Visual standards guide

THE NEW DRESS CODE

VISUAL STANDARDS GUIDE

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what’s inside?

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THE NEW US

OUR DRESS CODE

OUR LOGO

TYPEFACE

MARK SYMBOLISM

COLOR PALETTE

DIFFERENT STROKES

VOICE

ROOM TO BREATHE LOGO VARIATION DO’S AND DON’TS

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THE BRIGHT FUTURE FUTURE OPPORTUNITIES THINGS TO DO THE VENUES

WHAT’S INSIDE

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the new us” OUR LOGO MARK SYMBOLISM DIFFERENT STROKES ROOM TO BREATHE LOGO VARIATION DO’S AND DON’TS

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our logo Our logo is a very valuable asset.

We must treat it nicely. Never abuse our logo—it doesn’t have arms so it can’t fight back (our lawyers, however, are another story).

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mark symbolism Leaves in combination with the initial “B” tells the story that Borders aims to build a group of people seeking knowledge and growth together.

The logo concept is to combine three ideas together: community, growth and inspiration.

SIGNATURE (IN LINE)

18X

X

X 2X

5X 3X

X

3.4X

INITIAL “B”

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3X

1.4X

3.15X

LEAVES

3X

1.4X

1.9X

X

SIGNATURE (VERTICAL)

16.5X

X

X

15X 3.5X

1.7X

2.2X

2X 4.7X 2.8X

X

3.1X

2.7X

1.2X

3.1X

2.7X

1.2X

1.8X

X

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different strokes There are three official formats in our new logo system: Signature, Symbol, and Word Mark.

SIGNATURE (VERTICAL)

SYMBOL

SIGNATURE (IN LINE)

WORDMARK

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(912) 555-1234 / Borders@borders.com 1600 Pennsylvania Ave NW, Washington, DC 20500, United States of America

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room to breathe Maintain the clear space zone between the logo and other graphic elements such as type, images, other logos, etc.

In order to ensure that our logo and elements are clearly visible in all media, it should be surrounded with sufficient space.

SIGNATURE (IN LINE)

4X

4X

4X

4X

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SIGNATURE (VERTICAL)

4X

4X

4X

4X

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logo varitation BLACK AND WHITE LOGO The new mark is versatile, is designed to work on both a black background and white background. It also designed to work in both extremely large sizes and smaller size as well.

SIGNATURE (IN LINE)

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SIGNATURE (VERTICAL)

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logo varitation ALTERNATIVE VERSIONS In order to keep consistency, our logo with Borders dark brown and light green should only be used on light background.

When using the logo in photographs and other solid color backgrounds, the light green needs to be converted to dark brown.

Various examples are used below.

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These colors only appear in different situations. Nature color logo must be used on a dark color background or a dark photograph.

These are our primary colors for Borders logo. Brown color logo must be used on a light color background or a bright photograph.

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logo varitation

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LOGO SIZING We thought ahead about the different size requirements across different medias regarding our logo, so we developed regulations for logo sizing.

On the next page are our minimum size requirement guidelines.

Symbol Size SYMBOL ONLY Minimum size: 12.5mm / 36px / 0.5inch

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Type Length No Smaller Then 1 Inch WORDMARK ONLY

Type Length No Smaller Then 1 Inch IN LINE

Logo Length No Bigger Then 2 Inches VERTICAL

Minimum size: 25mm / 72px / 1inch

Minimum size: 25mm / 72px / 1inch

Minimum size: 50mm / 144px / 2inches

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do’s and don’ts

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We’re not a rules and regulations kind of company—nonetheless here are some examples of what we think is cool and what should be punishable by a red-hot poker to the buttocks.

01 Space around the logo Always leave the logo some space to breathe. Use white or neutral backgrounds.

02 If the unavoidable happens...

If it’s unavoidable to sit the BORDERS logo on a color or a photo, use the negative logo.

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4X

4X

4X

4X

orders

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our dress code” TYPEFACE COLOR PALETTE VOICE

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our typeface ADOBE CASLON PRO The Caslon type family is our corporate font.

Not that any of us wear suits too often. Caslon is an elegance, classic font, good for anything from headlines to text.

Use Caslon wherever possible.

Aa

ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

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NEUE HAAS GROTESK The Neue Hass Grotesk type family is our corporate font.

Not that any of us wear suits too often. Neue haas Grotesk is a nice, simple font, good for anything from headlines to text.

Use Neue Haas Grotesk wherever possible.

Aa

ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

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color palette

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Our colors are what give us our personality. They’re bold, confident colors—simply loud and clear.

BORDERS COCO Pantone 4635C CMYK 42/57/63/0 RGB 165/121/95 HEX #A67A60

BORDERS KNOWLEDGE Pantone Pro. 286 C CMYK 100/84/22/0 RGB 0/61/129 HEX #3D2A20

BORDERS INSPIRATION Pantone 388 C CMYK 21/2/87/0 RGB 215/222/49 HEX #90c428

BORDERS GROWTH Pantone 375 C CMYK 49/0/96/0 RGB 149/214/0 HEX #94D500

BORDERS WELCOME Pantone 172C CMYK 45/89/89/13 RGB 150/55/46 HEX #96372E

BORDERS GATHERING Pantone 4665C CMYK 20/30/35/0 RGB 211/184/162 HEX #D2B7A1

BORDERS FUTURE Pantone Warm Gray1C CMYK 49/0/97/0 RGB 144/196/40 HEX #E0DCD7

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voice

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Friendly. Spirited. Relaxed. Purposeful. Conversational.

Our brand works on building connections to a “small and playful you.” We aim to be a place for communication and the share of knowledge, so our conversational tone seeks to reflect that.

Our products and services seek to solve problems and enrich the pursuit of knowledge—we never want to just talk to be heard; we seek to listen, too. Our company aims to be as considerate as we are clear. Go for impact, but balance the logo mark with other elements.

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the bright future” FUTURE OPPORTUNITIES THINGS TO DO THE VENUES

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future opportunities

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Borders seeks to encourage the share of knowledge and inspire ideation within a community.

We hope that people will connect with each other and cross borders into experiences and culture that they otherwise never would have.

EDUCATION L- 01 Think Further (Conference) L-02 Knowledge Free-Flow (Broadcast) L-03 Stories-The ABC’s (Class) L-04 The Great Debate (Tv Show) L-05 No Borders Knowledge Bank (Organization) L-06 Oral History (Event) L-07 Language Exchange (Event) L-08 Peer Writing (Workshop) L-09 Author Initiation (Class) L-1 0 Borders Learning Center (Place) L- 1 1 The Lowercase Reading Club (Class) L-1 2 The Breakfast Club Empowerment (Class) L-13 Bookmarked And Dog-Eared (Class)

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CREATIVITY C-01 In the Moment (Arts Show) C-02 From Virtual To Reality (Event) C-03 Open the Self; Open the Mind (Event) C-04 Cup of Joe Hangouts (Coffee Shop) C-05 Art Incarnate (Gallery) C-06 The World In Truth (Theater) C-07 Crossing Borders (Arts Projects Talks) C-08 Handy Crafts (Open studio) C-09 Designing With Succulents (Workshop) C- 1 0 Drink. Draw. Design. (Networking Annual Party) PARTICIPATION E-01 Cultures (Meetup Groups) E-02 Borders Online (Service) E-03 Million Dollar Think Tank (Event) E-04 Go Publish (Online Publishing) E-05 Adventure Camp (Adult Camps) E-06 Family Scouts (Family Camps) E-07 Building Wonderland (Event) E-08 Digital Brainstorm (Service) E-09 Borders Book Broker (Retail)

SHARING KNOWLEDGE

E-01

C-08

E-03

L-10

C-10

E-05 C-07

EX

C-01

LL

L-29

C-05 C-03

L-02

C-09

E-06

L-13 L-03

L-07

L-09

L-04

E-04

C-02

E-07

E-08

E-09

L-01

E-02

C-06

L-11

E

CO

L-06

OR PL

EC

T

L-05

L-08

C-04

CREATE

(Those Numbers Represent deliverables. )

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things to do Formed on the belief of learning by experiences.

The adventurer loves getting down and dirty, exploring, collecting, and creating. Borders affords you hands-onlearning—the most playful and enjoyable thing for mind, body, and soul.

EDUCATION Think Further (Conference) Intellectuality is the precursor to tangible intelligence. Satisfy both by participating in classes and having access to resources that allow you to learn about world history, economics, and politics. This program focuses on understanding of different world cultures in order to deepen empathy and broaden the lens of interpretation.

Knowledge Free-Flow (Broadcast) Participation can be a chore; perhaps you’re more of a content consumer than a go-getter.

Weekly broadcasts covering arts, history, and social justice across different cultures will help you cross borders without needing to engage in activities outside of your comfort zone.

C) Storytelling Class: This course teaches how to take newfound reading skills and turn them into narrative storytelling.

The Great Debate (Tv Show) This is a platform for debate hosted by Borders.

One of the more controversial functions, it provides people who are vehemently passionate about something a place to argue their case.

Different relevant organizations will be brought into the mix in order to keep things current, and spectators are greatly encouraged to join.

No Borders Knowledge Bank (Organization) In a fusion of Wikipedia and Quora, the No Borders Knowledge Bank is a constantly factchecked archive of topical and academic papers.

Stories-The ABC’s (Class) Books are made to be read. In the interest of increasing and advocating literacy, Borders will provide a tutoring program wherein children between the ages of 6–15 can be enrolled in three different major courses: A) Elementary Reading: This course teaches the basics of reading and phonetic understanding.

B) Comprehensive Reading: This course helps with interpretation and retention of read material.

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Oral History (Event) This monthly event brings in special guest speakers to recount past stories, be them historical, travel, survivor experience, or social stories.

Language Exchange (Event) In the interest of cultural exchange, this is an event where people can learn and practice different languages from and with native speakers.

Peer Writing Workshop (Workshop)

The Breakfast Club Empowerment (Class)

In this customer-to-customer workshop, Borders provides a place where writers can take their experience from the From Virtual to Reality event and share stories, provide constructive critique, and learn more about writing from other writers.

This event provides young adults with a platform to read and think critically about history and politics. Through their understanding of the complex problems—and through their ability to ask questions of everything—they will strive to answer the great philosophies of life and pursue a truth in which they can believe.

Author Initiation (Class) This class will be taught by a published author and will focus on showing aspiring writers how to carefully take the mundane and use vivid language to paint a colorful picture with words about the subject.

Borders Learning Center (Place) The Borders Learning Center is the core space where all of the events, classes, and meetups occur.

Bookmarked And Dog-Eared (Class) This is a reading club for adults who “used to read, but don’t anymore.” By answering a few questions, members of the club are given suggestions for books they would likely enjoy, and from the selection they make, they are placed into social groups that will motivate them to read on. This club’s sole purpose is to encourage adults to pick up where they left off in their literate lives. Welcome back, folks.

The Lowercase Reading Club (Class) This club is an area for children to read.

Volunteers for the club assist young children advance their literacy skill. Every week, there will be a show and tell time, where children will share the books they’ve read, encouraging them and others to read more and stay curious.

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things to do CREATIVITY In the Moment (Arts Show) In a celebration of local arts and artists, Borders will host a monthly party on the last Friday of every month where emphasis on the momentary nature of art will take precedence—photography and scene painting are a highly encouraged. Art in response to moments from literature and film are also welcome.

From Virtual To Reality (Event) Experiencing the world can be difficult with our perpetually busy schedules. Virtual reality events will allow you to experience adventure in a way that conveniences your availability. The foundation of good storytelling is having experienced good stories—let us enable that for you. This event is the precursor to the Peer Writing Workshop.

Open the Self; Open the Mind (Event) In the spirit of ultimate intimacy, this event by Borders provides a platform for people to share their own personal histories with others. The core of community is the individual, and sharing photos, videos, and other personal documents is the perfect way to encourage community.

Cup of Joe Hangouts (Coffee Shop) Coffee has been the pillar of personal dates and informal meetings for ages now. Borders will provide open space for socializing, and closed spaces for more private matters. These closed spaces are available for rent.

Art Incarnate (Gallery) The Gallery is a place for discussion of different contemporary art works in popular culture.

The Gallery space will thematically circumvent

specific artists, authors, directors, actors, and other creative peoples, and each event will focus specifically on these things.

The World In Truth (Theater) This is a documentary experience where a monthly rotation of documentary topics will be hosted. Post-viewing discussions will be held so people can voice their impressions and opinions on the topics within the community.

Crossing Borders (Arts Projects Talks) A platform for lecture, these talks invite art critics to discuss art appreciation and evaluate the different values of different arts throughout history. Sections will range from the Renaissance architecture, to painting in Dadaism, and literature from Romanticism.

Designing With Succulents (Workshop) This workshop is dedicated to the instruction and care of succulents. It is also a place for succulent plant owners and fans to gather and converse about their interests.

Handy Crafts (Open studio) Functioning as an open studio, Handcrafted Borders gives artisan craftspeople a place to work on their projects and share ideas with their chosen communities.

Drink. Draw. Design. (Networking Annual Party) One of the hardest parts of being a creative is networking with people that have skills you don’t have, but need. By hosting an annual networking party, Borders fosters relationships and networking opportunities for local creatives so they can work together and create great things.

PARTICIPATION Cultures (Meetup Groups)

Borders Book Broker (Retail)

Do you find excitement in variety regarding food, entertainment, and travel? With culture meet up groups, you can explore the world without leaving your hometown—meet new people, try new things, and learn about different cultures.

Functioning as an online retailer, the Borders Book Broker cooperates with Amazon and Barnes and Noble to create the strongest and most reliable source for book purchases in the country. Book from all over the world are available, and no book is off limits.

Borders Online (Service) As a tool to keep track of the wide variety of events and meetups, Borders Online is a tool that functions to connect people via a social network.

Through this tool, users can create group chats to connect with others like them, or just chat oneon-one with somebody that shares their interests

Million Dollar Think Tank (Event) Every brilliant invention began as a crazy idea.

This event seeks to group like-minded individuals so they can ideate together. A user database allows people to search topics by keyword, or just to browse different ideas.

Adventure Camp (Adult Camps)

Go Publish (Online Publishing)

This event is targeted towards 20–35 year olds who are into nature and exploration. As a collaboration with the National Park Service, Borders enables people to group up and experience the beauty of nature while simultaneously clearing the mind.

By uniting Blurb.com and Issuu.com, people can have their personal stories, journals, memoirs, or poetry collections published. After they are published, people are invited to sell their publications in Borders or on the Borders website.

Building Wonderland (Event)

Family Scouts (Family Camps) In a family-oriented day camp, children and parents will be brought through teamwork building exercises in the effort to bring children and parents closer together.

Digital Brainstorm (Service)

Books invoke the theater of the mind, but sometimes, it’s more fun to create the world of a book. In an event for kids, Building Wonderland provides the tools necessary to handcraft the worlds of novels from cardboard, construction paper, and other craft supplies. Why can’t reading time be play time, after all?

Borders’s customers are brilliant. However, we sometimes need help pulling those bringing those brilliant ideas to the table. Brainstorming, like any skill, is perfected with constant practice.

This is a tool that helps facilitate the brainstorming skill via the method of “card sorting.”

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no borders knowledge bank

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This Organization is more than an Index.

In a fusion of Wikipedia and Quora, the No Borders Knowledge Bank is a constantly fact-checked archive of topical and academic papers

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stories-the abc’s

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Books are made to be read. In the interest of increasing and advocating literacy, Borders will provide a tutoring program wherein children between the ages of 6–15 can be enrolled in three different major courses: A) Elementary Reading: This course teaches the basics of reading and phonetic understanding.

B) Comprehensive Reading: This course helps with interpretation and retention of read material.

C) Storytelling Class: This course teaches how to take newfound reading skills and turn them into narrative storytelling.

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million dollar think tank

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This event seeks to group like-minded individuals so they can ideate together.

Every brilliant invention began as a crazy idea. This event seeks to group like-minded individuals so they can ideate together.

A user database allows people to search topics by keyword, or just to browse different ideas.

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in the moment

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In a celebration of local arts and artists, Borders will host a monthly party on the last Friday of every month where emphasis on the momentary nature of art will take precedence— photography and scene painting are a highly encouraged.

However, art in response to moments from literature and film are also welcome.

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cup of joe hangouts

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Coffee has been the pillar of personal dates and informal meetings for ages now.

Borders will provide open space for socializing, and closed spaces for more private matters. These closed spaces are available for rent—just let us know a day in advance!

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art incarnate

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The Gallery is a place for discussion of different contemporary art works in popular culture.

The Gallery space will thematically circumvent specific artists, authors, directors, actors, or other creative peoples, and each event will focus specifically on these things.

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building wonderland

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Books invoke the theater of the mind, but sometimes, it’s more fun to create the world of a book.

In an event for kids, Building Wonderland provides the tools necessary to handcraft the worlds of novels from cardboard, construction paper, and other craft supplies. Why can’t reading time be play time, after all?

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handy crafts

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The Open Studio gathers local handcraft makers and artists together.

Functioning as an open studio, Handcrafted Borders gives artisan craftspeople a place to work on their projects and share ideas with their chosen communities.

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adventure camp

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This event is targeted towards 20–35 year olds who are into nature and exploration.

As a collaboration with the National Park Service, Borders enables people to group up and experience the beauty of nature while simultaneously clearing the mind.

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SMARTER ANSWERS FOR EVERY NEED.

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Copyright Š2016 Scarlett Liu All content for Borders was conceived, designed and produced

by Scarlett Liu. Writing edited and supplemented by Alex Basa.

The only exception is the overview and the history of Borders corporation which was taken form Wikipedia.

Design Consultation Hunter Wimmer, GR 604 Nature of Identity, Academy of Art University Some of the photographs and image were downloaded from flicker.com; thestocks.im; shutterstock.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 as considered a derivative work under the Fair Use Clause of U.S. Copyright law.

Manufactured in the USA

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