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Identity Standards Manual
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01 CONCEPT
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02 LOGO
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03 ELEMENTS
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04 MATERIALS
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01 All About Music Crescendoâ&#x20AC;&#x2122;s brand identity is centered around a core visual interpretation of music, made up of shapes and the overlap between them. Just as music creates complex arrangements from smaller fundamental parts, Crescendoâ&#x20AC;&#x2122;s brand scales from a simple concept to a full-fledged design system without sacrificing consistency.
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Crescendo (adverb) In music, a gradual increase in loudness. A crescendo is depicted in music theory as a long V on its side, starting with the small end at the left, and opening up to the right.
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Qualities of Music Color plays an integral role in Crescendoâ&#x20AC;&#x2122;s identity. We use color as a metaphor for music through the use of overlap. Two music notes combine to create harmony. Two colors combine to create a new third color. This occurrence of overlap and the creation of new color is the foundation of Crescendoâ&#x20AC;&#x2122;s design elements and overall identity.
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02 Crescendoâ&#x20AC;&#x2122;s Mark The logomark is the center of Crescendoâ&#x20AC;&#x2122;s identity. It is the most basic part of the brand, but also the most widespread in use. Our mark is our strongest identifier to our community and partners, and the recognizable symbol that unifies our assets.
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Our Logo Crescendo as a brand is a celebration of music and the culture around it. Our logo aims to demonstrate that enthusiasm with bold color, clear shapes, and a simple, recognizable mark.
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A Font of Our Own Following a concept based on shape, color, and overlap, Crescendoâ&#x20AC;&#x2122;s logo uses a custom multicolored typeface. This font is suited only for display purposes. Though it has a few color options to account for the variety of applications such type might be used for, it should never be used for body copy, and discretion should be used when deciding which color option to use.
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Crescendo Trio Specifically designed for the logo, Crescendo Trio should be used sparingly in other non-logo applications, if at all.
Crescendo Duo Crescendo Duo is best suited to large titles and display type, so long as the background provides enough contrast for it to be legible.
Crescendo Solo Solo is rarely used, designed primarily for singlecolor prints or for use against complicated or high-contrast backgrounds.
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Spacing & Margins In general, branded materials should utilize open whitespace in design. However, in more compact applications, the pictured minimum margins should be enforced.
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Logo Colors The brand logos are designed to be flexible and colorful. However, care should be taken to ensure color and tone maximize contrast against the background. In general, stick to brand colors or black and white for optimal consistency.
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Do not use multi-colored logos in greyscale.
Do not use the logotype without the mark.
Do not bevel or add shadow to the logo.
Do not stretch the logo.
Color changes are allowed in monotone.
The mark alone may be used as a logo.
Usage Guidelines Crescendoâ&#x20AC;&#x2122;s identity is designed to be fluid and versatile. However, some regulation of use must remain in place in order to ensure a consistent, trustworthy brand identity.
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Mark The logomark alone can be used to identify Crescendo, provided it is in full color.
Logo In most applications, however, the full logo should be used, as it is a stronger identifier.
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03 Supporting Identity Beyond the logo, we want to be recognizable at a glance, and this identity is created by consistent colors, typography, and supporting elements, as shown in the following chapter.
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Bold Brand Colors
Legato
PANTONE 7672 C
PANTONE Black C
CMYK 94, 97, 22, 9
CMYK 0, 0, 0, 100
RGB 59, 49, 122
RGB 0, 0, 0
HEX #3b317a
Forte
HEX #000000
Our base brand utilizes four main colors
PANTONE 258 C
PANTONE ---
and black and white, as has already been
CMYK 53, 89, 0, 0
CMYK 0, 0, 0, 0
demonstrated in previous chapters. For use
RGB 148, 66, 163
RGB 255, 255, 255
in promotional materials and genre-specific
Adante
HEX #9442a3
Piano
HEX #ffffff
events, there are also auxiliary colors, moderato and poco, typically as accents.
Allegro
Staccato
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PANTONE 191 C
PANTONE 3258 C
CMYK 1, 89, 24, 0
CMYK 65, 0, 36, 0
RGB 252, 59, 130
RGB 70, 200, 188
HEX #fc3b82
Poco
HEX #46c8bc
PANTONE 165 C
PANTONE 136 C
CMYK 1, 76, 88, 0
CMYK 6, 28, 83, 0
RGB 252, 99, 46
RGB 247, 189, 67
HEX #fc632e
Moderato
HEX #f7bd43
ELEMENTS < 03
Aa Aa
Aa Aa
Aa Aa
Contrast Guidelines With color freedom, there comes a need for responsibility. It is important to maintain enough contrast in applications for type or illustrations to be clear against their backgrounds of other colors.
Aa
Aa
Aa
Aa
Aa
Aa
Avoid colors and shades that are too similar. When using duotone type or imagery, use extra caution as the color interaction can be more complicated to work with.
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logos
Typography Type decisions should be made based on the needs of the information. Large type like logos and large headers should be set in Crescendo fonts. The logo should always be in our font.
headers
Smaller headers, however, should be set in Avenir to improve readability at smaller scales or larger distances. Small body copy should be set in Lato as it is an easier typeface to read at very small sizes than the more geometric fonts listed previously.
subheads
Avenir LT Std 95 Black AVENIR LT STD 85 HEAVY
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Lato Light
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Aa Bb Cc Dd Ee Ff Gg ♯ ♭ Aa Bb Cc Dd Ee Ff Gg ♯ ♭ Aa Bb Cc Dd Ee Ff Gg ♯ ♭ 27
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A Language of Lines & Shapes Crescendo has several symbols and shapes to make up its brand allowing for much flexibility. The use of circles and line stem from the visual elements found in music notation.
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Embracing Our Musical Icons While the simplistic elements are helpful for conveying the metaphorical motion of music, for the sake of helping audiences identify their preferred genres, more recognizable visuals of musical instruments can be used in wayfinding and promotional publications.
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Patterns & Layering From these elements and colors, patterns are developed to identify genres and events at a glance. Thus by looking at a poster, the viewer will recognize first of all our brand, and secondly the type of event we are advertising.
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04 Flexible Use By layering our identity through color, shape, and icons, the brand can scale from the smallest business cards to the largest posters.
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Stationery Within correspondence materials there is freedom to use any variation of our brand colors and shapes. In this case the identification of a genre is less important than the overall look of the brand, but it is preferable that the brandâ&#x20AC;&#x2122;s dark purple be used predominantly so that the logo still shows up clearly.
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Wayfinding System
genre identifier
The audienceâ&#x20AC;&#x2122;s experience does not end when tickets are purchased. The wayfinding system of Crescendo Concert Hall should also align to the design system put forth by these brand standards with specific attention paid to
music hall number
smaller cues
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hierarchy of information and visuals.
MUSIC HALLS 02 Jazz 39
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Avenir LT Std 85 Heavy
Aa 0123
Typography & Hierarchy Size is the most immediate demonstration of hierarchy, but important text (like exits) should be accented in a brighter color to be readily
wall wayfinding
Restrooms Backstage Exit
visible to the eye.
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boston symphony orchestra SYMPHONY 9 BRUCKNER boston symphony orchestra WHAT IF NOTHING walk the moon
WHAT IF NOTHING
SEPTEMBER 4 doors | 5:30 PM show | 6:30 PM
A14
SEPTEMBER 4 doors | 5:30 PM show | 6:30 PM
F26
JUNE 15 doors | 8:30 PM show | 9:30 PM
F26
JUNE 15 doors | 8:30 PM show | 9:30 PM
walk the moon
SEAT A14 SE
SEPTEMBER 4 doors | 5:30 PM show | 6:30 PM
bosto symp orche
SYMPHONY 9 BRUCKNER
A14
SEAT F26 SEAT A14 SEAT SEAT A14 F26
SYMPHONY 9 BRUCKNER
A14
walk the moon
SEAT F26S SEAT F26SEAT F26 SEAT A14SEAT A14
walk the moon
boston boston symphony symphony walk the orchestra orchestramoon
AT A14
JUNE 15 doors | 8:30 PM show | 9:30 PM
6 EAT F26
F26
walk the moon
WHAT IF NOTHING
the n
show | 9:30 PM
walk the moon
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Event Tickets The event tickets and programs should be designed with care within a system. Some information and placement will be fairly standard from event to event, but the art will vary. This design is with the knowledge and intent that many people save concert tickets as a way to commemorate events. Crescendo aims to affirm its identity as a place that facilitates memorable experiences from the initial buying process until the end of the event.
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Enhanced Experience The in-between of buying and attending is the keeping of that information. Our app should readily present information on the userâ&#x20AC;&#x2122;s tickets and the artists the user is seeing. For music enthusiasts, we also provide the opportunity to follow along with the songâ&#x20AC;&#x2122;s sheet music (where applicable).
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SUSAN PALLMANN Design Art Direction Renders
UNIVERSITY OF LOUISVILLE Meena Khalili Adventures in Design 2019-2020
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