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FPM | BRAND GUIDE

2017

FLYPAPER MAGAZINE BRAND GUIDE / 2017

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FPM | BRAND GUIDE

2017

TENENTS

1 . F LY PA P E R I S G L O BA L Our heart belongs to Columbus; Columbus is the center of the heart of the nation; America is the most powerful nation in the world; thereby Columbus is the center of the world.

BRAND

PHILOSOPHY

FlyPaper feels a need in that there is a void for premiere Urban media outside of Radio One. If FlyPaper were a person, they’d be fresh, smart, funny, witty. You’d ask them what it means to be thoroughly Columbus. They listen to all the hometown artist that you’ve heard of and never heard of. You’d ask their opinion on music. You’d ask them what the latest trends in fashion were. They’d be Woke, Tons of personality, nothing off limits. They’re fun to be around, always exploring new ventures. They talk about culture, talk about sex, talk about politics, talk about anything under the sun. But it’s always on point, always consistent and always real. Most importantly, when you walked away from them, though they are accepting of other cultures, but they were completely confident in who they were.

NUTRITION FAC T S

FlyPaper is for Columbus but our purpose is global.

2. WE CARE Art, Community and Creativity are key. We care when you care about what you’re doing, making, building.

3. KEEP IT REAL

No half-assness, No payola, No half-stepping or pulling punches; authenticity matters.

4. KNOW NO BOUNDARY

We will talk to anyone; we will cover everything provided they pass the scrutiny test to the bias of the diverse perspective of the FlyPaper staff. It’s for the Culture. 

5. MEDIUM

We stretch the meaning of journalism through the usage of different mediums: imagery, audio, writing, podcast, article writing, long form essay, podcasting, social media blogging, experiential programming. 

6. NOT A BLOG

We’re hardly even a magazine. We are a media network. That means careful integrity maintenance forever and always.

10% 15% 10% 15% 20% 20% 10%

FA S H I O N MUSIC ARTS E N T E R TA I N M E N T N E W S OP-EDS LOCAL POLITICS

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FPM | BRAND GUIDE

2017

CONTENT

POSITIONING

Share spaces with: 614 Magazine. Columbus Underground. Columbus Alive. The Lantern. Aspire to share spaces with: Complex, XXL, Blavity, Vice and Fader

AT T R I B U T E S (In order of importance) Urban. Cool. Original. Cultured. Influential. Awake. Creative. Edgy. Modern. Smart. Fresh.

TA R G E T AUDIENCE

FlyPaper Readers are Columbus millennials who live an urban lifestyle, people who are 18-25. They value experiences, information, entertainment, local culture. They would subscribe to a streaming service but wouldn’t buy a CD from Best Buy.

P L AT F O R M S

Our cross-platform content network includes our site, Facebook, Snapchat, Twitter, Instagram and other digital platforms.   We create content unique to each platform that connects deeply with our audience.

F E AT U R E D

In the featured section is all of our original work. In it, goes our op-ed’s, think pieces, letters to and from the editor and any other relevant columns.

MUSIC

The music section of FlyPaper is centered on the music-branded writing. This includes project reviews, playlists, special music features (cyphers, lyric videos, interviews), new artist spotlight, upcoming album promotions, concert reviews and more.

THE 6-1-4

THE 6-1-4 IS…

For those that are not familiar with the term “power rankings,” they are a sports rating system that analyzes the results of competition to provide objective ratings for each team or player. Rankings are then derived by sorting each team’s ratings and assigning an ordinal rank to each team starting with the highest rated team earning the #1 rank. They are not officially sanctioned by any league, but instead a way for journalist to compile their opinions in a consistent, deliverable way. Too many times, the question has been posed: “who is the best in the city?” Finally, we are taking it upon ourselves to give some insight to this question. A couple of things to note: • Power rankings reflect a specific segmented point in time. For a period of time during last year’s NBA season, the Atlanta Hawks were number 1 in the power rankings despite the fact that they were not the best team in the league. Their ranking was earned because for a stretch of time they were playing the best basketball. • Similarly, The FlyPaper 6-1-4 is NOT going to answer the question of who is the best in the city. What the FlyPaper 6-1-4 WILL do is answer the question of “what have you done for us lately”. As the spotlight will come out monthly, it’s entirely possible that an artist who wasn’t included on the list at all might rise to the top, and somebody who was on the top could possibly fall off the list completely. It is all a fluid system of momentum. • Come the end of the year, we will be giving a run down that ranks artist more definitively based off of everything that happened over the course of the year. More on that later. Hopefully, with our help, you will be able to stay up on all of the moves being made in the city, find out about some artists that you might not have been hip to and get more connected with the artists that you already know and love. We have made a concerted attempt to be as fair, objective and honest as we could coming up with this list. There were certain criteria that we laid out when assembling the roster and this is how we see the city being best represented, sonically. As the months go on, we’re going to spend a considerable amount of time revising and improving how we make the selections.

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FPM | BRAND GUIDE

2017

As it is now, here is the break down:

THE 6 –

Since the beginning of time, listening to music has been a community experience. The key to truly growing as an artist is connecting with your audience. Activity is key to sustained growth and having a great career. Taking into account several variables such as philanthropic efforts around the city, social media engagement, quantity and quality of shows/ performances, frequency of releases (videos + songs), and collaboration efforts, here are the SIX artists whom we think are doing a good job of staying engaged with their audience and active on the music scene.

THE 1 –

There always has to be ONE. With this spot, we list who we think is the current face of Columbus hip hop. The 1 has all of the qualities listed in the previous category. They are engaged with their audience, they are putting out quality music, they have the respect of their peers and are making a lot of noise in the city. Everybody wants to be the 1…

THE 4 –

…and here are the four that are closest to overtaking him/her. The artists that fall under this category have all of the intrinsic qualities that the 1 has. All together the 1 + 4 are five artists that everybody in Columbus should be looking at, in the eyes of FlyPaper. • Playlists • Strategy • Cyphers • Lyric Video • Interviews • The 6-1-4 • Producer and DJ

POLITICS

One of the goals of FlyPaper is to ensure that what happens on a local, state and national level, politically reaches our audience. Find any information regarding new bills, legislation, elections, candidates, petitions, zoning, or any other relevant political topics relevant to our audience.

FA S H I O N

The fashion section is designed to ensure to document, trace, and debut Columbus fashion. • FlyAF Tuesday – A concept where we take the everyday fashion of individuals and give them the attention they deserve for being casually fly. • FlyDay – A day where FlyPaper highlights the fashion forward members of Columbus and set the standard in a showcase of the epitome of Columbus Fashion.

LOCAL

The local section is an extension of the Featured section with the caveat that it focuses on things relevant specifically to Columbus.

E N T E R TA I N M E N T NEWS

The EN section is an extension of the Featured section with the caveat that it focuses on things that are more national conversations specifically celebrity news.

EXPERIENTIAL

Our events are the best way to get the full FlyPaper experience. Where we are, know it’s original and fresh. We plan to bring intimate experiences that fully realize the culture here in Columbus as well as extending the FlyPaper mission of filling the void for urban communities.

OUR WORDS

TA G L I N E Local. Original. Fresh

TONE OF VOICE

Witty/Upbeat. Informed. Engaging/conversational. Honest.

COPY GUIDELINES

PROCEDURES

Writing Articles If you are an established member of the FlyPaper staff, to submit an article, you will log into the FlyPaper Magazine WordPress account (flypapermagazine.com/wp-admin/. Authorization code: 41532561) and create your post. Be sure to include a cover photo (after approval from the editor), correct tags and category and any necessary formatting. Save the post as a draft, pending review from the editor.

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FPM | BRAND GUIDE

2017

COVERAGE

We provide two different types of coverage to events around town. • Planned Coverage: A flypaper staff member is assigned to cover an event and produces content in review. • Spontaneous Coverage: FlyPaper’s Always Working, so if a staff member is out and sees something happening, they are tasked with capturing it. The mantra is: See It, Capture It, Post It. The staff member is to post it on their own social media first, give a FlyPaper call out (I’m ____ here on behalf of FlyPaper Magazine) and then the FlyPaper Social Media Team will share/ repost it from the official FlyPaper social media pages. Make sure you’re always Flypaper and always Tag FP.

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FPM | BRAND GUIDE

2017

GOTHAM (Bold) -68 (tracking) F LY C O L O R S Blue #4768b1 CMYK 79/62/0/0 RGB 71/104/177 PANTONE 661 U Black

Orange #d18239 CMYK 16/55/90/2 RGB 209/130/57 PANTONE 1385 U

White

C O N TA C T Any questions regarding updated brand and/or photography standars, please feel free to contact Kyle Asperger (kyleasperger@gmail.com).

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FPM | BRAND GUIDE

2017

LOGO USE ON COVERS

U N A C C E P TA B L E H A N D L I N G OF THE FPM LOGO FPM logo may not appear centered on the cover, in the right corner, with any sort of fill colors, patterns, decorations, etc, or transparent in any way. It must only ever be one solid color, no gradients, drop shadows, overlays, etc. Size and placement of FPM logo in Illustrator template file must remain unchanged.

F LY PA P E R M AG A Z I N E

FRNK TH TNK

ISSUE 2 2017

F LY PA P E R M AG A Z I N E ISSUE 2 2017

F LY PA P E R M AG A Z I N E

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ISSUE 2 2017

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F LY PA P E R M AG A Z I N E ISSUE 2 2017

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FPM | BRAND GUIDE

COVER EXAMPLES

2017

Each designer and/or photographer will be provided with a ZIP file containing all necessary files to execute proper cover design as well as accompanying social media assets. Contact Malcom White (editor@flypapermagazine.com) with questions.

P HOTOG RAP HY BY KYLE ASP E RG E R

F LY PA P E R M AG A Z I N E

NEW YEAR: F LY S H ! T O N LY

ISSUE 1 2017

P HOTOG RAP HY BY JOHN D OE

F LY PA P E R M AG A Z I N E ISSUE 5 2017

PHOTO G RA PHY BY J O HN D O E

F LY PA P E R M AG A Z I N E

LOCAL MUSICIAN’S FINAL NOTE

ISSUE 1 2017

BEST IN SHOW

PHOTO G RA PHY BY J O HN D O E

F LY PA P E R M AG A Z I N E ISSUE 2 2017

A MAN, WITH HALF A PLAN

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FPM | BRAND GUIDE

COVER EXAMPLES

PH OTOGRAPHY BY T ERRY RICHARDSON

F LY PA P E R M AG A Z I N E ISSUE 2 2017

FRNK TH TNK

2017

PHOTOGRAPHY BY TER RY R IC HARDSON

F LY PA P E R M AG A Z I N E

C O U R TSHIP BY LEBRON

ISSUE 3 2017

COVER NOTES

Each cover features a different spot color for the FPM and accompanying cover text. The colors do not need to be restrained to the FlyPaper Brand Colors as it is up to the photographer and or designer to choose the best spot color. The spot color must maintain enough contrast to the background element it is on so that the FPM logo and all other text is fully ledgible over top the cover image. Final color should compliment the image tones but simultaneously maintain visible contrast. Note for headline text: if there is any punctuation in the headline, please assure that it is hanging (indent accordingly), please refer to the January 2017 cover for an example as well as “Courtship By Lebron” above.

LO G O U S E - T H I R D PA R T I E S

When sending Flypaper Magazine’s logo to outside organizations or companies to be applied to their promotional material (for events, shows, etc.), send both the black and the white PNG’s of the logo. Do not send any version containing color unless explicitly asked to do so. Logo must contain the words FLYPAPER MAGAZINE underneath the FPM lettermark.

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FPM | BRAND GUIDE

COVER DESIGN

2017

BREAK DOWN

All elements included in the Illustrator file — only elements that are subject to change: - cover image - name of photographer - headline - color of text and FPM logo - issue number/year Any questions regarding updated brand and/or photography standars, please feel free to contact Kyle Asperger (kyleasperger@gmail.com).

P H OTO GR A PHY BY KY L E ASP ERGER

F LY PA P E R M AG A Z I N E ISSUE 1 2017

Adobe Caslon Pro

Gotham

NEW YEAR: F LY S H ! T O N LY

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B RG AN I DY E M T| O P FHPO RDAGPUH 11 2017

A C C E P TA B L E COVER PHOTOGRAPHY


A C C E P TA B L E COVER PHOTOGRAPHY

FPM | BRAND GUIDE

2017

NOTES FOR THE PHOTOGRAPHERS

The previous images are acceptable for the following reasons: • Ample space alotted around model’s face to put the FPM logo. • Simple, most often flat colored backdrops, yet non-intrusive textures are allowed. Photographer may use any plain colored, studio backdrop, a bare wall, etc. to capture the flypaper cover image(s). No distracting backdrops. • Images portray emotion, as well as being strong, yet simple compositions. • Natural lighting and or studio lighting was properly used to portray true essence of model(s).

GENERAL NOTES

• Lighting pending based on project per photographer’s disgression/personal style. • Images must be shot in Camera RAW format. • Images must maintain a quality of 300 dpi minimum. • Post production of images is permitted, if not encouraged (to a reasonable extent) to give the images an extra pop as they are the face of FlyPaper Magazine for that corresponding month. • Given the varying cover dimensions, there will often be a slight crop to any cover images submitted. • All imagery must be original. • No blurry images unless contextually relevant to cover shoot. • No pixelated images. • Photographer releases rights to Flypaper Magazine to use imagery for sake of promotion of the publication in the forms of social media, web, print, etc. Flypaper maintains the rights to edit any and all photography used for sake of promotion to fulfill creative requirements. Photographer maintains the ability to use their images for promotiona/portfoliol use but they will not be able to sell or reissue/redistribute to any other clients/individuals/organizations. Flypaper Magazine is not liable for any misuse of creative property as the photographer agrees to give Flypaper Magazine full ownership of imagery/creative property.

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U N A C C E P TA B L E COVER PHOTOGRAPHY

NOTES FOR THE PHOTOGRAPHERS

These images are unacceptable for the following reasons: • The image in the top left is cropped too tightly to allow ample space around model’s face to put the FPM logo. • Distracting backdrops brings focus away from the model.

FPM | BRAND GUIDE

2017

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FPM | BRAND GUIDE

2017

SOCIAL MEDIA ASSETS TO A C C O M P A N Y M O N T H LY C O V E R To accompany each month’s cover design, the designer and/or photographer is responsible for creating social assets for Facebook to the extent of a profile picture and cover photo. Must adhere to current image sizing as per Facebook’s requirements. See examples of social assets below. Templates will also be included with the cover template.

COVER PHOTO (FACEBOOK)

FONTS

PROFILE PICTURE (FACEBOOK)

The primary fonts for Flypaper Magazine are Gotham and Adobe Caslon Pro. They are to be used when creating each month’s cover as well as corresponding social media assets. Fonts included with creative package if designer and/or photographer does not already have them. No other fonts may be applied. Font size and placement is to remian unchanged.

GOTHAM (seen at 16pt) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ADOBE CASLON PRO (seen at 16pt) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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FlyPaper Brand Guide 2017