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Branding Elements


Designed by Matt Toles


TABLE OF CONTENTS Mission Statement................................................. 3 Logo....................................................................... 4 Design Motifs......................................................... 8 Color Scheme....................................................... 10 Type Faces............................................................ 12 Photo Themes....................................................... 14 Business Stationary............................................... 16 Signage................................................................. 18 Collateral.............................................................. 22 Web Page............................................................. 24 Mobile App........................................................... 28 Commercial.......................................................... 30


MISSION STATEMENT Loft Recording is a place for all musicians to affordably turn their musical ideas into shareable records that you can be proud of. We encorporate the best of old and new technology to help our clients find whatever sound they are looking for. Our tag line “Let’s make a classic” makes people feel like anything is possible.

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LOGO Our logo has a classic, organic feel that is reminiscent to the style in which we first started recording music. Matched with the vibrant blue, this logo is fun, recognizable, and perfectly simple.

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This is how the logo will be seen in most applications.

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This is how the logo will be seen in black and white applications.

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PROPER USE

Less is more.

Logo may be placed on background with subtle details.

IMPROPER USE

Do not change the colors of the logo.

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Do not change or distort the logo.

Do not remove pieces of the logo.


LOGO SPACING On an eight by eight grid, there should always be one full row around the diameter of the circle. For example, a logo with a six inch circle requires atleast an inch of space around the circle.

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DESIGN MOTIFS Our design motifs encompass the versatility of Loft Recording. For Loft it is important that people are aware of our new, and old techniques and mentalities

01 The Soundwave motif represents the technological , modern side of Loft.

02 The hand-drawn musical images remind people of the do it by hand mentality that inspires many musician’s sound.

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EQUIPMENT

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COLOR SCHEME

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Our choice of color expresses vibrance and creativity, much in the way we operate at Loft!

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Jet Black CMYK 00/00/00/100 RGB 0/0/0 Hex #000000

Electric Blue CMYK 70/15/00/00 RGB 41/170/226 Hex #20AAE2

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Snow White CMYK 00/00/00/00 RGB 255/255/255 Hex #FFFFFF

Vintage Red CMYK 17/98/93/7 RGB 193/39/45 Hex #C1272D

Stone Grey CMYK 27/21/21/00 RGB 188/188/188 Hex #BCBCBC


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TYPE FACES Haettenschweiler

Aa

ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890

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Haettenschweiler will be used for most all headings and our go to bold font for important information. Almost always shown in all capitols.


Century Gothic

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AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUu VvWwXxYyZz 1234567890

Century Gothic will be used for all body copy on the web, printed media, and all other applications.

Century Gothic Bold Century Gothic Italic Century Gothic Bold Italic

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PHOTO THEMES During recording,a studio is a musician’s 2nd home. The Imagery used in all things Loft will reflect the warm, facilitating environment that we provide here. Also, it doesnt hurt to show off all the equipment that every musician at one point in his or her life has only dreamed of. People have a good time in our studio. We want people to see that.

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BUSINESS STATIONARY Every business should put their mark on all stationary. Business cards are an iconic way of making contacts with future clients and people who could potentially benefit the company. All business cards and envelopes are standard size.

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Business Cards

Sound Engineer Let’s make a Classic. 48 Dellwood Pl. Cheektowaga, NY Phone: 716-894-3374

Envelopes Loft Recording

48 Dellwood Pl. Cheektowaga, NY 14225

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SIGNAGE All of Loft’s signage, both interior and exterior, will be done very simply and very tastefully. The storefront will contain the name and tagline. The awning will be the Electric Blue color used on the logo with the logo on the window. The billboard will contain the logo, alternate tagline and phone number. Just enough information for someone to remember. The logo will be put in various places throughout the studio.

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STORE FRONT

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BILLBOARD

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CONTROL ROOM

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COLLATERAL

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Who doesn’t like free stuff! Not only does giving things away please clients, it’s a good way to get more people to see the Loft Recording logo.

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Guitar Picks Ask any guitarist, you can never have too many picks.

Stickers Stickers are great forms of advertising and musicians have many places to put them.

03 Flash Drives Need to transfer song files? No problem! Snag a free Loft Recording flash drive.

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WEB PAGE Any business in today’s day and age needs a web presense that is fun and easy to use, nice to look at,and fully functional through out. Our website will do just that. All the information a potential client might need about our business can be found. A live twitter feed will be updated periodically throughout the day on the right and a music player plays the tunes of past and present bands that have used the wonderful Loft Recording facility.

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HOME

ABOUT US

EQUIPMENT

BOOK A SESSION

CONTACT

LoftRecords716 Making some beautiful sounds today! 2 hours ago

LoftRecords716 Music just isnt the same today as it used to be 3 days ago

RADIO

Welcome to the Official Loft Recording webpage

The Wavy Jim Band More Than Eyes

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HOME

ABOUT US

EQUIPMENT

BOOK A SESSION

CONTACT

EQUIPMENT CONTROL ROOM GEAR

STUDIO ROOM GEAR

CONSOLE - German made Audio Engineering 56 channel x 24, transformerless, sweepable EQ, 8 AUX sends, 12 sub groups, 640 point TT patchbay, SMPTE based Mega Mix Automation Direct Interface - 32 Channels of electronically balanced rack mounted direct boxes wired directly into main TT patchbay for quick set up to any of YOUR outside gear

STUDIO DRUM SET & PERCUSSION - Sonar 5-piece set with Paiste ride and crash cymbals, Zildjian Hi/hat, Pure Tone acoustic gates and Assortment of Percussion Instruments

MICROPHONES - Neumann U47, Neumann U87, AKG C414EB (2), AKG 451 IB (2), AKG 224E, Sennheiser 421, Shure SM81, Shure SM57, Shure Stereo MS Pattern, Groove Tube MD -1 tube mic & MD -2 tube mic - both with tube power supply, Audio Technica 4030A, Shure Vintage, AEA R84 Ribbon

KEYBOARDS- Kurzweil K2000S library of sounds, Kimball 5' Acoustic Baby Grand Piano

LoftRecords716 Making LoftRecords716 Making some beautiful sounds some beautiful sounds today! today! 2 hours ago 2 hours ago

LoftRecords716 Music LoftRecords716 Music just isnt the same today just the as itisnt used tosame be today as it ago used to be 3 days 3 days ago

STUDIO GUITARS - Fender Strat, G&L Bass with EMG pickups and Acoustic 6 string

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GUITAR AMPS/PREAMPS & SPEAKERS - Trio Groove Tube Pre-amp with Rocktron 150 watt amp and Bag End speaker cabinet with 1-12 EV, Pearce G2X, Tube Works Blue Tube, Groove Tube SP1 BASS pre-amp with parametrix EQ, Limiter and Exciter, SAN AMP DI box

The Wavy Jim Band More Than Eyes

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HOME

ABOUT US

BOOK A SESSION OPEN

Sun

Mon

BOOK A SESSION

EQUIPMENT

CONTACT

LoftRecords716 Making Making LoftRecords716 some beautiful sounds some beautiful sounds today! 2 today! hours ago

December 2012 Tues

Wed

Thurs

2 hours ago

Fri

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LoftRecords716 Music LoftRecords716 Music just isnt the same today just isnt the today as it used to same be used to be 3 as daysitago

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BOOKED

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Call to schedule your session

3 days ago

RADIO

CLOSED FOR HOLIDAYS!!!!! 27 28 29 24 25 26

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The Wavy Jim Band More Than Eyes

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MOBILE APP Music requires the proper equipment just like any other craft. The Loft Recording Mobile Equipment Guide allows users to choose a genre of music and an instrument and find all of the equipment that is relevant to that genre.

01 This is the app’s home screen where the user sets the parameters. The drop menu has many choices.

02 This screen shows the results. The user scrolls down to view the different choices. Subgenres of each instrument are shown at the bottom.

03 Clicking the i button brings the user to a small written description of the equipment.-

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BLUES GUITAR

EQUIPMENT GUIDE

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Select your instrument and desired genre to find the right gear for you!

BLUES GUITAR

Instrument Fender Strat

Fender Strat

The Fender Strat is a historical guitar. It is a very versitile guitarcapable of many genres, including blues. The Fender Strat Roadhouse is an especially good blues guitar. Perhaps its the single coil pick ups or the amazing

Genre Guitars

Amps

Pedels

Strings

Guitars

Amps

Pedels

Strings

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COMMERCIAL The idea for our commercial is based on the success of the classic Will Ferrel cowbell SNL skit. While a calming song plays you hear a man’s voice say “At Loft Recording, we are all about finding that perfect sound. When it cuts to the man playing cowbell the song will stop and the man will say, ”Whatever you may think that sound is.”

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STORY BOARD

Let’s make a classic

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Loft Recording Branding Project  

This was a project in which we were supposed to take an existing Buffalo, NY based service, and rebrand them.

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