Tower: Brand Guidelines

FALL 2019

Photography By Claire Nitchman

By Quinnton Barringer, Emily Ho, & Brandon Lin

TOWER BRAND GUIDELINES

ACT 1: RESEARCH 7. Intros Are In Order 8. We Got History 10. New Stage, New Ideas 11. The New Direction 12. Our Mission 14. Keywords 16. The Soul 18. People Who Love Us 21. Edwin 23. Daria 25. Sylvia 27. Selene 29. David 31. Marissa 33. Hayden

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ACT 2: BRAND DEVELOPMENT 46. It’s a Process 48. The Old Brand 51. The New Brand 52. Sketches 54. Digitals

36. The Thrill of The Fight

56. The Final Mark

38. Direct Competitors

58. Logo Typeface

39. Indirect Competitors

60. Word Mark Construction

40. Aspirational Competitors

62. Similar Marks

43. SWOT Analysis

63. Competitors

ACT 3: VISUAL GUIDELINES 66. Living Color 68. Just My Type 70. Display 72. Headings, etc.

74. Body Copy

92. Brand Extensions 94. State Tour Contracts 94. Karaoke Nights 94. Music Trivia Nights

76. One Voice One Spirit 78. On Film 82. The Logo 83. Logomark 84. Wordmark 85. Lockup Variances 86. Color Variances 88. Clear Space 90. Minimum Sizing 91. Don’t Do This

94. Roadie Pass 97. Local-Inspired Cocktails 97. Audio Equipment 97. Meet-the-Band Events 97. Tower Music Podcast 98. Record-Listening Booths 98. Stand-Up Comedy Nights 98. Audio Internships 98. Tower Magazine 100. Merch Stand

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POP HIP-HOP ROCK JAZZ & METAL RAP ELECTRONIC

ACT 1: RESEARCH

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SKA DISCO & REGGAE PUNK NEW WAVE HARDCORE

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We messed up. Times changed and Tower Records decided not to change with them. And since we’re all adults here, we can accept the fact that we messed up, take a step back, and reevaluate our position. Tower Records was brilliant while it lasted, but it’s time for a

INTROS ARE IN ORDER

INTROS ARE IN ORDER new plan. We’re stripping away the stiff, cold, corporate feel and shifting our focus to the people. We are at their service. We’re a platform for artists and a gathering place for their fans. We owe it to ourselves to be better than ever before, and to go with the flow.

We can change and we can do more.

We are Tower.

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WE GOT HISTORY

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WE GOT HISTORY

WE WERE BORN DIFFERENT. INDEPENDENT FROM THE BEGINNING, WE HAVE A HISTORY OF EMBRACING THE CRAZY AND BEING THE FIRST OF OUR KIND.

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1980: Expanded to over 200 locations around the world

1960: The birth of Tower Records in Sacremento, CA

PAST

2006: All locations shut down

2001: Lost $90M due to online piracy

1995: Became first online music retailer

FUTURE

2022: Expand with more locations in Sacremento, San Diego, and Los Angeles, CA

2020: The rebirth of Tower located in San Francisco, CA

2026: Open doors in state clusters nationwide

2023: Open locations in more select states across the nation

NEW STAGE, NEW IDEAS

PAGE TITLE

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Tower Records began as a community-focused music store where people could come and browse music of every type.

We at Tower have decided to keep that at the heart of our brand. Except instead of being a place to just browse music, we’re a place you can come to hear music.

NEW STAGE, NEW IDEAS

THE NEW DIRECTION

And music of all types. We pride ourselves in not having a “sound.” Every single city has a different thing to offer, different bands, different cultures, different styles and different flavors, that we want to bring to the forefront of our venues. You’re an indie folk band?

You have a place here. You’re a classical quartet? Tower is your venue. You’re a Mongolian throat singer who sings duets with a ventriloquist doll? Whatever floats your boat, pal. So long as you can fill those seats, the stage is yours. We are a pedestal upon which you sit, we elevate you and bring your unique voice and sound to a public audience, and we will do so with pride.

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OUR MISSION

AN INCLUSIVE VENUE IN REGIONAL LOCATIONS THAT PROVIDE VOICES FOR THE COMMUNITY AND OPPORTUNITIES FOR THOSE WHO DARE.

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KEYWORDS

LOCAL

Every city has its character; together, we bring it to life. Show people what it means to be from your hometown, show them that different sense of pride.

ICONIC

Transcending music, fashion, and culture.

We are the symbol for the next generation of artists.

CULTURE

Part of it, added to it, and expanding on it. Manifesting character in people since the beginning of album releases.

AUTHENTIC, GRUNGY, CRAZY & INDEPENDENT 14

WILD

From the garage to the stage, anti-everything. Untamable from birth, we are the trendsetters.

Unverifiable parties and borderline degenerates turn into glorious stories.

Creating an epic backstage experience for all.

FREE

NEW STAGE, NEW IDEAS

LEGENDARY

In thought, in expression, and in life. This is not just a brief moment in time, this is anything you want it to be.

BOLD, TRAILBLAZING, WITTY & UNAPOLOGETIC 15

THE SOUL

Keepin’ it local 16

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PEOPLE WHO LOVE US 18

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Country

EDWIN AGE 22 [DOWNTOWN SUBURBIA]

“

I’M A MAN OF FEW WORDS. I LIKE TO DO THINGS MY WAY AND I LOVE MY COUNTRY. LOVE BALLADS, WHISKEY, AND A GUITAR; NOTHING BEATS IT.

PEOPLE WHO LOVE US

”

EASY-GOING LOVESICK PASSIONATE CULTURAL 21

Punk

PEOPLE WHO LOVE US

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DARIA AGE 22 [INNER SUBURBIA]

“

”

PEOPLE WHO LOVE US

I WANT TO BE FREE FROM ALL THAT BINDS US TO THE IDEA OF CONFORMING TO SOCIETY’S STANDARDS. JAMMING OUT IN MY FRIEND’S GARAGE OR THE LOCAL BAR, WE’RE DOING IT.

EYE-LINER RADICAL COUNTER-CULTURE REBELLIOUS 23

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Hip-Hop

SYLVIA AGE 23 [INNER CITY]

“

I DO IT FOR MY CITY. I LIKE TO THINK MY FRIENDS AND I SET THE TRENDS. SOME MIGHT CALL US HYPEBEASTS, BUT I LIKE THE TERM EXCLUSIVE.

PEOPLE WHO LOVE US

”

EXPLICIT RAW ATTITUDE OPPOSITION 25

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Rock

SELENE AGE 19 [INLAND EMPIRE]

“

”

PEOPLE WHO LOVE US

HERE FOR THE THRILLS, CHILLS, AND NO FRILLS. THIS IS MY LIFE AND IT’S AN ENDLESS PARADE. I LOVE WORKING ON MY TRUCKS AND ROCKING OUT WITH MY FRIENDS.

VINTAGE LEGENDARY GLAMOROUS FAST-PACED 27

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R&B

DAVID Age 35 [METROPOLIS]

“

”

PEOPLE WHO LOVE US

THERE’S JUST SO MUCH PASSION IN MUSIC AND R&B REALLY EXPRESSES ALL OF THAT. JUST CRUISING AROUND AND LISTENING TO A GOOD TRACK BRINGS BACK ALL THE FEELS.

SOULFUL PERCEPTIVE MELLOW DELIGHTFUL 29

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Alternative

MARISSA Age 25 [SUBURBIA]

“

”

PEOPLE WHO LOVE US

MY KIDS ARE MY FIRST PRIORITY. BUT DON’T GET ME WRONG, I STILL LIKE GOING OUT WITH FRIENDS, WE’RE JUST NOT AS CRAZY AS WE ONCE WERE. I’D ALSO MUCH RATHER HAVE A BBQ AT MY PLACE.

RELAXED GRASSROOTS CHARMING STRAIGHT-EDGE 31

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K-Pop

HAYDEN Age 16 [SUBURBIA]

“

”

PEOPLE WHO LOVE US

I’VE ALWAYS LIKED POP MUSIC BECAUSE OF THE VIBES. K-POP GIVES ME A VERY UPLIFTING FEELING AND IT’S SO EASY TO DANCE TO. WE’RE THE NEW AGE OF POP!

DANCE UPLIFTING ACCESSABLE POPULAR 33

PLAY YOUR MUSIC, WE’LL SET THE STAGE. LET’S MAKE HISTORY, TOGETHER.

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THE THRILL OF THE FIGHT We live in a cold cold world and our competitors help keep us on our toes. Standing out from the crowd is mandatory, so we’re always pressing the trends forward.

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THE THRILL OF THE FIGHT

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DIRECT COMPETITORS

LOCAL VENUES

With a variety of large music venues in every city, any of these event spaces on any given night can take from our patrons. However, Tower brings culture and fandom to each artist in a different way and opens up an opportunity for people to hear new music in a nontraditional (or modern) way.

EMPORIUM SF

A place of entertainment that includes arcade games, drinks, art display, and live DJs. They host the complete party for individuals and group events alike.

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INDIRECT COMPETITORS

SPOTIFY MUSIC

A live music venue, nightclub, and overall event space for new and upcoming artists. They host performances in a variety of genres from R&B to Indie-rock.

With 50 million songs in their library, Apple Music is a native music app for Apple users. You can download and get exclusive content only found on Apple Music.

THE THRILL OF THE FIGHT

APPLE MUSIC

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ASPIRATIONAL COMPETITORS

THE FILLMORE SF

Starting off as a dance hall in the early 30s under a different name, they’ve been around the counterculture and radical political scene in San Francisco since then.

They’ve proven the test of time and have represented the creative music scene since James Brown.

MEZZANINE

A platform of music for everyone. One of the largest subscription-based music streaming services. With millions of tracks, they curate playlists according to your music preferences.

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SWOT ANALYSIS

STRENGTHS

• Expanding on a powerhouse name in the music industry.

• Bringing raw interaction with artists back into the music scene.

• Reintroducing a unique experience to listen to music.

WEAKNESSES

• Younger generations might not know about Tower Records.

• People who do remember the name might not feel interested in that environment anymore.

• Expand on local music bands to create a cult fan base.

• Reviving an arcade game industry that was slowly dying off to computer/tv screens.

• Create a new experience for music listeners to find new music.

THREATS

THE THRILL OF THE FIGHT

OPPORTUNITIES

• Potential competitors for different music genres.

• Too abrasive for some patrons.

• Performing artist has too small or local of a name to make an impact.

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INDIE LO-FI RAGTIME & PARODY EDM VAUDEVILLE

ACT 2: BRAND DEVELOPMENT

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BLUEGRASS & HONKY TONK BREAKCORE DANCE BOP

IT’S A PROCESS

It took a lot for us to get where we are today. Through

a very thorough analysis of the old brand, and extensive research into the music scene as it exists today, we have turned over a new leaf. Gone are the days of stuffy record stores with halfway-organized racks with hundreds of records lining them. Times are a-changin’ and it’s about time we did too.

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THE OLD BRAND We understand that Tower Records holds a lot of nostalgia for a lot of people. The bright colors, the smell of old vinyl, the hundreds and hundreds of records lining every rack. Tower Records stores always seemed to feel underground and each one was unique.

The band paraphernalia lining the walls was always succeptable to change. But if there’s one thing Tower Records did that made it stand out among the crowd, it’s that it would always be locally-focused.

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IT’S A PROCESS

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THE NEW BRAND

IT’S A PROCESS

WE WILL STAY UNAPOLOGETICALLY LOCAL. STILL UNDERDOGS AT HEART, WE LOVE THE CULTURE AND WILL ALWAYS GIVE OUR COMMUNITY A VOICE.

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SKETCHES

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IT’S A PROCESS

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DIGITALS

The vertical bars that fill the circle in Tower’s logo came about after an exploration in morse code, one of the earliest forms of electronic communications.

The pattern of dots and dashes that spell out the word tower, when pushed together, create the bars that are integral to the logo. You can see a more defined varient of these dots and dashes in the fifth row down on the opposite page.

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415

415

IT’S A PROCESS

415

TOWER

916

TOWER

415

415

TOWER 55

THE FINAL MARK

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IT’S A PROCESS

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Mono 45 Headline LOGO TYPEFACE This typeface is to be used for the Tower logo only.

We have a seperate section that talks about typography for every other place you see words, but this typeface, Mono 45 Headline, is reserved solely for the logotype.

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IT’S A PROCESS

abcdefghijklm nopqrstuvwxyz 1234567890!/>

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WORD MARK CONSTRUCTION

BEFORE

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AFTER

IT’S A PROCESS

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SIMILAR MARKS

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COMPETITORS

IT’S A PROCESS

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TRADITIONAL TRIP HOP & DUBSTEP TRAP PROGRESSIVE

ACT 3: VISUAL GUIDELINES

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HOUSE D&B & MOTOWN FUNK ORCHESTRAL BAROQUE

LIVING COLOR TOWER RED

#BF3539 C: 18 M: 93 Y: 82 K: 7 66

R: 191 G: 53 B: 57 PMS: 180 C

We’re using our same old colors. But we do so with pride. Our colors used to be all we really were. The iconic red and yellow of Tower Records still holds a special place in people’s hearts.

LIVING COLOR

TOWER YELLOW

#FBD008 C: 2 M: 16 Y: 100 K: 0

R: 251 G: 208 B: 8 PMS: YELLOW 012 C 67

JUST MY TYPE

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We have a lot to say. Typography is a visual tool to convey what we have to say while at the same time giving some pizzaz to it. There is a lot of meaning behind font choices and pairings and we respect the designers who designed the faces that we use. As a general rule, don’t ever stretch or squash type, or modify it in ways that would compromise readability.

That would just be rude.

TYPOGRAPHY 69

Prater Serif Bold DISPLAY

Prater Serif is a beautifully imperfect typeface with big, bold serifs and bouncy, fun character. The heaviness of the bold face has a real presence on the page or screen, that demands your attention. The bold version on this typeface should be used for display only, for example over images or as a bold title or headline.

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JUST MY TYPE

ABCDEFGHIJ KLMNOPQRS T UV W XYZ abcdefghij klmnop qrs tuvwxyz 1234567890 !@#$%^&*()

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STRATOS HEADINGS, ETC. Stratos is tall and bold, two ideals that are at the core of the Tower brand. We’re proud and we make sure everyone knows we’re here. Like Prater Serif, it draws your attention with its thick strokes, complimented by deep cuts in the angles. Unlike our display typeface, Prater Serif, Stratos is a sans-serif, because at smaller sizes, serifs can get in the way. The geometric rounds in Stratos call back to the shape of the record, what Tower was founded upon.

Stratos should be used for sub-headings and smaller titles. It comes in a large variety of weights, but we will use no lighter than regular, to keep it looking punchy. Stratos headlines should always be set in all caps. This way, lines of text are a consistent height, and we don’t need to worry about ascenders or descenders sticking themselves where they don’t belong.

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JUST MY TYPE

ABCDEFGHIJ KLMNOPQRS TUVWXYZ 1234567890 !@#$%^&*()

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Roboto Mono BODY COPY Roboto Mono is a lovely fixed-width face with straightforward shapes and clear glyphs. It’s essential for a body copy typeface to be readable and clear, and that’s just what we like about Roboto Mono. Like all of our other typefaces, it has a real presence on the page and the screen, and it can stand up for itself.

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JUST MY TYPE

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()

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ONE VOICE ONE SPIRIT 76

WE HAVE A LOT TO SAY.

And just as important as what we have to say it is how we say it. Our voice is what propells us throught this world, conveying just what we mean in precisely the correct way. A whole lot of thought has gone into what Tower sounds like, and if our voice had to be summed up in three words, they would be these:

We like to think of you as our friend. Not an acquaintence you’ve only met couple times and still don’t really know the name of. Not someone from work who you’ve eaten lunch with a few times. But a friend you’ve known for

ONE VOICE ONE SPIRIT

• UNAPOLOGETIC • STRAIGHT-FORWARD • BOLD

ages. So long you almost forget how long you’ve known each other. So long that you can sit and talk for hours on end, still learning more and more about each other.

We talk to each other so much that you can tell what we’re going to say before we even say it. We’ll always be honest with you, and you can count on that. We aren’t afraid to say what we mean, beacuse life is far too short to fill conversations with subtext and metaphors.

And if we have something to say, we’ll say it to your face. And we expect you to do the same. Because we’re friends, and we have a lot to say.

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The purpose for our photography is to show people what it feels like to be at one of our shows. While your’re standing there, taking a break from dancing like a maniac, leaning up against a pillar in the back of the room, you notice the texture of peeling stickers that line the pillar. Hundreds in not thousands of people coming into Tower to put up whatever art pice, illustration, or band logo they want for the sake

ON FILM

of self-expression. Each sticker has it’s own story attached and you could spend hours looking at all of them and making up stories to go along with them. That feeling of personal attachment is what we want to evoke with our texture images.

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ON FILM

On the other hand, we want to throw you into the mosh pit. We got you front row tickets to the craziest band of the month, and we’re heaving you right into the middle of all the action. We want you to be so close, you notice the sweat dripping from the drummer’s forehead. The people on stage are people just like you and we want to introduce you to each other.

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FAME IS AMAZING. BUT IT COMES AND GOES. YOUR MUSIC IS FOREVER.

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THE LOGO LOGO/FULL LOCKUP

LOGOMARK

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WORDMARK

THE LOGO

LOGOMARK Our logo is the epitome of us. It’s bold and it takes a stand. It is just what you need to know and none of what you don’t. The logomark illustrates the origins of our brand. The bars in the center of our logomark can represent towers, as well as audio levels. The circle surrounding the towers represent our origins as well—records. the black vinyl that so many people would browse through daily. Hundreds of records filed back to back, waiting to be adopted, listened to, and enjoyed.

We’re a universal hub for music.

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WORDMARK The wordmark that pairs with the rest of the logo is intentional and purposeful, just like us. slender, tower-like stems and a sharp W make the wordmark unique and a perfect compliment to the logomark.

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LOCKUP VARIANCES

Logomark Only

Vertical Lockup

THE LOGO

Horizontal Lockup

Wordmark Only

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COLOR VARIANCES We love our new logo. We hope you do too. And when you love something, you’ve got to take care of it. When you care for it, it lasts a long time to be seen by generations down the line and will have the same impact on your grandchildren.

When you use the Tower logo, use in one of our four brand colors: Tower Red, Tower Yellow, black, or white. That’s it. Don’t use any other color. We mean it. Preferably, only black and white versions should be used, but we are leaving it up to you to decide if you want a little splash of color in your layouts.

In general, you should only be putting the white and yellow versions on black backgrounds, and the other two versions on white. As a general rule, if it takes you a second to pick out the logo from its background, use a different color. Our logo should be obvious and stand apart from anything it is on.

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PREFERRED

PREFERRED

CLEAR SPACE The last thing we want is for our logo to be crashing into other logos and overlapping with other objects and images. This is why clearspace is so important. It gives the marks ample room to breathe and to set itself apart from objects around it.

Clearspace should always be based on the widest space in the towers in the logomark. When you don’t have the

HORIZONTAL LOCKUP

logomark, use the width of the W in Tower.

X

X

X X

X

WORDMARK LOCKUP

X

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X

X

X

X

VERTICAL LOCKUP X

X

X X THE LOGO

LOGOMARK LOCKUP

X X

X

X

X

X

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MINIMUM SIZING

1 IN 25 MM

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1/2 IN 13 MM

1/4 IN 7 MM

DON’T DO THIS

Do not distort the logo.

Do not angle logo.

Do not add a drop shadow to

Do not use a logo in

the logo.

a sentence.

Do not combine colors

Do not crop the logo.

THE LOGO

started as...

of the logo.

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BRAND EXTENSI STATE TOUR CONTRACTS, SWAG & MERCHANDISE, MUSIC TRIVIA NIGHTS, CAFE AREAS, TOWER HOTELS, ROADIE PASS, LIVE-STREAMING OF EVENTS, LOCAL-INSPIRED COCKTAILS, LOCALINSPIRED MERCH, RECORD LISTENING BOOTHS, TOWER MAGAZINE, LOCAL ARTIST GALLERY, COMPANY EVENTS, TOWER MUSIC PODCAST, WEBSITE, BAR 92

IONS BRAND EXTENSIONS

AREA, BACKSTAGE PASSES, RECORD LISTENING BOOTHS, SIGNING ARTISTS, HOTEL PARTNERSHIPS, NOSTALGIA NIGHTS, AUDIO EQUIPMENT, AUDIO INTERNSHIPS, BAND SPONSORSHIPS, LOCAL POP-UP SHOPS, KARAOKE NIGHTS, MOVIE NIGHTS, STAND-UP COMEDY NIGHTS, LOCAL-INSPIRED FOODS, MEET-THE-BAND EVENTS

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STATE TOUR CONTRACTS When a band or artist shows promise, we notice. We want to give these bands their chance to explore different crowds and play for different fans. Bands can sign up to play at three different locations in a state, and if they’re still killing it, they can move on to greater things by playing at Tower locations out of state and around the country.

KARAOKE NIGHTS Sometimes you just want to get up on that stage and belt your heart out. That’s what karaoke nights are for. It’s your turn in the spotlight.

MUSIC TRIVIA NIGHTS For all you motorheads and deadheads out there, don’t think your immense musical knowledge is all for nought.

Bring friends and compete to win merchandise, drinks, or even free tickets.

ROADIE PASS For serious fans, the roadie pass can connect you with bands and will get you into their audience night after night after night.

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LOCAL-INSPIRED COCKTAILS The uniqueness of each and every venue will be brought out through not only the music but the cocktails as well. Why not sip on a “415” while you listen to a local San Francisco band, or a “916” in Sacremento. The flavors of the city right in your glass.

AUDIO EQUIPMENT What better way to get good sound from a band than to make the equipment they use yourself. We can hone our skills and create the best sound possible exclusively for Tower venues.

If you’ve ever wanted to meet a band because you’re a big fan, or you want to become legends like them, now is

BRAND EXTENSIONS

MEET-THE-BAND EVENTS your chance. Shake hands, exchange business cards. Start friendships at Tower.

TOWER MUSIC PODCAST A music podcast aimed at artists that will discuss anything you’re interested in. trends, music theory, opportunities. The possibilities are endless, really.

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RECORD-LISTENING BOOTHS Whenever we aren’t playing music, you can sit in our sound-proof listening booths and drift away to the sweet sounds of any band you wish. That classic vinyl sound is still so important to the listening experience and now you have a place to hear it.

STAND-UP COMEDY NIGHTS What goes together better than a bunch of drunk adults and stand-up comedy? Pretty much nothing.

AUDIO INTERNSHIPS Want to learn how to make a band sound good? We’ve got you covered. Inters can learn the basics of how to run a live show, important knowledge around audio equipment, and the general rules of the trade.

TOWER MAGAZINE Tower Magazine gives us an opportunity to talk about upcoming bands and events, interview with the ones who made it, and talk music with our audience.

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MERCH STAND

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Rock It Out

DECEMBER 21ST, 2019

Jam With Us

For tickets and other information, visit

For tickets and other information, visit

TOWER.COM

TOWER.COM

MERCH STAND

DECEMBER 21ST, 2019

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MERCH STAND

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MERCH STAND

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Copyright 2019 Quinnton Barringer, Emily Ho, Brandon Lin, and Claire Nitchman All content for Tower Brand Guidelines was conceived, designed, and produced by Quinnton Barringer, Emily Ho,

Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from www.commons.wikimedia.org, www.skitterphoto.com, and www.flickr.com, and are used in accordance with the Creative Commons License. The book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.

Brandon Lin • brandonklin.com

Design Consultation

Emily Ho • idea121.com

Photography provided by Claire Nitchman.

Claire Nitchman • nitchmanphoto.com

supplemented by Quinnton Barringer and Brandon Lin.

Quinnton Barringer • quinntonbarringer.com

Brandon Lin, and Claire Nitchman. Writing and editing