Tumeke FM - Design Guidelines

Design

Guidelines tumekefm Te Reo ora The new brandbook for TUMEKEFM 96.9

96.9

whakarongo mai

Brand guidelines for TUMEKEFM 96.9

About

our brand

tumekefm 96.9 Te Reo ora whakarongo mai

This identity guideline is a tool designed to project the image, values, and aspirations behind our brand.

It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. Every participating institution is responsible for representing or coordinating the use of the brand along with an individual institution’s brand.

Just waiting for this storm to pass me by And that’s the sound of sunshine - MICHAEL FRANTI -

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Table

of contents

01 THE LOGO The Logo and its usage

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Black + white

7

Logo construction and clearspace

8

Mininmum logo sizes and incorrect uses

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02 TYPOGRAPHY Fonts

12

Typography and hierachy

14

03 COLOUR SYSTEM The Logo colour palette

18

Secondary colour palette

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04 THE IMAGERY The moodboard - photography

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The moodboard - brand assets

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05 ADDITIONAL Corporate icons

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Brand guidelines for TUMEKEFM 96.9

The

logo design

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01 Our logo is the touchstone of our brand and one of the most valuable assets. We must ensure its proper usage.

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Brand guidelines for TUMEKEFM 96.9

primary

The logo

and usage

The general logo The corporate logo is

tumekefm 96.9 Te Reo ora whakarongo mai

presented through the use of colours, shapes and typography.

The colours are a warm red, black and grey.

The TUMEKEFM 96.9 logo combines three elements: the TUMEKEFM 96.9 logotype, the tagline and the stroke as a graphical element. These elements should never be changed. Position, size, and colour, along with the spatial and proportional relationships of the TUMEKEFM 96.9 logo elements, are predetermined and should not be altered.

Used consistently, they will reinforce public awareness of the company.

DARK VERSION

LIGHT VERSION

tumekefm 96.9 Te Reo ora

tumekefm 96.9 Te Reo ora

A variant of use when the background is

A variant of use when the background is

light coloured.

dark coloured.

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whakarongo mai

tumekefm 96.9 Te Reo ora whakarongo mai

100% black

Black + WHITE Sometimes, only one colour of ink is available and so the Logo must be reproduced using only one colour. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light colour type on a dark background or in a dark colour type on a light background.

The logotype and the symbol must be clearly distinguishable from the background colour.

You must honor the TUMEKEFM 96.9 Logo palette when possible, using black or white if necessary.

tumekefm 96.9 Te Reo ora whakarongo mai

100% white

7

Brand guidelines for TUMEKEFM 96.9

primary

+ clearspace

tu

tumekefm 96.9 Te Reo ora whakarongo mai

tu

Logo construction

FULL LOGO

The TUMEKEFM 96.9 logo requires seperation from the other elements around it. The space required on all sides is roughly eqivalent to the height of the TU in logo type. It never should be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand.

Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.

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Whenever you use the logo, it should be surrounded with clearspace to ensure its visibility.

MINIMUM LOGO SIZES

THE LOGO

There are no predeterminded sizes for the TUMEKEFM 96.9 logo. Scale and proportion should be determined by the available space, function and visibility. In print

tumekefm 96.9 Te Reo ora whakarongo mai

the minimum size is 34 mm width.

34 mm

LOGO: INCORRECT USE Please note: The logo cannot be changed!

Although creativity is appreciated please do not alter the logo in anyway!

he ra hou it’s a brand new day!

t umek e f m 96.9 Te Reo ora whakarongo mai

DON’T change the font

tumekefm 96.9 Te Reo ora

tumekefm 96.9

DON’T add a drop shadow

DON’T rearrange elements

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tumekefm 96.9 Te Reo ora Don’t use different colours

tumekefm 96.9 Te Reo ora

tumekefm 96.9 Te Reo ora

DON’T add gradients

DON’T use it over an image

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DON’T outline the logo

DON’T stretch the logo

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Brand guidelines for TUMEKEFM 96.9

secondary

The secondary logo

The logo

The corporate logo is

tumekefm

and usage

NINETYsix.NINE

presented through the use of colours, shapes and typography.

The colours are a deep red, black and grey.

Sometimes application doesn’t lend itself to use the primary logo with slogan. In such instances the secondary logo without the slogan may be used.

All logo rules and application for the secondary logo are the same as for the primary logo.

Used consistently, they will reinforce public awareness of the company.

DARK VERSION

LIGHT VERSION

tumekefm

tumekefm

A variant of use when the background is

A variant of use when the background is

coloured.

dark coloured.

NINETYsix.NINE

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NINETYsix.NINE

tumekefm NINETYsix.NINE 100% black

Black and WHITE Sometimes, only one colour of ink is available and so the Logo must be reproduced using only one colour. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light colour type on a dark background or in a dark colour type on a light background.

The logotype and the symbol must be clearly distinguishable from the background colour.

You must honor the TUMEKEFM 96.9 Logo palette when possible, using black or white if necessary.

tumekefm NINETYsix.NINE 100% white

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Brand guidelines for TUMEKEFM 96.9

The

typography

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02 Typography is 95% of design – it’s a driving force in all forms of communication art

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Brand guidelines for TUMEKEFM 96.9

fonts

industry inc THIS FONT FAMILY HAS STRIKING AND DISTINCT VARIATIONS. USES HEADINGS, SUB-HEADINGS, PULL QUOTES, LYRIC QUOTES ETC This font should be used in all TUMEKEFM 96.9 communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.

industry inc BASE INLINE INLINE STROKE STENCIL

Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_

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Open Sans LIGHT REGULAR ITALIC BOLD BOLD ITALIC EXTRA BOLD

fonts

Open Sans USES BODY COPY This serif font is available in 10 weights. We use 3 of them. The regular, italic and bold versions.

Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_

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Brand guidelines for TUMEKEFM 96.9

Typography

and hierachy

Main title: Industry Inc [Stencil]

Title header Heading 1: Industry Inc [Base]

Size is the simplest way to create contrast between different typographic elements in your design. With different levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in

Headline one

size as you move down the page.

Heading 2: Industry Inc [Inline] Layout, for both print and screen, is one of the most important aspects of graphic design. Designs that extend across multiple pages or screens, whether containing large or small amounts of type, must be carefully controlled in a way that is enticing and is easy for all to access.

Here are some of the most common examples for the designs.

Headline two Heading 3: Industry Inc [Inline Stroke]

Headline three Heading 4: Open Sans

Headline three Heading 5: Open Sans

HEADLINE FOUR 16

Character & paragraph styles BASIC TEXT BOLD UPPERCASE

Basic text italic

Basic text regular

MĀUI DREAMED OF THE DAY THAT HE COULD GO

Māui dreamed of the day that he could go fishing with his

Māui dreamed of the day that he could go fishing with his

FISHING WITH HIS OLDER BROTHERS. EACH TIME HIS

older brothers. Each time his brothers returned from a fish-

older brothers. Each time his brothers returned from a

BROTHERS RETURNED FROM A FISHING TRIP MĀUI

ing trip Māui would ask, “Next time, can I come fishing with

fishing trip Māui would ask, “Next time, can I come fishing

WOULD ASK, “NEXT TIME, CAN I COME FISHING WITH

you?”. But Māui’s brothers would always make an excuse. “No

with you?”. But Māui’s brothers would always make an

YOU?”. BUT MĀUI’S BROTHERS WOULD ALWAYS

you’re much too young to come fishing with us. We need all

excuse. “No you’re much too young to come fishing with

MAKE AN EXCUSE. “NO YOU’RE MUCH TOO YOUNG TO

the room in our waka for the many fish that we catch.”

us. We need all the room in our waka for the many fish

COME FISHING WITH US.

Basic text white center Māui dreamed of the day that he could go fishing with his older brothers. Each time his brothers returned from a fishing trip Māui would ask, “Next time, can I come fishing with you?”. But Māui’s brothers would always make an excuse.

that we catch.”

List with bullets •

Māui dreamed of the day that he could go fishing with his older brothers.

•

Each time his brothers returned from a fishing trip Māui would ask, “Next time, can I come fishing with you?”.

•

But Māui’s brothers would always make an excuse.

•

“No you’re much too young to come fishing with us.

List with numbers

1 Māui dreamed of the day that he could go fishing with his older brothers.

2 Each time his brothers returned from a fishing trip Māui would ask, “Next time, can I come fishing with you?”.

3 But Māui’s brothers would always make an excuse.

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Brand guidelines for TUMEKEFM 96.9

The

colour system

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03 With 93% of customers influenced by colours and visual appearance, the correct brand colours must be used at all times.

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Brand guidelines for TUMEKEFM 96.9

100%

80%

The logo

PRIMARY COLOUR RED

60%

COLOUR CODES CMYK

7 / 100 / 68 / 32

RGB

157 / 34 / 53

HEX

#9D2235

Pantone 201 C 40%

colour palette

20%

100%

USE OF COLOUR FOR THE PRINTED & DIGITAL LOGO. The following palette has been selected for use in TUMEKEFM 96.9 communcations. Lighter tints of these colours are also allowed, but the Logotype + background may only be used with a 100% tint.

80%

PRIMARY COLOUR BLACK

60%

COLOUR CODES CMKY

0 / 0 / 0 / 100

RGB

0/0/0

HEX

#000000

Pantone Black 6

The primary colours include a deep Red, Black and Grey, that

40%

embodies the creativity and dynamics of the company. The colour palette is bold and striking.

20%

A comprehensive colour palette has been developed to provide flexibility while creating a unified, recognisable appearance across all communications.

100%

80%

PRIMARY COLOUR GREY

60%

40%

20

20%

COLOUR CODES CMKY

21 / 11 / 9 / 23

RGB

175 / 182 / 189

HEX

#aeb6bc

Pantone 429 C

VINYL ORACAL® 970 371 Red Chilli

Secondary

colour palette 100%

80%

SECONDARY COLOUR METALLIC SILVER

Where possible to compliment the CMYK Primary colour print,

COLOUR CODES Pantone 10389

60%

the addition of Metallic Silver ink and Silver vinyl palette are encouraged to enrich the TUMEKEFM 96.9 visual identity as a whole. Lighter tints of these colours are also allowed.

These colours are complementary to our official colours.

40%

20%

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Brand guidelines for TUMEKEFM 96.9

The

imagery

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04 Brand image is the overall impression in consumers’ mind that is formed from all sources.

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Brand guidelines for TUMEKEFM 96.9

Moodboard red

In our colour palette, use photos with our red in it, minimise all other colours where possible, keep the focus on red, the warm corporate red and not neon, fluorescent or pastel red. Black & White and Greyscale photography teamed up with solid blocks of red. Radio presenters, local scenery and events, mono and isolated radio gear and elements.

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photography Good imagery helps to reinforce our values and creativity. Any photography needs to be professional in its approach and engaging in its content. It is essential for our TUMEKEFM 96.9 brand, as it creates emotion and has a distinct personality.

The uniqueness of each photo will help to reiterate the independent spirit of our brand.

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Brand guidelines for TUMEKEFM 96.9

Moodboard red

Sometimes photos are not enough to convey a message. Strong geometric shapes and lines teamed up with solid blocks of our primary colour gives visual impact. Shapes and lines should be carefully selected to suit the voice of the TUMEKEFM 96.9 brand.

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brand supporting assets

Just waiting for this storm to pass me by And that’s the sound of sunshine - MICHAEL FRANTI -

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Brand guidelines for TUMEKEFM 96.9

The

additional

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05 Our organisation, no matter how well designed, is only as good as the people who live and work in it.

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Brand guidelines for TUMEKEFM 96.9

Corporate icons

The icons are pictograms displayed on the screen or print layout in order to help to navigate through the content. The icon itself is a comprehensible symbol of a software tool, function, or a data file, accessible on the system and is more like a traffic sign than a detailed illustration of the actual entity it represents.

ICONS FOR WHITE BACKGROUND

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MINIMUM ICON SIZE

The minimun size for the icon usable in web is 8,5 mm for print designs 14 mm

MAXIMUM ICON SIZE

ICONS FOR DARK BACKGROUND

The maximum size for the icon usable in web is 20 mm for print designs 55 mm

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tumekefm 96.9 Te Reo ora whakarongo mai

CLIENT Sun FM 96.9 and Tumeke FM 96.6 Ngati Awa House, 4-10 Louvain St, Whakatāne www.sunfm.co.nz | www.tumekefm.co.nz