Be Upbeat Brand Guidelines

Brand Guidelines

Spring 2024

Goal & Purpose

The goal of these brand guidelines is introduce you to Be Upbeat and what the campaign is about.

Looking through these pages you’ll learn everything you need to know about keeping the brand upbeat through the use of our visual guidelines. This includes elements such as brand colors, typefaces, iconography, and the correct usage of our logo.

Understanding and implementing these guidelines will insure that the Be Upbeat campaign lives up to its name.

Primary Logo & Rules

Secondary Logo & Rules

Primary Icon & Rules

Logo Dos & Don’ts

Brand Colors

Color Combinations TYPOGRAPHY |

Brand Typefaces Rules & Hierarchy

OUR BRAND

About Us

The Be Upbeat campaign was created in hopes bringing light to and making up for the lack of funding provided by university administrations in favor of collegiate marching bands in the American Midwest. We strive to enhance the experience of band programs and their impact on school spirit both on and off the field. We want to encourage and financially assist programs to help them march forth.

Brand Personality

COMMUNITY BASED DEDICATED EXPERIENCED HIGH-SPIRITED SPUNKY

Our Mission

To motivate and facilitate fundraising initiatives for faculty and students involved in collegiate athletic band programs across the Midwest while also financing future projects that will enhance the overall student experience within a marching band

Our Vision

To establish a campaign that showcases the importance of musical performances on the game day experience and to establish a band program’s purpose within their respective college communities.

LOGO IDENTITY

Primary Logo & Guidelines

Secondary Logo & Guidelines

Primary Icon

Logo Do’s & Dont’s

Primary Logo

This is the primary logo for the Be Unbeat campaign. It was created using the Be Upbeat typeface, It is set up in such a way that highlights “Be” within “Upbeat” despite the two words being merged.

Clear Space & Sizing

PRIMARY LOGO

The primary reason for these guidelines is to ensure that the logo continues to be legible and identifiable as the Be Upbeat logo. The logo should be the key point of wherever it is placed.

SIZING REQUIREMENTS

Minimum size allowance:

• Print: 1 inch (Length)

• Digital: 96 px (Length) 1 inch

CLEAR SPACE REQUIREMENTS

Created with “B“ used in primary logo

Secondary Logo

The secondary logo is in a more traditional, straight line set up that is used whenever it fits a design layout better. t uses the same Be Upbeat typeface but presents the logo in a more versatile format.

Clear Space & Sizing

SECONDARY LOGO

The primary reason for these guidelines is to ensure that the logo continues to be legible and identifiable as the Be Upbeat logo. The logo should be the key point of wherever it is placed.

SIZING REQUIREMENTS

Minimum size allowance:

• Print: 1 inch (Length)

• Digital: 96 px (Length)

CLEAR SPACE REQUIREMENTS

Created with “B“ used in secondary logo

Primary Icon

The primary icon is created to reflect the shape of a trumpet, one of the most critical instruments within a marching band. The curves that make up the icon are meant to compliment the shape of the letters within the Be Upbeat logo.

Clear Space & Sizing

PRIMARY ICON

The primary reason for these guidelines is to ensure that the logo continues to be legible and identifiable as the Be Upbeat logo. The logo should be the key point of wherever it is placed.

SIZING REQUIREMENTS

Minimum size allowance:

• Print: 1 inch (Length)

• Digital: 96 px (Length) 1 inch

CLEAR SPACE REQUIREMENTS

Created with ““ used in primary icon

Dos Don’ts

The logo was carefully designed in a way that visually best represents our brand . It’s important to avoid changes to the brand that could compromise it’s significance.

upbeat

Change the typeface of the logo

Adjust the stroke/add a stroke to the logo

Adjust the position of letters within the logo.

LOGO DO’S

Understand the concept of the logos composition

Use approved brand colors to present the logo in a visually flattering way.

Apply these rules to both logo variations and all icons.

(Primary and supporting icons)

Use colors outside brand color pallet

Tilt the logo

Use multiple colors in one logo instance

Outline any aspect of identity design

Stretch or condense the logo

Add effects or filters to logo

BRAND COLORS

Brand Colors

Color Combinations

Primary Secondary

Primary colors should be used dominantly on any asset or logo concept. These colors should always be paired with at least one secondary color.

LIGHT BLUE

HEX: B6DDDD

RGB: 182, 221, 221

CMYK: 33, 0, 14, 0

TEAL

HEX: 1A6470

RGB: 26, 100, 112

CMYK: 100, 44, 47, 18

ORANGE

HEX: BF593A

RGB: 191, 89, 58

CMYK: 9, 80, 89, 1

Secondary colors are used to compliment the primary colors and shouldn’t be used alone or in dominating placements.

LIGHT TEAL

HEX: 71B0B0

RGB: 113, 176, 176

CMYK: 69, 8, 34, 0

BURNT ORANGE

HEX: 99221F

RGB: 153, 34, 31

CMYK: 21, 100, 100, 12

BASS BLUE

HEX: F3FFFF

RGB: 11, 22, 53

CMYK: 97, 88, 47, 63

TREBLE WHITE

HEX: 0B1635

RGB: 243, 255, 255

CMYK: 5, 0, 1, 0

Color Combinations

These are examples of color combinations that are acceptable when designing assets for our brand. Combinations should have high contrast and colors should compliment each other well.

Color combinations should often be made up of a pair including a primary color and a secondary color.

TYPOGRAPHY

Brand Typefaces

Rules & Hierarchy

Be Upbeat HEADER

The Be Upbeat Logo was created using a custom typeface of the same name. It was created with curves that reflect stylized sound waves.

Raleway Medium, Regular, Light

Raleway is used to compliment the slim figure of the Be Upbeat typeface and for its large type family. It is also the only other typeface used in this brand for that reason.

Rules & Hierarchy

The typefaces should be used a ccording to these rules.

HEADER

Typeface: Raleway Bold

Leading: 100%

Kerning: Metrics

Tracking: 0

SUB-HEADER

Typeface: Raleway Bold

Leading: 100%

Kerning: Metrics

Tracking: 0

BODY 1

Typeface: Raleway Medium

Leading: 100%

Kerning: Metrics

Tracking: 0

BODY 2

Typeface: Raleway Regular

Leading: 100%

Kerning: Metrics

Tracking: 0

HEADER Subheader

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Caption

CAPTION

Typeface: Raleway Light

Leading: 100%

Kerning: Metrics

Tracking: 0

If needed, leading may be adjusted to fit a space, but keep it tasteful.

DESIGN ELEMENTS

Iconography

Illistrations

Musical Icons

These instrument icons were designed to compliment the shape of the primary trumpet-shaped icon. They were designed to add variation to design choices while also introducing patterns within the campaign. The music note icons are used to create movement throughout designs.

TRUMPET

SAXOPHONE

TROMBONE BASS DRUM

Illustrations are used to break up space and as a visual interest within Be Upbeat design assets

APPLICATION

Website

Brochure

Packaging

Apperal

Website

The Website serves as the main hub for information regarding the Be Upbeat campaign. The campaign spreads across multiple universities throughout the Midwest so the website will also serve as a central place with information about the campaign.

Brochure

The Brochure serves as a quick introduction explaining the basis of the Be Upbeat campaign. It can easily be handed out to potential supporters and based both on university campus (such as music/art schools) or mailed out to those who aren’t able to access a participating campus.

Package

The packaging deliverable will serve as a fun incentive for supporters. These will include apparel items (delivered in designed packaging) which can either be used as prizes or merchandise (TBD).

Merch

This is the primary logo for the Be Unbeat campaign. It was created using the Be Upbeat typeface, It is set up in such a way that highlights “Be” within “Upbeat” despite the two words being merged.