BRAND GUIDELINES BY N A ĐA STA N OJ E V I Ć
Prepared for : NEW WAVE MAGAZINE
Date of Issue : 16 / 02 / 2020
The New Wave Guidelines
Milan 2020
TA B L E O F CONTENT Welcome 03 About the Manual
05
Identity & Core Values
06
Logo and Brand Colors
08
Typography and Hierarchy
10
Stationery 12 Corporate Images
15
Iconography 17 Grid Systems
18
Moodboards 20
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The New Wave Guidelines
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Welcome N E W WAV E I S A N A R T MAGAZINE, A BRAND WITH C L E A R I D E N T I T Y A N D VA LU ES SUCH AS FAIRNESS, SOCIAL AWA R E N E S S A N D C R E AT I V I T Y. These guidelines describe
Each of us is responsible for
visual and verbal elements
protecting the company‘s
that represent New Wave‘s
interests by preventing
corporate identity. Sending
unauthorized or incorrect
a consistent and controlled
use of the New Wave‘s
message of who we are
name, visuals and marks.
is essential to present a strong, unified image of the company. These
Manual will be used for all future editorials, covers, and articles, as well as the
guidelines reflect New
advertising of the product.
Wave‘s commitment
Along with guidelines, the
to quality, style and consistency. Valuable company
elements such as core values, grids, moodboards, style and advertising materials are also
assets to New
featured in the instruction
Wave are surely
manual, thus providing
logo, colors,
more information and ideas
name, and many
regarding the brand image
identifying elements.
and the project itself.
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The New Wave Guidelines
Milan 2020
ABOUT THE MAGAZINE The New Wave is a magazine which collects projects and articles about art, as well as the ones about issues in today‘s society, fashion, food and photography. All centered around strong visual language as a bold statement.
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EDITORIAL D E PA RTM E N T S 01.
— SOCIETY & ART
02.
— FASHION & ART
03.
— FOOD & ART
04.
— PHOTOGRAPHY & ART
Articles connected to different issues in society such as body positivity, albinism, insecurities, stereotypes and sexism.
Section dedicated to fashion editorials done in an artistic way through the lens of creative photographers.
Not only as the accessory, but as a way of expressing and discussing about the way food is made nowadays.
As well as in fashion, there are current trends in photography that will be addressed in this editorial department.
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The New Wave Guidelines
Milan 2020
magazine i n f o r m at i o n — size A4 (210mm x 297mm)
— price 5 € for a perfect bound magazine with over 116 pages
— where Magazine stores, libraries, photography studios
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The New Wave Guidelines
Milan 2020
PRINT GRID SYSTEM GRID SYSTEMS : The grid serves as an armature on which a we organize graphic elements. For New Wave, the use of two, as well as three column is present, thus there is no strict grid, but it is rather about organizing content geometrically and keeping the creative input of the editor.
THE GRID SYSTEM IS AN AID, NOT A GUARANTEE.
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The New Wave Guidelines
ART SPEAKS WHERE WORDS AREn‘t ABLE TO EXPLAIN. 8
Milan 2020
The New Wave Guidelines
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LOGOTYPE 0.5 x
0.5 x
0.5 x
W N E W WAV E
1
/2 x
1.5 x
1
/2 x
1
/2 x
N E W WAV E
x
1
x
/2 x
New Wave‘s logo is made as a logo type that has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Couture Bold and has also been chosen to compliment and balance perfectly the style inside the magazine itself. Black has been chosen as a strong color that is also modern, classic and timeless. The main logo is dark logo used on white or colored
1. Do not place the logo type on 2 lines 2. Do not invert the logo symbol 3. Do not alter the logo symbol 4. Do not alter the logo type style 5. Do not change the size relationship between the logo symbol and logo type. 6. Never change the proportions of the logo vertically or horizontally or alter the appearance in any way
background, but for darker backgrounds can be used in alternative colors.
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The New Wave Guidelines
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COLOR NAME PANTONE BLACK 6C R: 0 G: 0 B: 0 (For Web Use Only) C: 91 M: 79 Y: 62 K: 97 (For Printing Use Only)
COLOR NAME PANTONE 419 U R: 87 G: 87 B: 86 (For Web Use Only) C: 0 M: 0 Y: 0 K: 80 (For Printing Use Only)
COLOR NAME PANTONE 7405 C R: 242 G: 205 B: 0 (For Web Use Only) C: 0 M: 8 Y: 100 K: 1 (For Printing Use Only)
COLOR NAME PANTONE 485 XGC R: 205 G: 23 B: 25 (For Web Use Only) C: 15 M: 100 Y: 100 K: 0 (For Printing Use Only)
COLOR NAME PANTONE 3252 CP R: 111 G: 193 B: 183 (For Web Use Only) C: 52 M: 0 Y: 62 K: 0 (For Printing Use Only)
We have selected Adobe Caslon Pro as the font used for all body text, while Couture Bold and Lato are used for headings and some captions. Since it is a magazine, use of other creative fonts is appreciated, but not necessary. 10
BRAND COLORS
The New Wave Guidelines
Milan 2020
TYPOGRAPHY
PRIMARY FONT
COUTURE BOLD ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890% SECONDARY FONT
Adobe Caslon Pro
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$% THIRD FONT
Lato
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$% 11
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Image Moodboard
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The New Wave Guidelines
Elements Moodboard Color Combinations Mood board, as well as color combinations and textures are useful for establishing the aesthetic WINTER
SPRING
SUMMER
feel of a design structure. Things explored give the overall
Textures and Patterns
look and feel of the design. By looking at the colors, textures and pictures, idea
Lines
SHADOWS
GEOMETRY
is that they will evoke a specific style or feeling that is present throughout the New Wave magazine..
modern
minimal
FREE
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COVER GUIDELINES
— TITLE Black or White
BARCODE —
— IMAGE Full spread
Price —
Indicated on the spine
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— HEAD TITLE Main topic of the issue
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The New Wave Guidelines
COVER EVOLUTION
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W W W. N E W WAV E . C O M
