A1DEB8
Inspiring Yellow Panton 114 M R:252 G:223 B:73 #FCDF48
Âť Black is the primary color for Motown logo. Only use the logo with secondary colors on occasions of community out reach events when the main target audiences are children and family.
VISUAL STANDARDS
PHASE 1.5
CORRECT USES
On background with colors or images
Âť Logo white-out on colored backgrounds are allowed when the backgrounds are Motown Black, or the secondary colors, or other solid color with more than 15% gray scale.
MOTOWN RE-BRANDING
» In some rare occasions when the logo has to be on the top of an image, make sure to place it on a clear area where the logo are able to maintain its legibility.
VISUAL STANDARDS
PHASE 1.6
INCORRECT USES
Do not do this to our logo The correct application of the monogram and logotype are essential. Always follow the standards (page 16-23). The examples on this page demonstrate some of the unacceptable uses of the Motown monogram and logotype. Please never do this to the Motown logo.
[1] Never outline the Motown monogram or the logotype. [2] Never skew or stretch the monogram or logotype out of proportion. [3] Never apply any visual effects such as layering, drop shadow, blur, grow to the monogram or the logotype. [4] Never apply any other colors to the monogram or the logotype except for the primary color and the secondary colors (see page 21-22).
[5] Never fill the monogram or the logotype with images or gradient colors. [6] Never place the monogram or the logotype on a background wit busy patterns. [7] Never place the monogram or the logotype on a background wit busy photography.
MOTOWN RE-BRANDING
[1]
[2]
[3]-1
[3]-2
[4]
[5]
[6]
[7]
VISUAL STANDARDS
PHASE 1.1
28
THE NEW LOGO
MOTOWN RE-BRANDING
2
A NEW LOOK With a brand new look, Motown is ready to start our mission and fulfill our value.
VISUAL STANDARDS
PHASE 2.1
TYPEFACES
Voice through typefaces Typefaces have a voice of themselves. In order to have a consistent voice, please follow the type standard.
Alright Sans
Gotham Round
MOTOWN RE-BRANDING
Thin
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ff fl fi
Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ff fl fi
» Alright Sans is the primary typeface, which has a large range of type weighs. Alright Sans Thin 8pt-14pt is the ideal weigh for body text. Alright Sans Medium is the ideal weigh for headline or big quote type. » Gotham Round Medium has a friendly voice and will be mainly used for community event, when the target audience are children and families.
VISUAL STANDARDS
PHASE 2.2
COLOR STANDARD
Let the colors speak for us Typefaces have a voice of themselves. In order to have a consistent voice, please follow this color palette.
Motown has more than 30 products and
Motivating Red
service, each of them fulfill Motown's value
Motivating Red is a secondary color. We
differently. When using our color palette,
recommend using red in community event
please consider how each color represents
or service.
different Motown values, and use them accordingly.
Nurturing Aqua Nurturing Aqua is a secondary color. We
Motown Black
recommend using it in educational service
Motown Black is the primary color for our
when the target audience are individuals.
monogram and logotype. It is calm, mature
And we will prefer using it as background
and modern. Please use Motown Black on
color or graphic element color.
most of our type setting—body text, quotes and headline. Also, use Motown Black as the main color on occasions when the target audience are the majority society, such as Motown galleries, fine art label, fashion label, and Motown school for arts.
Inspiring Yellow Inspiring Yellow is a secondary color. We recommend using along with other colors. We would prefer using it as a spicing up color, which applied to small details and graphic elements.
MOTOWN RE-BRANDING
Motown Black Panton Process Black R:0 G:0 B:0 #000000
Motivating Red Panton 172 M R:252 G:93 B:63 #FC5D3F
Nurturing Aqua Panton 344 M R:161 G:222 B:184 #A1DEB8
Inspiring Yellow Panton 114 M R:252 G:223 B:73 #FCDF48
VISUAL STANDARDS
PHASE 2.3
IMAGE STYLE
Images talk the loudest Images have the loudest voice as a visual element. In order to talk in the same voice and deliver Motown's mission and value correctly, please use images carefully.
[1] Delightful and confident
[3] Clean and contemporary
[2] Bright space
[4] Happy and communicating [5] Spacious and modern [6] Inspiring and technical
[1]
[2]
MOTOWN RE-BRANDING
[3]
[4]
[5]
[6]
VISUAL STANDARDS
MOTOWN RE-BRANDING
3
EXTENSIONS With a bigger vision, Motown is here to fulfill not just our own values, but all of us.
VISUAL STANDARDS
PHASE 2.1
EXTENSIONS CHART
FULFILL OUR VALUES » Motivate + Individual impact/Social impact (either or both) » Inspire + Individual impact/Social impact (either or both) » Nurture + Individual impact/Social impact (either or both)
[1] BG Public Relationship
[17] Motown Art & Design Innovation Lab
[2] Motown Black Forum
[18] Motown School for the Arts
[3] Motown Journal & Photography
[19] Motown Campus Meet-up Center
[4] Motown Fashion Label [5] Motown Fine Art Label [6] M-Gallery [7] Motown Publish [8] BG Theatre
[20] Berry Gordy Scholarship [21] Motown Urban Plan Studio [22] Motown Rehab Center [23] Motown Community Library [24] Motown Rising Starts
[9] BG Professional Practices Center
[25] M-Talk for the Teens
[10] Motown Take-in Workshop
[26] M-Radio Broadcast
[11] BG Talent House
[27] Motown Weekend Food & Art Fair
[12] BG Garage Project
[28] Motown Poetry Road Trip
[13] Motown Camp #1 [14] Motown Camp #2 [15] Berry Gordy Foundation [16] BG Legal Consultant for Art & Design
[28] Motown Institute for Arts [30] Motown Design Week [31] Motown Film Festival
MOTOWN RE-BRANDING
22][23][24]
[
19] [ ] 20 [
Motivate
25] [26] [ ][ ] 27 28 [
29] [ ] 30 [ ] 31 [
21
[
]
4 5 [ ][ ] 6 7 [ ] 8
[ ][ ]
2 3
[ ][ ]
Inspire Social Impact
Individual Impact 3 values plus 2 impacts
17] [ ] 18
[
1
[ ]
Nurture
9 10] [11] [12] [ ][ ][ ] 13 14 15 [ ] 16 [ ][
VISUAL STANDARDS
PHASE 2.1
EXTENSION DESCRIPTION
DEFINE OUR VALUES » Motivate our community » Nurture the individual talents » Inspire the social majority
40
What makes our products to be worthy of
Nurture
bearing the name of Motown? How do they
We offer African American individuals who
carry our mission? Here is how we define
want to pursuit a creative career a place and
the value of our products.
environment to achieve their goal. What we
Motivate When we target on the African American community, we want to motivate them. We want them to be proud of themselves, to be proud of their ethnicity. We want them to know that they are able to achieve their dreams like anyone else. We let them
provide them are beyond knowledge and skill, we also mentor them. We are there for them when they are in doubt and lost. We will be by their sides when they need help and support. We believe that one day, these individuals will be success and offer their support back to the community and their next generation.
know that they are loved and cared. We
Inspire
believe that when one soul is motivated and
We provide platforms and stages for African
touched, the whole community is affected.
American artists to showcase their talents. Most importantly, use their talents to inspire and impress the majority society.
MOTOWN RE-BRANDING
[1] BG Public Relationship Inspire + Motivate + Social Impact
Berry Gordy Public Relationship runs national campaigns that aims to bring the social awareness on African American talents to the majority, at the same to motivate and inspire African American artists to be confident and pursuit their dreams. [2] Motown Black Forum
Inspire + Motivate + Individual Impact + Social Impact
Black Forum was one of Motown’s labels that record civil right speech, such as Martin Luther King’s “I have a dream”. today, Black Forum is a documentary products that reach out for African American artists and designers, document their lives, works, struggling and how they think of the current social issues. Black Forum is building up an African American artists and designers archive for the future generation. [3] Motown Journal & Photography
Inspire + Motivate + Individual Impact + Social Impact
Motown Journal & Photography encourages young people to observe their daily lives and present them with the method of visual art. It provide young people an opportunity to voice up, to bring understanding and insight to the majority society. [4] Motown Fashion Label
Inspire + Nurture + Individual Impact + Social Impact
Motown Fashion Label is a fashion collection of African American fashion designers. Besides an online store, it co-brands with several fashion boutique stores that target the high-end market. Onsite Location: New York City, San Francisco, Los Angeles, Chicago
[5] Motown Fine Art Label Inspire + Nurture + Individual Impact + Social Impact
Motown Fine Art Label selects the very best fine art products designed by African American artists. Besides an online store, it co-brands with several fine art boutique shops that target the high-end market and a few Museum gifts shops. Location: MoMa(SF and NYC), Metropolitan Museum of Art, Guggenheim, Museum of Contemporary Art(LA, Chicago, Detroit)
VISUAL STANDARDS
PHASE 2.1
EXTENSION DESCRIPTION
[6] M-Gallery Inspire + Nurture + Individual Impact + Social Impact
M-Gallery scouts talent African American artist whose names are still unknown, and introduce their art works to the public. The gallery will also help them to sell their art works and to find a suitable market in the art industry. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[7] Motown Publish Inspire + Nurture + Individual Impact + Social Impact
Motown Publish provide African American creative writers and poets a platform to publish their works so that more people will get inspired. [8] BG Theatre
Inspire + Nurture + Individual Impact + Social Impact
BG Theatre not only provide platforms to African American performing artists to present their talent, it also introduce new artists to the majority and lead them to a bigger stage. Performing arts include theatrical play, ballet, symphony, modern dancing, etc.. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[9] BG Professional Practices Center Nurture + Motivate + Individual Impact
BG professional practices center offers graduating students professional practices training and career development. It co-brands with city colleges and community colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[10] Motown Take-in Workshop Nurture + Motivate + Individual Impact
Take-in workshop help people to orient themselves before they make a decision to attend an art school. The workshop provides brief art history classes, introduces and explains different kinds of art and design principles. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
MOTOWN RE-BRANDING
[11] BG Talent House Nurture + Motivate + Individual Impact
BG Talent House is a talent agency and representative to African American artists and designers. Location: New York City, Oakland, Los Angeles, Chicago
[12] BG Garage Project Nurture + Motivate + Individual Impact
BG Garage Project teaches African American artists & designers how to think like a leader and entrepreneur. They will learn how to build an successful African-American-owned business in the art and design industry and the meaning of community responsibility. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[13] Motown Camp #1 Nurture + Motivate + Individual Impact
Motown Camp #1 is a 2-week intense workshop for artists & designers to plan and execute their art projects. People will work together and help each other to start their project from scraps. Motown Camp #1 co-brand in art colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[14] Motown Camp #2 Nurture + Motivate + Individual Impact
Motown Camp #2 is a 2-month intense workshop for artists and designers to start their own creative business. After 2-month workshop, they will team up a fellowship network which allow them to follow up with each others’ new business so that they can keep motivating and helping each other. Motown Camp #2 co-brand in art colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[15] Berry Gordy Foundation Nurture + Motivate + Individual Impact
Berry Gordy Foundation provides a platform for African American artists and designers to submit grant proposals for their art projects. It also provides financial investment for startup business in African American art and design community.
VISUAL STANDARDS
PHASE 2.1
EXTENSION DESCRIPTION
[16] BG Legal Consultant for Art & Design Nurture + Motivate + Individual Impact
BG Legal Consultant provide legal support to African American artists and designers when they are facing problems such as copy right or plagiarism issues. Location: New York City, Oakland, Los Angeles, Chicago
[17] Motown Art & Design Innovation Lab Nurture + Inspire + Individual Impact
Motown art & design innovation lab is a weekend seminar helps artists and designers to keep up with the latest news on high tech and relevant innovation in all fields. The seminar encourage artists and designers to embrace the new technology, to apply them into their works, and to make their art works relevant to the society. The innovation lab will co-brand with city colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[18] Motown School for the Arts Nurture + Inspire + Individual Impact
Motown School for the Arts focus on the unique African American art and design style through history, encourage students to develop their own voices as African American artists & designers. Most importantly, to shape an unique voice and style that will only related to Motown School. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
[19] Motown Campus Meet-up Center Motivate + Nurture + Individual Impact
Motown Campus Meet-up Center mentors art and design students, help them to fit into the art and design community and the future industry. The meet-up center co-brands with art schools and city colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore
MOTOWN RE-BRANDING
[20] Berry Gordy Scholarship Motivate + Nurture + Individual Impact
Berry Gordy Scholarship financially help art and design students to finish their art education or academic projects. It is also a platform for African American entrepreneurs who want to give back to their community and offer their financial support. Note: Berry Gordy Scholarship is only available to M School for the Arts' students.
[21] Motown Urban Plan Studio Motivate + Nurture + Individual Impact + Social Impact
Motown Urban Plan Studio offers African American architects and urban planners a opportunity to provide African American community an inspiring environment. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore
[22] Motown Rehab Center Motivate + Inspire + Individual Impact
Motown rehab center applies art therapy to help women and children to get covered from either physical or emotional trauma. Most of these women and children are from low-income communities, and suffer physical or emotional abuse from the past. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore
[23] Motown Community Library Motivate + Inspire + Individual Impact
Motown Community Libraries locate in low-income African American neighborhoods, where the educational source is limited. It brings the art and design atmosphere to the community to nurture souls that desire for art and beauty. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore
VISUAL STANDARDS
PHASE 2.1
EXTENSION DESCRIPTION
[24] Motown Rising Starts Motivate + Inspire + Individual Impact
Motown Raising Star go to public schools in African American neighborhood and discover young kids who are gifted with arts. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore
[25] M-Talk for the Teens Motivate + Inspire + Individual Impact + Social Impact
The M-Talk gives motivational talks and lectures in public high schools in African American neighborhood. It aims to motivate and give hope to young kids, specially those who are from low in-come communities. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore
[26] M-Radio Broadcast Motivate + Inspire + Individual Impact + Social Impact
The M-Radio is an online live broadcast that focus on the latest news on art and design in the African American community, as well as interviews, motivational talks. [27] Motown Weekend Food & Art Fair
Motivate + Inspire + Individual Impact + Social Impact
Motown Weekend Fair bring food, art and music to the African American communities. This weekend fair hope to help young kids to discover their earlier interests in art, guide them to some positive and good hobbies. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore
[28] Motown Poetry Road Trip Motivate + Inspire + Individual Impact + Social Impact
Gifted African American performing poets will team up and go on a national road trip to bring literature, music and free thinking to the African American community, and to give their voices to the society. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore
MOTOWN RE-BRANDING
[29] Motown Institute for Arts (M.I.A) Nurture + Inspire + Motivate + Individual Impact + Social Impact
M.I.A is an African American art and design association. It has regional chapters that provide local artists and designers a place for networking, professional lectures, event and job opportunity. It motivate, inspire and nurture artists and designers, bring impacts individually and socially. [30] Motown Design Week
Nurture + Inspire + Motivate + Individual Impact + Social Impact
Motown Design week is an annual design fair to showcase the works of African American designers, and award designers who make great contribution to the community. Designers include graphic designer, photographer, interior designer, architecture, industry designer and fashion designer. Motown Design week has a significant impact on the art and design industry, it inspire not only African American artists, but the whole majority society and influence many people. [31] Motown Film Festival
Nurture + Inspire + Motivate + Individual Impact + Social Impact
Motown Film Festival holds once a year in New York, Chicago San Francisco, and Los Angeles. It has become one of the most important festival in the film industry. Every year it showcases the finest films of the year that made by African American film makers. Stories of these films honestly reflect the social issues, the everyday struggling of the Black lives, the loves and hates between people. Motown Film Festival brings the spot light to the new talents, gives voices to the majority society, inspires them and at the same time motivate the African American community.
VISUAL STANDARDS
Copyright Š 2016 Wuhang Lin All rights reserved Printed and bound in United States of America Designed & concept // Wuhang Lin Copy & Editing // Wuhang Lin Typefaces: All Right Sans/ Chaparral Pro This book was created as part of a project for Academy of Art University 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity // Spring 2016 Instructor // Hunter Wimmer
PHASE 1.1
50
THE NEW LOGO