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What is a brand?............................................. 2

BRAND APPLICATIONS

Laboratory of Movement Brand

Typefaces ..................................................... 18 Photography ................................................. 19 Business Cards ............................................ 20 Letterhead........................................................... 21

Who is Laboratory of Movement?................... 3 Using the Laboratory of Movement brand...... 4 Brand Tone .....................................................5 BRAND ELEMENTS Logo....................................................................... 6 Tagline.................................................................... 7 Colored Circles ...................................................... 8 Spacial Relationships ............................................ 9 Logo Usage Guidelines ....................................... 10 Using Backgrounds ............................................. 11 Mistreatment........................................................ 12 Color .................................................................... 13 Representation .................................................... 15 Color Palette ........................................................ 16

Envelope ............................................................. 22 Promotion/Advertising ........................................ 23 Advertising........................................................... 24 Nametags ........................................................... 25 Presentation Folder............................................. 26 Promotional Merchandise .................................. 27 Web ....................................................................28 Promotional Video ..............................................29

BRAND CONTACT

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A brand is all of the things—tangible and intangible—that contribute to a company’s image. “Simply put, a brand is a promise…
it delivers a pledge of satisfaction and quality.” -Walter Landor

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Who is Laboratory of Movement? Laboratory of Movement offers unique and exciting programs that empower students. Through movement-based creative expression as well as discussion, students develop deeper understanding of ideas that matter. Programs include:

•Core Creativity •Show U •Live Documentary of Dance.

3


Using the Laboratory of Movement brand The Laboratory of Movement brand identity is one of a kind. Any time the visual elements of brand identity are displayed, they represent the organization as a whole. To ensure that Laboratory of Movement maintains a consistent and professional reputation in the community, display of visual brand identity elements should always adhere to the guidelines in this manual.

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Brand Tone The voice of Laboratory of Movement is friendly, positive, and engaging. We are passionate about what we do. The Laboratory of Movement brand voice is conveyed visually through the use of friendly photographs, upbeat colors, circles that convey a joyful tone, along with a playful typeface.

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Logo The Laboratory of Movement logo includes a microscope to represent discovery and experimentation, which are important to our approach to learning. The blue circle within the microscope emphasizes structure and stability, much like the support that Laboratory of Movement staff provides for students who are exploring ideas in a new way through Laboratory of Movement’s programs. The typeface of the logo, Andrea Karime, is playful and represents the joyful attitude of the organization.

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Tagline The tagline for Laboratory of Movement is “not your average educational outreach�. This statement emphasizes, in a playful way, that Laboratory of Movement programs are distinctive in comparison to other arts education programming.

not your average educational outreach not your average educational outreach

The tagline must always be displayed in the typeface Helvetica Neue Regular. The tagline must be shown in Teal or Black. The tagline must always be typed in all lowercase letters. The tagline must always be on one line as shown to the right. If the tagline is used with the logo, it must be directly under the logo, using the minimum safe area as described on page 9. See example to the right.

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Colored Circles The use of multiple “bouncing� colored circles as a design element represents the playful, energetic tone of Laboratory of Movement programs. See page 14 for color chart.

8


Spatial Relationships

1.3684 in.

Size Restrictions The logo should never be presented smaller than 1.3684 in. x 0.7406 in. See figure to the right.

0.7406 in.

Safe Area To maintain the integrity of the logo, the logo should always be displayed with clear space around it. The minimum amount of clear space should equal the diameter of the blue circle within the logo’s microscope, regardless of the size at which the Laboratory of Movement logo is presented. This is shown to the right.

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Logo usage guidelines The Laboratory of Movement logo should not be recreated or altered in any way. The guidelines stated throughout this manual must be applied when using the Laboratory of Movement visual brand identity.

10


Using backgrounds The logo should be presented on a background that provides enough contrast to identify the logo clearly. Examples are shown to the right. The logo should NOT be presented on backgrounds that: •Cause the logo to “blend in” or be difficult to distinguish

•Display patterns Examples are shown to the right.

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Examples of what you can NOT do with the logo: 1. Do not attempt to recreate the logo. 2. Do not change the logo’s orientation. 3. Do not stretch or skew the logo. 4. Do not apply effects (drop shadow, bevel, etc.) to the logo. 5. Do not change the logo color, except as described on page 15 of this manual. 6. Do not crop the logo in any way. 7. Do not surround the logo with any shape. 8. Do not “cut” the logo with images, lines, or graphics.

3 4 2

5

7

6

8

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Color In most circumstances the logo should be presented in the three Laboratory of Movement colors. PMS 2995 M

PMS 432 M

PMS Black 6C 2X

PMS White/Paper

PMS 7486 M

PMS 7486 M

PMS 2995 M

PMS 2995 M

30% opacity

70% opacity

30% opacity

70% opacity

PMS 7486 M 30%, PMS 7486 M 70%, PMS 2995 M 30%, PMS 2995 M 70%, and do not have any involvement with the Laboratory of Movement logo. These colors are incorporated in circles as a design elements through out applications within the brand identity. PMS White/Paper, does not have any involvement with the Laboratory of Movement logo. PMS White/Paper is used as a background color.

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Color

30% opacity

70% opacity

30% opacity

70% opacity

PMS 2995 M

PMS 432 M

PMS Black 6C2X

PMS White/Paper

PMS 7486 M

PMS 7486 M

PMS 2995 M

PMS 2995 M

CMYK 70/15/2/0

CMYK 69/63/62/58

CMYK 0/0/0/100

CMYK 0/0/0/0

CMYK 22/0/66/0

CMYK 22/0/66/0

CMYK 70/15/2/0

CMYK 70/15/2/0

RGB 43/170/221

RGB 51/51/51

RGB 0/0/0

RGB 255/255/255

RGB 205/224/125

RGB 205/224/125

RGB 43/170/221

RGB 43/170/221

HEX #2BAADD

HEX #333333

HEX #000000

HEX #FFFFFF

HEX #CDE07D

HEX #CDE07D

HEX #2BAADD

HEX #2BAADD

14


Representation Grayscale Logo In circumstances where the logo cannot be displayed in full color, the logo should be presented in grayscale form. See example to the right. Black Logo In circumstances where the logo cannot be displayed in full color in promotional items (for example, a t-shirt that has a one color ink job) the logo should be presented in all black. See example to the right. White Logo In circumstances where the background for the logo is too dark and there is not enough contrast to identify the logo clearly, the logo should be presented in all white. See example to the right.

15


Color Palette Black is the approved color for the typeface used within the logo.

Teal is the approved color of the circle within the microscope of the logo.

Under no circumstances should the color of the typeface be changed unless the logo must be shown on a black background.

Under no circumstances should the color of the circle be changed unless the logo is shown in all black, all white, or in grayscale.

In circumstances where the background for the logo is too dark and there is not enough contrast to identify the logo clearly, the logo should be presented in all white.

Teal: PMS-2995M – CMYK 70.37,14.93, 2.11,0 RGB 43, 170, 221 Hexadecimal #2BAADD

Black: PMS-Black 6C 2X - CMYK 0,0,0,100 RGB 0,0,0 – Hexadecimal #000000

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Color Palette Gray is the approved color of the shapes that make up the microscope. Under no circumstance should the color of the shapes that make up the microscope be changed unless the logo is shown in all black, all white, or in grayscale. Gray: (PMS-432M – CMYK 69.48, 63.18, 62.12, 58.36 – RGB 51, 51, 51 Hexadecimal #333333)

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Typefaces The typefaces of Laboratory of Movement are Andrea Karime and Helvetica Neue. Headers and page numbers in print should be set in Andrea Karime or Helvetica Neue Regular. Headers on the web should be set in Helvetica Neue Bold. Navigation on the web should be set in Helvetica Neue Regular, presented in all lowercase. Body copy in any application should be set in Helvetica Neue Regular. If in any instance these typefaces are not available, Helvetica or Arial may be used as an alternative for body text.

Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz !@#$%^&*()_+{}|:”<>? 0123456789 Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz !@#$%^&*()_+{}|:”<>? 0123456789 Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz !@#$%^&*()_+{}|:”<>? 0123456789 Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz !@#$%^&*()_+{}|:”<>? 0123456789

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Photography Photographs used in association with Laboratory of Movement should reflect the organizationâ&#x20AC;&#x2122;s values and tone. Use photos that show smiling students, engaged and friendly instructors, and a positive learning environment. Photos shown to the right are a few examples that fit the Laboratory of Movement brand identity.

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Business Card

Front

3.5 in.

Size â&#x20AC;&#x201C; 3.5 in. x 2 in. Co-Director

Front Logo â&#x20AC;&#x201C; uniformly scaled to the size of 1.3684 in. x 0.7406 in.

(513) 828-9952 44 E 6th street Cincinnati, OH 45202

2 in.

lindsey@laboratoryofmovement.com

Name Title Text: Andrea Karime size=16 pt www.laboratoryofmovement.com

Business Title: Helvetica Neue=12 pt Other Text: Helvetica Neue size=9 pt

3.5 in.

Back

Back Tagline Text: Helvetica Neue size=12 pt 2 in.

not your average educational outreach

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Letterhead

8.5 in.

All formal documents composed by Laboratory of Movement should be presented on this letterhead. This letterhead template is available on the CD provided and can be used in Microsoft Word.

June 20th, 2011 John Smith 467 5th Street Cincinnati, OH 45202 Dear John Smith,

Logo â&#x20AC;&#x201C;uniformly scaled to the size of 2.1059 in. x 1.1398 in. Contact Information Text-Helvetica Neue 16 pt

Suspendisse elementum gravida lorem nec volutpat. In convallis turpis non arcu molestie ultrices. Nunc tincidunt ligula a est ultrices rutrum. Donec magna orci, ullamcorper id congue sed, hendrerit ut massa. Fusce fringilla nisl ut eros mollis a posuere sem convallis. Mauris ac lectus nulla, a faucibus elit. Curabitur neque nisl, vulputate eget ornare ac, commodo eu odio. Praesent mattis interdum tempor. Aenean iaculis nunc nec

11 in.

Ue pharetra semper eu at est. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas vel est id nulla dapibus eleifend. Nam ultricies consectetur dui, ut ornare nisl eleifend consectetur. Integer ac arcu vitae turpis pretium convallis at porttitor dolor. Pellentesque quis erat massa. Vivamus quis dui et lorem rutrum posuere non ac leo. Donec elementum suscipit sem vitae adipiscing. Integer ullamcorper gravida nunc. Aliquam vitae nibh in lectus fermentum tristique sed ac nisl. Donec mattis, libero et viverra molestie, orci dui vehicula massa, vel porttitor dui dolor vitae nunc. Aenean feugiat libero eget nunc accumsan a viverra elit mattis. Vestibulum ac elit eu sem rhoncus venenatis. Sed pretium est sit amet libero hendrerit faucibus. Cras auctor mattis nibh fermentum suscipit. Fusce hendrerit dolor vehicula enim eleifend faucibus. Proin ac sem lectus. Etiam nec dolor at elit pharetra pellentesque id eu nisl.

Best regards

Lindsey Jones Laboratory of Movement (513) 828-9952 lindsey@laboratoryofmovement.com

44 E 6th Street | Cincinnati, OH 45202 | (513) 828-9952 | www.laboratoryofmovement.com

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Envelope Envelope size= #10 (4.125 in. x 9.5 in.) Logo –uniformly scaled to the size of 1.6244 in. x 0.8786 in. Contact Information Text –Helvetica Neue 9 pt 9.5 in.

44 E 6th Street Cincinnati, OH 45202 www.laboratoryofmovement.com

4.125 in.

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Promotion/Advertising Promotional and advertising materials should reflect the Laboratory of Movement brand identity by applying brand elements consistently throughout. Refer to the brochure and nametags as examples on pages 24 and 25.

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Advertising Two print documents have been prepared to assist communication with decision makers in schools: Tri-Fold Brochure: Folded size = 5.5 in. x 5.5 in. Full size= 16.5 in. x 5.5 in. One-Sheet Flyer: 8.5 in. x 11 in.

24


Nametags Disposable adhesive nametags have been prepared for students who participate in Laboratory of Movement classes.

25


Presentation Folder The folder is a brand-consistent professional container for marketing materials or program materials.

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Promotional Merchandise Promotional items for Laboratory of Movement should follow the brand identity guidelines and should always promote the organization in a positive and friendly way. Refer to pages 24-25 for examples. See items below for t-shirt examples. Front

Front

Back

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Web The Laboratory of Movement website applies the elements of brand identity in a manner that is consistent with guidelines in this manual, and also conveys a professional tone in descriptions of the organization and its programs.

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Brand Applications Promotional Video The Laboratory of Movement promotional video applies the elements of brand identity in a manner that is consistent with guidelines in this manual, and also conveys a professional tone in descriptions of the organization and its programs.

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Brand Contacts If you have questions regarding the Laboratory of Movement brand, please contact: Brand Contact Kim Popa Lindsey Jones Jillian Hacker (513) 828-9952 brand@laboratoryofmovement.com Agency Contact Kyle Brinker (513) 240-9064 kyle.a.brinker@gmail.com

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Laboratory of Movement Brand Standards Manual