Pedal Graphic Standards Guide

Graphic Standards Guide

A Clean Sound

TABLE OF CONTENTS ABOUT PEDAL OUR MISSION LOGO

05. Our Logo 06. Logo Variations 07. Logo Clearspace 08. Logo Minimum Sizes 09. Logo Misuse

COLOR

11. Our Colors 12. Secondary Colors 13. Color Combinations 14. Color Combinations Don’ts

TYPOGRAPHY

16. Primary Typeface 17. Secondary Typeface 18. Stylesheet

GRAPHIC SYSTEM

20. Pattern 21. Pattern Application

IMAGERY

23. Photography Adjectives 24. Photography Examples 25. Photography as Pattern

WAYFINDING 27. Signage

STATIONERY

29. Business Card 30. Letterhead 31. Envelope 32. Presentation Folder 33. Business Suite

Application

35. Parking Passes 36. T-Shirts 37. Billboard 38. Seating Chart 39. VIP and Staff Passes

ONLINE

41. Mobile 42. Desktop 43. Digital

CONTACT INFO

About Pedal Pedal is an eco-friendly music venue located in the heart of the nation’s capital, Washington, D.C. Pedal provides eco-friendly alternatives to otherwise very wasteful practices, such as selling merchandise made entirely from recycled materials, completely transitioning advertisement to digital, using digital tickets and recyclable entry wristbands, and providing people with free drinking water so that no plastic bottles are used, which is one of the biggest factors of waste.

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Visual Guidelines

Our Mission Waste creation is a huge issue with music venues and festivals. Popular annual music festival Coachella is responsible for generating around 100 tons of solid waste per day. By focusing on bettering the environment, Pedal hopes to inspire other music venues and music festivals to follow its example. By acting against the environmental issues created by concerts and music festivals, Pedal hopes to create a shift in the way we enjoy music. This green-first mindset is what makes Pedal truly a clean sound.

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Logo

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Visual Guidelines

Our Logo The Pedal logo is made up of a simple flower mark and a complementary typeface. The name “Pedal� refers to a piano pedal, while the mark contains a shape within it that resembles the symbol for pedal in piano sheet music. The logotype was created from slightly rounding the edges of the Coolvetica typeface.

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Variations The full-color logo is to be used on white and light colored backgrounds. Where contrast is limited, the logo may be reversed to white on an image or brand color.

On light backgrounds, use our full-color logo.

Printing one color? Use our registration black logo.

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Visual Guidelines

On Pedal Green-colored backgrounds, use the Pedal Stone logo.

On dark backgrounds, use our white logo variation.

Logo Clearspace Minimum Clear Space Clear space ensures legibility and visual impact by isolating the logo from competing visual elements.

The logo should have a clearance equal to the height of the “e� of the Pedal logo on all sides.

Signature

Brandmark

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Minimum Logo Sizes Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in any form of application.

Print 20mm

Web 6mm

The Pedal logo should never be smaller than 70px in digital or 20mm in print.

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Visual Guidelines

72px

21px

The Pedal mark should never be smaller than 21px in digital or 6mm in print.

Logo Misuse It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. The orientation, color, and composition should remain as indicated in this document­—there are no exceptions. These are a few examples of what to never do to the Pedal logo.

1. Do not change the logo colors.

5. Do not rotate the logo.

9. Do not isolate the logotype

2. Do not change the typeface in

6. Do not add a drop shadow

the logo.

to the logo.

10. Do not distort the logo.

3. Do not overlap the mark and

7. Do not turn the logo into an

11. Do not rearrange the logo.

typeface of the logo.

outline stroke.

4. Do not flip the logo.

8. Do not space-out elements

from the mark.

12. Do not add a gradient to the logo in any form.

of the logo.

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Color

Our Colors Our logo utilizes both Pedal Earth of the Pedal flower mark and Pedal Stone for the logotype. Depending on the background which the logo is to be placed on, color variants of the logo will be used to ensure legibility.

Both Pedal Sky and Pedal Sun are used primarily for complimentary colors.

Pedal Earth Pantone 346 CMYK: 69 | 0 | 63 | 0 RGB: 72 | 187 | 136 HEX/HTML: 48bb88

Pedal Sky Pantone 2935 CMYK: 93 | 67 | 1 | 0 RGB: 19 | 94 | 171 HEX/HTML: 135eab

Pedal Stone Pantone 5463 CMYK: 85 | 63 | 50 | 39 RGB: 40 | 66 | 79 HEX/HTML: 28424f

Pedal Sun Pantone 102 CMYK: 1 | 3 | 91 | 0 RGB: 255 | 235 | 43 HEX/HTML: ffeb2b

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Secondary Colors Both secondary colors, Pedal Night and Pedal Storm, are used for the purpose of adding color variety when the primary colors alone are insufficient.

Pedal Night Pantone 7670 CMYK: 81 | 84 | 1 | 0 RGB: 82 | 74 | 157 HEX/HTML: 524a9d

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Visual Guidelines

Pedal Storm Pantone 660 CMYK: 82 | 58 | 0 | 0 RGB: 59 | 109 | 181 HEX/HTML: 3b6db5

Color Combinations Color consistency is a crucial part in maintaining the visual identity and reputation of a brand. These are all the color combinations that are allowed to be used with the Pedal palette. No other combinations are allowed to be made or used for any occasion.

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Color Combination Don’ts These are color combinations that should never be created from the Pedal palette or used. In order to protect the Pedal brand, avoid using these combinations.

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Visual Guidelines

Typography

Primary Typeface

Aa Heebo

Application: Formal and all-purpose use. Headlines, body copy. Better for print than web, but can be used for both. This typeface is to be used at all times.

Variants: Five weights (Light, Regular, Medium, Bold, Black) in upright and italic styles.

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Visual Guidelines

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

Secondary Typeface

Aa Open Sans

Application: The italics are to be used when needed. Otherwise, this typeface is to be used as an alternative option when the primary typeface, Heebo, is unavailable.

Variants: Two weights (Regular and Bold) in upright and italic styles.

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

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Stylesheet Consistency of typography is crucial in keeping the Pedal brand organized and cohesive. These are styles that should be used during typographic execution.

PRINT

WEB

Title

H1

Header 1

H2

Header 2

H3

Page Number

H5

Body 1

Body

Body 2

Subtitle

Pull-Quote

Button

Caption

Caption

Heebo Bold | 50pt/60pt

Heebo Medium | 30pt/36pt

Heebo Bold | 24pt/30pt

Heebo Bold | 12pt/14pt

Heebo Regular | 10pt/15pt

Open Sans Regular | 10pt/15pt

Heebo Medium | 10pt/15pt

Heebo Regular | 8pt/14pt

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Visual Guidelines

Heebo Light | 96pt/1.5 letter spacing

Heebo Light | 60pt/0.5 letter spacing

Heebo Regular | 34pt/0.25 letter spacing

Heebo Medium | 20pt/0.25 letter spacing

Heebo Regular | 16pt/0.5 letter spacing

Heebo Regular | 16pt/0.15 letter spacing

Heebo Regular | 14pt/1.25 letter spacing

Heebo Regular | 12pt/0.4 letter spacing

Graphic System

Pattern This is the Pedal pattern referred to as the “Soundwave.” The pattern represents the vibrations of sound that are caused by musical instruments. The pattern is created from the echoing of the Pedal flower mark.

When using the pattern, crop it around a focal point to emphasize the motion of the sound waves’ vibrations.

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Visual Guidelines

Pattern Application When using Pedal’s pattern, called the “Soundwave,” it is better to crop it so it implies waves of vibrations of sound from the object it is focused around.

Billboard

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Imagery

Photographic Attributes These are attributes we use when describing our photographic style to photographers or when searching for stock imagery. Imagery that embodies these attributes captures what Pedal stands for.

Optimistic

Powerful

Dynamic

Emotional

Diverse

Creative

Authentic

Dramatic

Energetic

Communal

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Photography Examples All photography of performing artists must be dynamic and exciting. Post-editing of photographs is free for distortion so long as it enhances the dynamic quality.

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Visual Guidelines

Photography as Pattern Photography for Pedal is also used as a complementary pattern. These photos are highly distorted to aid in conveying a vintage feel for the brand.

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Wayfinding

Wayfinding Wayfinding is an effective way to make a space more comforting for people unfamiliar with an environment.

With large crowds at Pedal Arena during a concert, it is essential that people are able to navigate throughout the arena without trouble.

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Stationery

Business Card The design of our business card is consistent across all Pedal locations. Please contact 540-493-0930 for help in production of additional business cards.

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Letterhead The design of the letterhead is consistent across all Pedal locations. Recommended paper stock for offset printed letterhead is a bright white wove, 100 pound text. Please contact 540-493-0930 for access to Pedal letterhead template files.

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Visual Guidelines

Envelope The design of our envelope is consistent across all Pedal locations. Local postal regulations may make it necessary to adjust the position of certain elements, but in every case follow the layout principles illustrated here. The sizes of these elements are the same as the sizes of the same elements as used in the letterhead.

Please contact 540-493-0930 for help in production of additional envelopes or design services.

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Presentation Folder The design of the press folder is consistent across all Pedal locations. Please contact 540-493-0930 for help in production of additional presentation folders.

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Visual Guidelines

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Applications

Arena Parking Passes The Pedal Arena Parking passes consist of three types: staff, handicap, and VIP parking. All passes are mailed out to the recipient through the US Postal Service. For help with production of additional passes, please contact 540-493-0930.

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T-Shirts Pedal Arena apparel takes advantage of the Pedal “Soundwave� pattern. Shirts with higher contrast will use the Pedal full-color logo. Contact 540-493-0930 for help with production of additional T-shirts.

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Visual Guidelines

Billboard All Pedal billboard designs use our Soundwave pattern to highlight the instrument that the featured artist is playing. All text must be large enough to be legible from great distances.

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Pedal Arena Seating Chart The Pedal Arena seating chart is available on the Pedal website and also at every kiosk in the arena. To see details on seating, go to the mobile website under ticket purchases.

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Visual Guidelines

VIP and Staff Passes The Pedal VIP and staff passes take advantage of the Soundwave pattern. Passes expire seasonally and new designs help security identify expired ones.

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Online

Mobile Website The Pedal mobile website must always follow all W3C standards to avoid confusion while visiting.

All palettes and typography usage must also follow all Pedal-branded specifications. For information on web standards, contact 540-493-0930 for further help.

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Web Design The Pedal website must be simple and easy to use so that fans can enjoy their shows faster. All palettes and typography must follow all Pedal-branded specifications.

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Contact 1000 Water St SW, Washington, D.C. 20024 LelandF@gmail.com 570-329-8493

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Visual Guidelines