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BRAND GUIDE


This is a guide to the basic elements of the Tuesdays brand. We took a lot of time to come up with original shit, so read it. Or whatever... 4 We are Tuesdays 6 Our Rules 8 Our Logo 24 Our Lack of tag-line 26 Our Colour Palette 28 Our Typefaces 34 Supporting Visual Elements 34 Photography Guidelines 38 Typographic Layout Guidelines 40 Our Basic Stationery 48 The Tuesdays App 52 The Website 56 The Catalogue

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We are Tuesdays. Tuesdays is an elusive brand that targets young trendy individuals. We have a large ‘insiders’ focus and are admittedly very selfabsorbed. We are an art space in Fortitude Valley that has Tuesdays artists create a new mural on the walls on monthly opening nights (which are held on a Tuesday). We are very particular on who attends and who is seen at Tuesdays. We dictate what colours are painted on the walls and what attendees wear to ensure maximum brand encapsulation. **You will notice to be reading this now, as a designer you would have gone through a very specific screening test to assess whether you are trendy enough to be a distant part of Tuesdays. Note that while you remain trendy you can continue to work on Tuesdays design elements, however if we find any of our expectations not met we will not hesitate to move onto another Designer or Studio.

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We are Tuesdays. Here are our rules. We have a strict set of rules to keep our brand as elusive as possible. There are only 4, so unless you are completely daft they aren’t hard to follow. The first two rules apply to our brand and employees. The second two rules apply to patrons.

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1 2

BE VAGUE TELL THEM AS LITTLE ABOUT ANYTHING AS POSSIBLE

TREAT EM MEAN KEEP EM KEEN

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YOU COME ON TUESDAYS

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BUT YOU MUST BE INVITED


This is a normal Art Gallery.

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This is Tuesdays


The process of our logo reflects strongly on our brand and practise. First we created a new fresh and sweeping shape to represent the nature of our brand. Second we commissioned a Tuesdays artist to paint the word ‘Tuesdays’. Hand type is so original Third we created the colour ‘Vinyl Black’, applied it and created a digital version of the hand type This is the Tuesdays logo.

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Our logo is very important to us. Treat it with respect and do not misuse it. If you find you do not know how to use it, always refer back to this brand guide. The logo remains the same on both web and print. We are all about being casual, cool, trendy and analog. Our logo sits on an up sweeping arc to represent our causality and to replicate some sort of vintage signage. We do not have a strap-line as they are too main-stream.

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The minimum size for our logo is different for web and print. Print: The minimum size of the Tuesdays logo is the size of it on our business card. You may not ever make it any smaller than the width of 55mm if it is to be printed. Web: The logo must never fall below the size of the logo on the Tuesdays website which functions as a ‘home’ metaphor on the bottom right corner of each page. 95 pixels wide is as small as the logo can be used on the web. No smaller. Ever.

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PRINT

55mm 20mm

WEB

95 pixels 42 pixels


We have two types of logo clearance. The first measures internally. 1.0 The logo should be bled off. The start of the ‘T’ and end of the last ‘s’ in the word ‘Tuesdays’ should be cut off by whatever shape it sits atop. You may only bleed off the sides and under no circumstances can you bleed off the top or bottom of the logo. The diagram clearly shows where you may cut it, and where you may not. Unless you are illiterate, you have no excuse.

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1.0

The very start of the ‘T’ should be ‘cutoff’

The very end of the tail of the s is to be ‘cut-off’.


We have two types of logo clearance. The second measures externally. 2.0 If you are not bleeding the logo off, then a minimum clearance for the logo applies. The minimum clearance of the Tuesdays logo is it’s average ‘x’ height. This is consistent around all sides of the whole logo. The clearance must be measured from the tallest, longest and widest part of the logo. For example, from the top and bottom of the ‘T’ and from the very end of the last ‘s’.

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2.0

x x

x xx x


Do’s & Don’ts of our logo clearance. 1.1 Too Little Bleeding off too little of the logo makes it look like a mistake. 1.2 Too Much Never bleed off too much. Our logo is typographic for a reason idiot... To be read. 1.3 Perfect Bleed off the start of the ‘T’ and the end of the ‘s’. 1.4 Bottom & top blunder NEVER bleed off the bottom and/or top of the logo. It has been clearly outlined that you can only touch the sides.

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2.1 Terrible topping There must be a space of the average ‘x’ height of the type in the logo around ALL sides of the logo. That includes the top 1.2 Gnarly Yes! When the spacing around the logo measures to at least the average ‘x’ height of the logo then you know you are not a complete failure as a mouse monkey. 1.3 Are you retarded? There are too many explanations as to why this is ridiculous.


1.1

2.1

1.2

2.2

1.3

2.3

1.4


Do’s & Don’ts of applying our logo. You wouldn’t wear one red shoe and one blue, so use your brain before applying our logo. 1.0 Vinyl Black on white If the logo is placed on white, it must be Vinyl Black. 2.0 & 3.0 Cross-stitch Cream on brand colours If the logo is placed on a brand colour it must be Cross-stitch Cream. The logo may not be placed on anything but brand colours and imagery.

4.0 White on images If the logo is placed on an image it must be white. And it must be placed on a ‘non-busy’ part of the image. 5.0 Bumble-bee blunder Unfortunately our brand isn’t aspiring to be a bumble bee. The Logo cannot be black when placed on brand colours. 6.0 No ‘creativity’ outside the brand No, you can’t make up your own shitty colours and put our logo on them. Stick to the flipping style guide. 7.0 White logos on images ONLY Black logos may not go on images! 8.0 Logos do not belong on busy imagery No you can’t put the logo on such a busy part of the image. And if the image is too busy, use another one.

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1.0

4.0

2.0

5.0

3.0

6.0

7.0

8.0


We have no Tag line. Tag lines are so mainstream. We do however have a tricky little line we used on our ‘with compliments’ cards. See if you can figure out the acronym. 1.0 This line is set in Gotham Book in an arc shape. 2.0 There are only two instances where the line is integrated with the logo. This is on the last page of the iPhone App and the back page of the catalogue. Obviously it is a complete violation of the logo, however it’s our brand so we can make exceptions. You can’t.

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1.0

FRONT

BACK

2.0

SEE YOU NEXT


Our colours are what make the brand. They are removed primary colours and they say “We are trendy, because we are analog�.

8% 12%

12%

65%

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3%


SELL-OUT RED 65%

SKINNY JEAN BLUE 12%

SOY LATTE YELLOW 12%

VINYL BLACK 8%

CROSS-STITCH CREAM 3%


This is the most similar typeface to our logo. We do not condone you using it, however if there was an emergency. Eg: there is an apocalypse and all files were terminated and we need to get the brand up and running in a day, then maybe you could use it.

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The only supporting typeface you may use is Gotham. You can only use Gotham Light, Book & Bold. Don’t even try any others. Only body copy is set in low caps, anything else must be set in all CAPS.

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

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


Our supporting typeface online is Tahoma This typeface supports web standards and is used for our website.

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Aa

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


The supporting visual elements are generated by Tuesdays artists and the art created on opening nights. We have a tricky way of assuring that all art created on site will be to brand and can then be later used as supporting visual elements for the brand. We only provide paint in brand colours and in various sized paint buckets according the colour percentages. For example the largest bucket of paint is Sell-out Red (65%). Soy Latte Yellow and Skinny-jean Blue are paint buckets the same size, which is about a quarter of the size of Sell-out Red (12% each). The Vinyl Black and Cross-stitch Cream paint buckets are the smallest buckets and about half the size of the Soy Latte Yellow and Skinny-jean Blue buckets. Do you follow?

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We have strict photography guidelines. We have two types of photography. Firstly (1.0) we have photography related to artwork. Pictures of artwork, art being made at Tuesdays and very occasionally, Tuesday house artists themselves. Secondly (2.0) is event photography which is taken on opening nights. The purpose of this photography is to show who might of attended to make us look better on the trend scale. We also like to demonstrate our colour palette through the opening night photography as all patrons are dressed according to Tuesday colours VIA the iPhone app invites (see page 48). The patrons in these images must always be wearing the latest fashions, if you happen to notice somebody who isn’t, alert security and they will be escorted out. There will almost never, ever be a chance that you use any photography outside these two categories. However if you do, before you even get the urge to go and commission some photography or buy some unoriginal stock images, please ask yourself these questions first: Do the images sport the Tuesdays colours? Does the image say “I am Trendy”? Is the image representative of our Tuesdays morals? Is the image related to the artwork made at Tuesdays?

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1.0

2.0


We have strict guidelines for our typographic layout. An exert from our catalogue (1.0) and letterhead (2.0) will be used to aid as examples for Tuesdays typographic layout guidelines. Any other specifics will be explained on page 46 and 56. One point that we want to make clear is that we are elusive therefore legibility is never an issue, UNLESS it is the Tuesdays logo. We prefer type either bleeding off, butting right next to other elements or set over the top of other type elements, as it increases the illegibility of the information. We don’t really give a fuck about the information unless its something about us, that we want to share. As you should have already observed our supporting typefaces are Gotham book and bold. We use Gotham bold in large point sizes as headings or a means to address things. We either make the type as large as its following body copy, as shown in the letter in 2.0 or we bleed off the title, with disregard for the information itself, as shown in 1.0. We generally have all titles set in Vinyl Black. All body copy must be justified for print (with an exception for the business cards) and centred for screen. We do not care about rivers or inconsistent tracking in justification, as we are not concerned with ease of reading or legibility.

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1.0

2.0


Our Basic stationery All of our basic stationery sports the Tuesdays logo bled off on top of sell-out red. We have made all details about Tuesdays eg. address, what it is, email, etc, elusive as that is what Tuesdays is: Elusive. Where double-sides are possible we sport the Tuesdays artwork of the month. Yes that does mean we print a lot, but its for art, so it’s fine. 1.0 The Business Cards 1.1 Employee business card 1.2 General business card 2.0 With Compliments Card 3.0 Letterhead 4.0 Envelope

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3.0

1.0 1.1

2.0

1.2

4.0


Our basic stationery. The business card. 1.0 The Business Card The business card has been shaped after the paint cans provided at Tuesdays and the reverse side with an image of the monthly Tuesdays artwork is representative of what is made by these paint tins. The business card must always sport the bled-off logo atop of whatever Tuesdays colour suits the monthly artwork the most. The reverse side must always sport the monthly artwork. The business cards must always be 55mm in diameter

1.1 The employee card The employees of Tuesdays are just as elusive as the brand itself. We keep their details to a minimum as it maintains their cool persona. They are encouraged to become ‘go-to’ people outside of work and are employed based on their trend status. Employee cards are only ever allowed to have the employees personal Tuesdays email, their mobile number and their name. This keeps it elusive, trendy and intimate. Their name must be set in Gotham Bold (11pt) and the other details in Gotham Book (9pt). 1.1 The general card Our general business card must always sport our address, email, phone number and website. We prefer to keep the details to a minimum to keep the brand a mystery to non-patrons. The details must be set in Gotham Book(9pt).

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1.1

1.2


Our basic stationery. The with compliments card. 1.0 The with compliments card The with compliments card has been shaped after the paint cans provided at Tuesdays and the reverse side with an image of the monthly Tuesdays artwork is representative of what is made by these paint tins. The with compliments card must always sport the bled-off logo atop of whatever Tuesdays colour suits the monthly artwork the most. The reverse side must always sport the monthly artwork. On the reverse of the card reads the line ‘SEE YOU NEXT TUESDAY’. Have you figured out the acronym yet? This text must always be set in an ark, sporting Gotham Book (11.5pt). There must be a space available for Tuesdays employees to write on as well as the QR code. The QR code links to the iPhone app which functions as the invitation to the next Tuesdays event. The with compliments card must always be 75mm in diameter.

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Our basic stationery. The letterhead 1.0 The Letterhead We only send letters to prospective Tuesday artists. We prefer to send letters to them over email as it is analog. We love analog. The letter must always be sent in the Tuesdays envelope. There are dotted lines demonstrating the different thirds of the letter for the purpose of this brand guide. 1.1 The letterhead There are many crucial elements to the letterhead so pay close attention or you’ll likely screw it up. Tuesdays letters are A4, if you don’t know what dimensions that is, you’re fired. They are always on Sell-out red post-recycled paper. The bled-off logo will always run across the top 3rd. The letter itself will always start in the second third. There are very specific typographic layout guidelines. The letter is split into 7 columns with 4.3 gutters and no margins. The letter itself must be set in the middle three columns. The body text must be set in Gotham Book (12pt) and it MUST be justified. We don’t care if you hate rivers or just hated Justin Timberlake’s shitty album. You must justify the text. The ‘Dear <NAME>’ must be enlarged to the width of the three columns. The top of the signature must overlap the last line of the letter. We do not sign off. We only sign. The legal details are set in

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the smallest legible point size possible. Always set them in 7.5pt Gotham Book in Cross-Stitch Cream. The Tuesdays brand is elusive. 1.2 The envelope The envelope is always DL size. The Tuesdays logo must be turned on it’s side with the bottom of the logo facing right, set on the right end of the envelope. Here’s the most freedom you’ll get in this brand guide: You can choose if you want to hand write the address (we do love analog) or you can set it in Gotham Book (12pt).


1.1

1.2


We have an App. We only offer the App on iPhones, because that’s what’s cool. Our application can be downloaded from the QR code on the back of our ‘See you next Tuesday’ card or various other brand elements. The application changes for each person and the content changes once a month. The function of the application is to invite patrons to the opening nights. It gives the address of Tuesdays, mentions who’ll be attending (which is crucial) and tells the patron what to wear. (see page ## for explanation) 1.0 iPhone Application icon Tuesdays App Process 2.0 Front page of app. Patron presses arrow down to scroll down to the next page. 3.0 Page scrolls down to password entry field. 4.0 Patron enters password which takes them to the next page... (Continued...)

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1.0

ENTER PASSCODE I’M TOO TRENDY MICRO BREWERY

ENTER PASSCODE

2.0

3.0

4.0


We have an App. (Continued) Tuesdays App Process Continued 5.0 Page reads ‘We are having an opening’. Patron taps arrow to scroll to next screen. 6.0 Page scrolls down to the date the next opening is on. Patron taps arrow to scroll to the next screen 7.0 The app abrasively states the address of Tuesdays. 8.0 Patron scrolls to next screen which tells them what colours to wear to the opening. 9.0 Patron scrolls to the next screen, which boasts who will be at the opening. 10.0 The final screen on the app reads ‘See you next Tuesday’.

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IF YOU DON’T ALREADY KNOW. WE’RE AT 246 BRUNSWICK ST, FORTITUDE VALLEY

WE’RE HAVING AN OPENING ON TUESDAY 13TH AUGUST

5.0

6.0

7.0

90TEETH, SHEPPARDS, ANDY DOORBELL & SUNT WILL BE THERE

SEE YOU NEXT

WEAR RED SHOES AND BLUE JEANS

8.0

9.0

10.0


Our website is as elusive as our brand. The URL for our website is tuesdays.com.au. The feature image on the home page is to be changed monthly to the monthly Tuesdays artwork. Each page is a different colour picked from the Tuesdays colour palette. All text must be set in Crossstitch Cream. For web standards all text must be set in Tahoma. If there ever comes a day where we don’t need a web font, then Gotham Book must be used in all caps. It’s likely we’ll rebrand by then anyway though. The website functions on a scroll basis instead of separate pages, that’s what’s trendy at the moment. The links however do link to the different sections which are differentiated by different Tuesdays colours. There is a Tuesdays logo that sits in the bottom right side of the window, it remains still while the website scrolls and functions as a metaphor for the ‘home’ button. Our website is as elusive as our brand and is designed to give as little information as possible. This is one reason why we haven’t included any reference to what Tuesdays is (besides the Tuesdays monthly artwork) or an ARTISTS page.

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1.1 The home page The home page must feature the white Tuesdays logo centred at 300 pixels wide. The page links must be Cross-stitch Cream. Legibility isn’t an issue, so don’t sweat it if you cant see the links over the Tuesday monthly artwork. The links are: CONTACT, EVENTS, CATALOGUE and BLOG. 1.2 CONTACT The CONTACT page reads our contact details. See how hard it is to crew that one up? 1.3 EVENTS The events page reads: “WE DON’T DO FUNCTIONS. WE DO, DO THEM; BUT NOT FOR YOU. WE HAVE EVENTS, BUT YOU HAVE TO BE INVITED.“ Then it has a link that reads: “HOW TO GET AN INVITE” which links to the next page. (Continued...)


1.1

1.2

1.3


Our website (Continued) 1.4 ‘KNOW SOMEONE’ This page will not show when scrolling it only scrolls when the link “HOW TO GET AN INVITE” on the EVENTS page is clicked. It reads: “KNOW SOMEBODY”. 1.2 CATALOGUE The catalogue page shows a picture of the front page of the monthly catalogue however does not offer a download. If you want the catalogue you have to come and get one. We like to put you out like that.

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1.4

1.4


Our catalogue is a perfect example of typographic and image layout. Our catalogue changes monthly and is updated with the current Tuesdays artwork of the month. The catalogue is a constantine fold booklet with each page measuring at 260mm (w) x 165mm (h) per page. The booklet will have as many pages as there are artists. The Tuesdays catalogue is a perfect example of out typographic and image layout. The catalogue is dominated by rhombus shapes that feature the Tuesdays colours and the Tuesdays monthly artwork. You must use all other the Tuesdays colours according to page 26. All Tuesdays monthly artwork images must be placed in these rhombus shapes, except on the contents page.

3.0 - 5.0 Tuesdays Artists Pages

1.0 The front page

1.0 The back page

Each month we commission a Tuesdays artists to design the cover. We generally prefer the cover to be majority Sell-out Red, however we do make exceptions for certain well-known artists.

The back page will always have a background of an image of the last Tuesdays opening featuring, fashionable patrons sporting the Tuesdays colours, and with a small part of the Tuesdays monthly artwork in the picture. This image must be upside-down, because we are original.

2.0 The contents The contents page shows different photos of the sections of the wall each artist created. These images are labelled subtly with page numbers that are made reference to at the start of each Tuesdays artists bio. The contents also has the name of the current month, this must always be set in Gotham Bold, Vinyl Black, 170pt; if the word exceeds the page, it is fine for it to span over to the next.

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These pages are dominated by the image of the artists section of the wall (used on the contents page), which is placed in the rhombus shape used through the catalogue. The artists name must bleed off on either end of the page in Gotham Bold 100pt, also do not worry if the name exceeds the page, we don’t really care as its Tuesdays who is the main focus and its arty. The artists bio may be set in Cross-stitch Cream. Legibility isn’t an issue. The paragraph must be justified and must have one end butting up against the first word of the artists name. If you don’t get it, look closer at the design as an example. If you still don’t get it, you’re fired.

The rhombus shape is set over the top with the violated logo and non-tagline ‘See you Next Tuesday’ (The circumstance where this is okay is explained on page 24). There is also a QR code set in the bottom left corner that links to the Tuesdays iPhone app.


FOLD

FRONT SIDE

1.0

2.0

3.0

4.0

5.0

6.0

BACK SIDE

ACTUAL SIZE OF EACH PAGE: 260MM (W) X 165MM (H)

Tuesdays Brand Guide  

Brand designed for Brisbane Gallery Tuesdays, by Sophia Mary Mac

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