Rebeca Garcia_Brand guide

Brand Guide

CONT 01

02 Logo

How not use

Tone of voice

Logo variations

the brand

About

03

TENT 04

Colour Palette

05

Typography

06

Image Guidelines and Master page

ABOUT

About this magazine My project consists of developing a magazine (digital and print) focused on legends, paranormal stories, science fiction, and popular myths of Canada, with the aim of promoting Canadian culture and offering new immigrants an opportunity to learn about the traditions and stories that form part of the country’s identity, many of which are unknown to those who have just arrived. The magazine will feature stories based on local culture and in the public domain, allowing their use without the need for copyright permissions.

Additionally, it will include a special

section where the best stories submitted by “readers” from diverse cultures and backgrounds, both temporary residents and citizens, will be published, promoting integration and connecting the cultural diversity of Canada.

Illustrations and photographs will be used to complement the stories, creating an atmosphere of tension, suspense, and mystery to capture the readers’ attention and enrich their experience as they immerse themselves in these tales.

Tone of voice The tone of voice in writing is the way the author conveys their attitude and intentions through words, grammar, syntax, and overall approach.

In this magazine, a mysterious and suggestive tone will be used, leaving room for the reader’s imagination and contributing to the creation of suspenseful and psychological horror atmospheres. Additionally, a narrative

that alternates between the first person (I, we) and third person (he, they, she, etc.) will be employed to enrich the reading experience.

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Primary The Black Moon logo is designed to reflect the mystery and terror of the magazine.

The typography features letters with irregular, dripping edges that resemble flowing blood. This visual element draws inspiration from classic vampire stories and gothic horror, creating a dark and eerie atmosphere.

Although the magazine won’t focus exclusively on vampire tales, the design aims to immediately convey that its content will explore various forms of horror —from the supernatural and psychological to the macabre and fantastical— capturing the interest of readers who are passionate about the genre.

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The name “Black Moon” reinforces the dark, paranormal atmosphere, inviting readers to explore suspenseful stories and legends.

The bold, contemporary typography complements the eerie feeling, creating a visual identity that appeals to enthusiasts of the horror and mystery genres, highlighting themes of the unknown and the paranormal.

Logos In cases where the illustrations are particularly dark, the text will be rendered in white or red to create a contrast that ensures readability against the background.

Additionally, in certain cases and when the background allows, light reflections may be added to the logo to enhance the atmosphere and improve its visibility.

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ICONS In many cases, such as on the cover of this edition, the logo is presented alone, without the illustration of the moon. This is because the cover includes several elements, and in order to maintain the visual balance of the magazine, only the “Black Moon” lettering is used. These can be implemented in any of the authorized colors from the palette, with the aim of contrasting appropriately with the various backgrounds used throughout the magazine.

The moon logo can be used in situations where advertising requires it to identify the brand.

The crescent moon logo maintains the same visual language as the Black Moon logo, as it shares the irregular edges and a shape that evokes the image of flowing blood.

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Wrong use of logo On the other hand, modifying the color of the logo will not be allowed, except for the five authorized colors, as any alteration would compromise the essence of the magazine, giving it a more childish appearance.

Rotating the logo or placing solid color blocks in the background

to create contrast will also not be permitted, as various versions of the logo in different colors have been approved for this purpose. Finally, the original design must not be altered into a two-line format, as this completely disrupts the distinctive curvature of the logo.

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EE2228 CMYK: 0% 98% 95% 0% RGB: 238 34 40

000000 CMYK: 75% 68% 67% 90% RGB: 0 0 0 0

FFFFFF CMYK: 0% 0% 0% 0% RGB: 255 255 255

FCEE25 CMYK: 4% 0% 92% 0% RGB: 252 238 37

69BD45 CMYK: 63% 0% 100% 0% RGB: 105 189 69

COLOUR

PALETTE The colors selected for the magazine’s color palette are bright and contrasting tones that stand out against gloomy and dark environments. Since this is a magazine with horror content, the atmosphere and illustrations will mostly consist of dark and neutral tones, such as black and white. Therefore, vibrant colors will be used to highlight key elements like titles and other graphic resources, in order to create contrast and establish a clear visual hierarchy in each story.

1.-#FFFFFF(White): This color is used to ensure clarity and contrast in visual elements, especially when highlighting the logo and improving readability on dark or detailed backgrounds.

2.- #EE2228 (Bright Red): This red tone evokes intensity and danger, reflecting emotions such as fear and alertness. It is associated with suspense and psychological horror, key elements in the magazine’s stories.

6.- #69BD45 (Vivid Green): This green represents life and vibrant nature but can also symbolize uncertainty or threat in supernatural contexts. This color was selected to contrast and highlight elements like titles, among others.

editorial design, and advertising.

8.- #000000 (Black): Black is the color of darkness and void, essential for creating strong contrasts and generating an atmosphere of suspense and mystery.

7.- #FCEE25 (Bright Yellow): It is a striking, energetic, and highly visible color, which is why it is often used to highlight important elements, warning signs,

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TYPOGR

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Title

Secondary title

Subhead

creepster

Bebas neue

ACTIVE

Horror-style typography, to highlight the mysterious and terrifying character.

Its slightly distorted appearance and angular shape evoke a sense of the supernatural and macabre, aligning with the central theme of suspense and psychological horror.

When used for the titles, it creates a strong first visual impression, immediately capturing the reader’s attention.

A modern sans-serif typography with thick strokes, ideal for subtitles due to its readability and visual impact. Its use in subtitles maintains a balance between the traditional and the modern, helping to effectively guide the reader through the content.

It is a sans-serif typography that conveys dynamism and modernity. It is clear and easy to read, making it an excellent choice for subheadings. Its simple and direct style complements the more ornamental fonts of the titles and subtitles, ensuring that the visual hierarchy is clear and that the subheadings stand out without being too overpowering.

RAPHY Text

Captions

Quotes

Garamond

Monserrat

Superpop

It is a modern, clean sans-serif typeface, highly legible in both small and large sizes, making it a functional choice for descriptions or captions. Its geometric and contemporary style also adds an elegant and professional touch to the magazine without compromising the clarity of the information.

It is a versatile option that is not only suitable for titles but also adapts well to smaller text bodies, such as captions.

Additionally, being such a popular and widely used typeface, it has excellent readability on both digital devices and print.

“Superpop” is a bold and playful typography, suitable for highlighted quotes. Its fun and distinctive shape makes the quotes stand out within the text, adding a touch of freshness that captures the reader’s attention.

Its use for quotes adds dynamism and energy, complementing the lively and tense atmosphere the magazine aims for as a whole.

It is a classic serif typography that offers excellent readability and an elegant tone for the body text. Its sophistication and smooth lines make reading comfortable over long periods, which is essential for a magazine featuring stories. Additionally, its timeless appearance reinforces the sense of seriousness and depth, maki myths, and psychological horror tales.

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IMAGE GUIDELINE

Merchandising and Print

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Designed by Rebeca Garcia 2025

Black Moon Magazine, 2025 first edition