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Brand Guidelines PIÑATA PR OJECT

Brand Guidelines

PIÑATA PROJECT


a cheat sheet

Contents /


TYPOGRAPHY

14

SIGNATURE TYPEFACE TYPEFACE PAIRING

SIGNATURE

01

SIGNATURE ARCHITECTURE

COLOR

16

COLOR PALETTE

CLEAR SPACE POSITIVE SIGNATURES & COLORS REVERSED OUT SIGNATURES MINIMUM SIZE UNACCEPTABLE USES ACCEPTABLE BACKGROUNDS UNACCEPTABLE BACKGROUNDS SECONDARY DESIGN

18

COLOR GRAPHIC ELEMENTS

APPLICATIONS

20

STATIONERY SYSTEMS BROCHURE & WEBSITE MESSAGE COLLATERAL COMMUNITY PRESENCE EPHEMERA


who we are and what we do.

Introduction /


We Engage The Community In Fun Activisim. The Piñata Project is the brainchild of an Academy of Art Student who needed to find a social issue to solve for her Identity 1 class. Had she not been in the class, this issue may have remained neglected and unloved. _The project message is simple: stop producing things we don’t use, need, or want at the expense of fresh air, beautiful trees, and the lovely ozone layer that protects our skin from cancer. _The concept is even more humble—bring awareness to the waste inherent in phone book production by using phone books to produce a secondary product shipped back to businesses that advertise in phone books. _We can have fun doing this, can’t we?


PIÑATA PROJECT ve rti c a l a li g n m e nt

A signature is an entitiy composed of a symbol and logotype arranged in a specific configuration.The Piñata Project signature is the product of proportional and specifically aligned elements. The size and position of each element is determined by “x,” which is defined by the height of the capital letters in the Piñata Project wordmark. Due to the asymmetrical nature of the donkey head, vertical alignment is critical for visual balance. _Three signatures are provided for use with appropriate applications. Consider the available clear space and object format when choosing the signature. Always use the approved signature artwork provided by Piñata Project. Do not recreate or alter any of the elementsin the signature artwork in any way.

x x

sym b ol lo g ot yp e

how form and proportion play a role in branding consistency

Signature Architecture /

10x


h o r i zo nta l a li g n m e nt

PIÑATA PROJECT

0.5 x

x

0.75

0.5 x

x

h ori zontal a li g n m e nt

PIÑATA PROJECT 0.5 x

2.5 x

01

x


the negative space around the logo allows it to maintain its voice

x

Clear Space /

x

x

PIÑATA PROJECT x

Clear space is the area around the signature that must be free of all other logos, symbols, text or other graphic elements. _Clear space is defined by the distance of “x,” as a unit of measurement surrounding each side of the signature. The distance of “x,” equals the cap height of the logotype. _A minimum clear space requirement has been established to ensure the prominence and clarity of the Piñata Project signature. It is essential that the signature clear space remain free of all graphics, identities, photography and typography for maximumbrand recognition.

02

x


1.5x

PIÑATA PROJECT

x

1.5x

x

1.5x

PIÑATA PROJECT 0.5x

03

x

x

0.5x

0.5x


Positive Signatures & Colors /

consistent use of color ensures brand integrity

c

m

y

k

r

7

g

b

panton e

0

97

0

252

255

1

809C

3

10

100

0

252

219

0

109C

1

32

100

0

252

181

0

130C

0

0

0

100

0

0

0

pantone black C

When reproducing the signature under some circumstances, spatial challenges may arise. To provide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. _Whenever possible use the full-color dimensional version of the signature. It is provided in 4-color process (CMYK for print applications) and RGB for electronic use. Pantone equivalents are also provided. The 1-color positive and white reverse versions of the signature are to be used only in the event that full-color is not an option.

04


PIÑATA PROJECT

PIÑATA PROJECT b&w / positive reproduction

PIÑATA PROJECT

PIÑATA PROJECT

full color / positivereproduction

PIÑATA PROJECT

PIÑATA PROJECT

05


consistent use of color ensures brand integrity

Reversed Signatures /

The 1-color positive and white reverse versions of the signature are to be used only in the event that full-color is not an option.

06


PIÑATA PROJECT

PIÑATA PROJECT B&W / reversed reproduction

PIÑATA PROJECT

PIÑATA PROJECT

full color / reversed reproduction

PIÑATA PROJECT

PIÑATA PROJECT

07


positive space is equally important as negative space

Minimum Size /

Minimum size refers to the smallest size at which the Pi単ata Project signature may be reproduced and still maintain clarity and legibility. _To ensure its legibility, the minimum reproduction size of the Pi単ata Project signature is 1 1/8" in height for the vertical signature, 1 4/8 " for the stacked signature, and 2 7/8" for the horizontal signature. When reduced or enlarged, the wordmark must always scale proportionally with the symbol.

08


PIÑATA PROJECT

5/8"

PIÑATA PROJECT 7/8”

PIÑATA PROJECT 2 2/8"

09


N certain things just don’t look good

Unacceptable Uses/

do not change the color of the elements in the signature.

PIÑATA PROJECT

An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown here are examples of incorrect or unacceptable uses of the Piñata Project signature.

10


O do not rearrange signature elements.

PIÑATA PROJECT

PIÑATA PROJECT

do not substitute typefaces or letterforms in the signature.

do not distort signature elements.

PIÑATA PROJECT

do not flip or rotate icon element.

PIÑATA PROJECT

11


contextual setting helps the brand stand out

Acceptable Backgrounds /

PIÑATA PROJECT

PIÑATA PROJECT

By controlling the background on which the Piñata Project signature is placed, we ensure signature legibility and brand integrity. _The preferred background is white or a solid color with a high contrast, yet still allows for the greatest clarity and legibility. _The background should allow for clear identification of all signature elements: symbol, logotype, color and clear space.

PIÑATA PROJECT

PIÑATA PROJECT 12


PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT

PIÑATA PROJECT 13


integrity in typography is an indicator of brand integrity

Typography /

PIÑATA PROJECT

Typography is a cornerstone of our visual identity. Piñata Project has chosen the Alda font family as the primary typeface for all our brand communications, as it best complements the typeface contained in our brand signature. _Our brand signature wordmark is set in Franklin Gothic Std. Condensed. No other substitutions are allowed. _Electronic communications (e.g. Word® documents and Powerpoint® presentations) use our alternate font, Courier. Alda may be used if the receiving computer has this font installed, but Courier is a system font and most consistent in cross-platform desktop applications.

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Franklin Gothic Std. Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890


Alda Light A B C DE F GH I J K L M NOP QR S T U V W X Y Z ab cdefg h ijk l m nop qr s t u v w z y z 1 2 3 4 5 67 8 9 0

Alda, Italic A B C DE F GH I J K L M NOP QR S T U V W X Y Z ab cdefg h ijk l m nop qr s t u v w z y z 1 2 3 4 5 67 8 9 0

Alda Book A B C DE FGH I J K L M NOP QR S T U V W X Y Z ab cdefg h ijk l m nop qr s t uv w z y z 1 2 3 4 5 67 8 9 0

Alda Italic A B C D E FG H I J K L M NOP Q R ST U V W X Y Z a b c de fghijk lmnop q r s t u v w z y z 1 2 3 4 5 67 8 9 0

Alda Bold A B C DE FG H I J K L M NOP QR ST U V W X Y Z a b cd e f g h ijk l m no p q r s t uv w z y z 1 23 4567 8 9 0

Alda Bold Italic A B C D E FG H I J K L M NO P Q R S T U V W X Y Z a b c d e f g h i j k l m no p q r s t u v w z y z 1234567890

Adobe Courier Medium A B CDEF GHIJ K L M N OP QR ST U V W X YZ a b c d efgh ijk l m no p q rstu v w z y z 1234567890

Adobe Courier Medium Italic AB CDEFG HIJKLM N OPQRSTU V WXYZ a b c d efghijkl 15


prim a r y co l o r pa l e t t e

brand integrity is impacted by its surrounding environment

Color Palette /

Color provides a strong visual link to our brand across a wide range of applications. Golden Pi単ata serves as our main accent color for all corporate brand communications. _A secondary color palette has been created for use in other materials where additional color is necessary, such as advertising and collateral in print and web.

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253

R

184

G

019

B

001

C

032

M

100

Y

000

K

g o l d en pi単 ata


183

190

196

201

146

164

188

135

010

000

071

243

243

251

G

032

032

075

146

032

114

214

205

140

140

108

218

234

218

B

037

106

078 139

100

177

49

177

102

140

116

135

000 000

C

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023

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021

042

037

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085

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M

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100

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046 045 056

100

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000 000 000

17

se co nda r y co l o r pa l e t t e

R


brand integrity is impacted by its surrounding environment

Secondary Design Graphics /

The Piùata Project brand identity system is fun, futuristic, and dynamic. It incorporates graphic elements that speak to the look and feel of the logo—pixel art. Additionally, color gradients using the color palette may be created to add atmospheric storytelling and scenery. We refer to these components as the supergraphics. _The exhibits shown are meant to illustrate some examples of what these supergraphics may look like. _When creating an application, depending on the shape and size of your application, make sure the supergraphic does not take up more than 50% of the space on an application.

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19 co l o red s q ua res simul at e enl a r ged pixel s

gr a d ien t s usin g se co nda r y co l o r pa l e t t e

pixel a r t


1 2 4 D on ke y L ane P i Ăąa t a C i t y, CA 9 1 0 0 3 50 3. 4 4 9.0 0 6 2

w w w.p i na t a proj e c t .com

fr o n t

Our visual identity—one of our most important marketing tools—extends to all our stationery items, maintaining a unified representation of our company. Our stationery system is fun and functional, designed to strengthen the message we are sending.

20

back

business c a rd

a direct and deliberate way to communicate your brand

Applications / Stationery System

S amant ha Ho d gs on E v ent D i re c tor


l e t t erhe a d & en v el o pe

PIÑATA PROJECT

02 December 2011 Mr. John Suit Director of Marketing Rape The Earth Corporation 666 Wayward Way LaLa Land, USA 00006

Dear Mr. Suit, It has come to our attention that Rape The Earth Corporation has invested a lot of capital in print advertising in the Yellow Pages. Did you know that every year, in California alone, the amount of wasted and unused phone books are enough to fill a landfill pit the size of the Empire State Building? Ever since the advent of the internet and mobile phones, consumers no longer reference the Yellow Pages. There isthis wonderful invention called Google that searches for anything you might want to know about on the internet. In case you are unfamiliar with Google, we suggest you grab the attention of any young adult or child near you and ask them about it. www.piñataproject.com

Sincereley,

124 Donkey Lane · Piñata City, CA · 91003

The Piñata Project is convinced that you are unaware of the monetary and physical waste you are contributing towards by continuing to publish your ads in the yellow pages. We have carefully constructed this lovely piñata by hand, using the yellow pages paper that we have obtained from thousands of unloved phone books. We hope you have a little fun with it, and we suggest using our piñata in your next team building exercise! It is sure to get the blood flowing and hopefully inspire your team to think creatively about how to advertise in the future.

PIÑATA PROJECT

Mr. John Suit Rape The Earth Corporation 666 Wayward Way LaLa Land, USA 00006

Samantha Hodgson Event Director The Pinata Project

1 2 4 D O N K E Y L A N E � P I Ñ ATA C I T Y,C A � 9 1 0 0 3

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Applications / Brochure & Website

Samantha Hodgson 1665 Sixth Ave. Belmont, CA 94002

www.piñataproject.com

d ire c t m a il er

a direct and deliberate way to communicate your brand

PIÑATA PROJECT

AUGUST 18, 2012 10 AM–4 PM

The Piñata Project design system is one of the most effective tools to strengthen and maintain brand integrity. All visual elements work together to produce communications that make a strong, supportive statement. _This spread illustrates how the various guidelines presented on the previous pages can be applied to communication materials such as a brochure, print mailer and corporate website.

22

iph o ne a ppl i c at i o n

Golden Gate Park Picnic Area BYOB / bring your own book


GET YOUR DONKEY ON! ABOUT US

11.21/8P phone book collection meet at Union Square

12.03/6P

member mixer & social Rogue Ale House, North Beach READ MORE » Engaging the community with fun activism

w ebsi t e

In one year, unwanted phone books produce enough waste to fill a landfill pit one football field wide and as deep as the Empire State building.

CALENDAR

PIÑATA PROJECT

CONTACT

EVENTS GET INVOLVED

124 Donkey Lane, Piñata City, CA 91043 www.piñataproject.com

t

PIÑATA PROJECT

Engaging the community with fun activism

br o chure

f

23


p o s t er

a direct and deliberate way to communicate your brand

Applications / Message Collateral

The Piñata Project is a community-driven, message-based company. It exists to promote sustainable living and the termination of phone book publication.Therefore, main message collateral—the physical manifestation of our message—should also speak to the company values. Shown here are examples of how to apply the brand in these formats.

24


25 pi単 ata k i t


having fun with your brand is perfectly acceptable

he a d q ua r t er s

Applications / Community Presence

Being part of the community is very important to the Pi単ata Project. Select applications to express this presence have been shown here.

26


compa n y v ehi cl e

in t er ac t i v e a d v er t isin g

bus s t o p a d v er t isin g

piñataproject.com GET YOUR DONKEY ON!

PIÑATA PROJECT

27


unif o r m

having fun with your brand is perfectly acceptable

Applications / Ephemera

PIĂ‘ATA PROJECT

unif o r m h at

The PiĂąata Project believes that to communicate a message effectively, you need to have fun doing it. When you have fun, others are drawn to sharing in that energy and excitement. _Exhibited here are a few examples of how the company brand can be expressed on ephemera that is usually given to the public as promotional items or used by company employees.

28


wat er b o t t l e

PI RO AP Ñ AT

PIÑATA PROJECT

29

JE C w ri t in g m at eri a l s

T p o s tage

bu t t o ns


124 Donkey Lane Pi単ata City, CA 91003 www.pi単ataproject.com

Pinata Project  

Brand guidelines

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