Page 1

i


The secrets of this earth are not for all men to see, but only for those who will seek them. Ayn Rand


PRINT & BINDERY 1699 Broderick Street San Francisco, CA 94115 www.aoifecrofts.com First published 2013 Š 2013 Aoife Crofts ISBN 0 7418 4401 2 A digital version of this catalogue is available online at www.rldx.com All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the written permission of the Rolodex Alliance. Designed by Aoife Crofts Printed in the United States of America


THE CHOSEN FEW


Invisible threads are the strongest ties. Friedrich Nietzsche


THOSE WHO KNOW DO NOT SPEAK. THOSE WHO SPEAK DO NOT KNOW. Lao Tzu


123

WE WERE...

WE ARE...

SYSTEMS

\10 \13 \16 \20 \22 \26

\35 \36 \38 \40 \42 \44 \46 \48 \52

\56 Typeface \60 Color \62 Identity

Rotary Index Demise & Rebirth Out With The Old In With The New Projection & Placement We Are The Index

Our Identity Inspiration Anatomy & Usage Divisions Mark in Detail Clearance Sizing Against Backgrounds Misuse


4

BEYOND

\68 New Territory \74 Vanity \78 Theft \80 Stalk

INDEX


7

WE WERE... \10 \13 \16 \20 \22 \26

Rotary Index Demise & Rebirth Out With The Old In With The New Projection & Placement We Are The Index


THE ROLODEX was a PHYSICAL REMINDER TO ITS OWNER AND AN ANNOUNCEMENT TO OTHERS, ABOUT WHO THEY WERE AND WHAT their accomplishments BY DISPLAYING THE SIZE OF ONE’S NETWORK.

9


rotary index

In 1956, Arnold Neustadter came up with a way of dealing with the address book dilemma and how personal contacts could be managed without having to look them up in a book. His solution was simple: a propped–up rotating wheels fitted with inexpensive removable cards. The rotary device held specially shaped cards on which contact information would be noted. The notches in the card allowed for easy removal from the spindle, providing an easy way to update the card. Though invented in 1956, it wasn’t until 1958 that the first Rolodex was produced by Rubbermaid. Some models later had a cover equipped with a lock, though apparently one key could open all the locks manufactured. The rotary device’s trademarked name was created through the combination of rolling and index. Many users avoid the effort of writing by taping the contact’s business card directly to the Rolodex index card. Some companies have produced business cards in the shape of Rolodex cards, as a marketing idea. Once you would have seen a Rolodex on every office desk and was so coveted that many a disgruntled employee would steal them, giving them access to hundreds and thousands of contacts. Over time, Rolodex’s popularity waned as a digital revolution took hold and personal contacts were moved from paper and onto computers and phones. Though you could still find them sold at various office stores, the massive rotaries (Those capable of holding thousands) are no longer produced. Rolodex has become synonymous of any personal organizer used to organize contacts. It also is used as a passing term in describing the total of an individual’s accumulated contacts.


[Rolodex has discontinued 19 of its larger models during the past 10 years]

11


[Once priceless, they are now cast aside and left to the elements, almost worthless]


1940

the DEMISE +Rebirth

1950 1953

Patent filed.

1956

Arnold Neustadter & Hildaur Nielsen invent the Rolodex.

1960

1958

Rolodex hits the market.

1970 1973

Rumors of a secret society of elite men being conditioned for global leadership are heard.

1977 1980

Rolodex theft by former employees leads to lawsuits.

13

Several high-ranking Freemasons have left the order to form an elite alliance.

1986 1990

An entire Moonlighting episode is dedicated to a Rolodex being held for $50,000.

1992

Apple Newton is introduced.

2000

1996

Palm Computing debuts the Palm Pilot.

1997

Production of the 15,000 card–holding Rolodex stops.

2010

1999

Research in Motion introduces the Blackberry.

2007

2020

Apple launches iPhone.

2016

A large manor in San Francisco is purchased by a private group known only as the Alliance

2030

2018

The Alliance’s holding co. appears in the stock exchange as RLDX and its shares skyrocket.

2023

The Rolodex Alliance forms with the induction of the Index.


OVER TIME, ROLODEX’S POPULARITY WANED AS THE DIGITAL REVOLUTION TOOK HOLD AND PERSONAL CONTACTS WERE MOVED FROM PAPER AND ONTO COMPUTERS AND PHONES.


15


Out WIth THe OlD

Rolodex served as a display of the size of one's network, taking pride of place on a desk where all who passed by could see. This was before mobile devices started to appear, where we could store all our contacts, and even sync them to our desktop computer lists. Today, our social media pages display our vast networks of friends, followers and our popularity is indicated by the number of 'likes' and 'shares' on our virtual timelines. With our network becoming virtual and more accessible, it's physical presence lost value. The old Rolodex image is one of high-rise buildings and men in stuffy suits, who had an office but possibly not a window. The type of man who once played racquetball at his club once a week and golfed for both business and pleasure, before returning home, to his suburban home, where he would retire to his home office with a glass of bourbon. His wife has left a guest list on his desk for their upcoming party, and it reminds him he must check the cellar, as he probably needs to pick up a case of wine from his local distributor, his name slips his mind, but he remembers he has him saved in his Rolodex under 'B' for 'booze'.


His office lacks character and his personal belongings could probably fit into one box. When he retires, he will hand his Rolodex over to his favorite employee in the hope he can pick up where he left off. A wine aficionado, the owner of a Rolodex would likely have a cellar or a well-stocked bar with wine cooler at home.

His dog passed away from old-age and he can't be bothered with training a puppy. Goldfish are his ideal pet as they take care of themselves for the most part.

When it comes to furniture, he prefers the suede of over-stuffed couches to the modern clean lines of sleeker leather pieces. His sofas are made for falling asleep in.

His weekly racquetball sessions at his sports club would be his preferred form of exercise, with the golf course being where he conducts his out-of-office meetings.

Nothing goes better with cognac than a good cigar. Whether entertaining or socializing, he can be found with a drink in one hand, and a cigar in the other.

17

Your power is almost directly proportional to the thickness of your Rolodex, and the time you spend maintaining it. Thomas J. Peters


THE ROLODEX WAS ABOU NUMBER OF CONNEC

TODAY CONNEC


ABOUT THE CONNECTIONS MADE

IT’S ABOUT THE ONE CONNECTION THAT MATTERS


in WIth THe new

Rolodex is an exclusive fraternal secret society where memberships are not sought after, but rather the club’s board selects candidates suited to the brand. Behind the doors of the fraternity is a secret society who’s connections can make or break you and an initiation into it is for life, ending only in death. With roots tracing back to the Illuminati, members are picked for the pique of their intelligence, and physical strength. Many come from elite society, but wealth isn't the sole reason they are admitted into the Rolodex. These are valuable players in a highly strategic game in which can send ripples through global economies and leadership with the capability of bringing down nations. The cool and collected nature of these men reveals little of their involvement within a powerful secret society. They walk amongst us, yet leave no trace; to many of us they appear as highly intellectual, internationally traveled, men with a love for sport, excitement, culture and the finer things. The new brand is extroverted, dynamic, young, privileged and above all else, a leader.


An elite group of men will not dine at just any establishment. They must be provided with dishes of the rarest of ingredients in the most private and intimate of settings.

Man's best-friend provides, companionship, devotion, security and above all. Loyalty to his master. This particular breed, like his owner, leads the pack and is a keen learner.

Appreciation for beautiful design and functionality, it comes down to the attention paid to the tiniest details to signify the perfection of a masterpiece.

Environmentally conscious, there is no need to draw attention to oneself and therefore alternative, greener methods of transportation are preferred.

When it comes to sports, the more extreme, the better. Reliance on teammates to make it through some of the challenges builds lifelong bonds and loyalty to one another.

Wines and liquors from vineyards and monasteries steeped in a history of darkness and beauty that only the chosen few will taste the essence of blood sweat and tears.

21

Who controls the past, controls the future: who controls the present, controls the past. George Orwell


projection [the Rotary Index] HIGH QUALITY

RELIABILITY iMac PR Assistant

iPhone

Secretary Montblanc

Post窶的ts

Contact Managment Software

Black Book

Rolodex

Google Contacts

Handwritten List of Names Elmers

EXPENSIVE

Logitech

EXPENSIVE

INEXPENSIVE

Motorola Phone

INEXPENSIVE

Smartphone

Parker Pen Set

Mother

Rolodex Facebook Friends

Bic Pen

LOW QUALITY

LOW RELIABILITY

EXCLUSIVE Montblanc Pen (1906)

iMac (1998)

TRADITIONAL

ROLODEX \ As Product

Rolodex (1956)

Rolodex as a product was a fairly simple and inexpensive desk item. However, it's true value is was withing the hundreds and thousands of contacts it held on its rotary

Handwritten Letter From Mother (2013)

Parker Pens (1888)

Post窶的ts (1977)

Elmers Glue (1947)

wheel. While in comparison to the items mentioned in this chart, Rolodex sits fairly low, in reality the value of its contents were what made it invaluable. Without that network, the remaining desk items would be pointless, whatever their monetary value amounts to.

Bic Pen (1950)

UNRESTRICTED

Family Newsletter From Mother (2013)

MODERN

iPhone (2007)

Rubber Stamp (1866)


Placement [The secret society] EXCLUSIVE

EXCLUSIVE Rolodex

Illuminati

Rolodex

The 16’ Club

Illuminati

Skull & Bones

The Pitt Club

Bullingdon Club Freemasons

Society of Thoth

16’ Club Jesuits

Speculative Society

Skull & Bones

Freemasons Jesuits

Carbonari Episkopon

Carbonari Episkopon

MODERN

Bullingdon Club

TRADITIONAL

Speculative Society

Society of Thoth

BENEFITS

NO BENEFITS

The Pitt Club

Grand Firmament

Burschenschaften

16’ Club

Grand Firmament

Burschenschaften

Know Nothing

Know Nothing

UNRESTRICTED

UNRESTRICTED

EXCLUSIVE

hundreds of years. Whether they were lead by religion or politics, the endgame remained the same; to overthrow a leader or a government and take over an office in order to

The Pitt Club (1835) Society of Thoth (1826) Episkopon (1858)

Carbonari (1815)

withstood the test of time and it must be within those walls, steeped with ritual, the bond of brotherhood has become sacred and unbroken.

of a secret society. If everyone is let in, there is no control, The 16’ Club (1830)

Know Nothing (1845)

UNRESTRICTED

control. The older, more traditional societies seem to have

Exclusivity has a large roll to play in the success or demise

Grand Firmament (1820) Burschenschaften (1815)

pave the way for the greater cause of the society, global

MODERN

TRADITIONAL

Freemasons (1390) Speculative Society (1764)

Secret Societies have existed in some shape or form for

Skull & Bones (1832)

Bullingdon Club (1780)

Jesuits (1536)

ROLODEX \ As Alliance

Rolodex (2023)

Illuminati (1776)

and without control, the mission of the society becomes pointless. To become part of the brotherhood, a selection committee would have to invite a select few to join based on the stringent policies and rules set by them. This leads to an air of exclusivity, and with it comes infamy and power.

23


WHO YOU ARE IS DEFINE ONE CONNECTION

WHO YOU WILL BECOME THE


EFINED BY

BECOME IS DEFINED BY HE ROLODEX ALLIANCE


WE ARE THE INDEX _

KAI \ The Cyber Guard 38 \ SINGLE \ CYBER SECURITY Place of Birth ∙ Finland Resides In ∙ San Francisco, USA Transport ∙ Mini Countryman

Kai has lived in San Francisco for the last eight years, following a divorce, and has no children, which allows him to travel frequently to Europe for business and pleasure. His last trip was a motorbike tour through Austria, Germany and Switzerland with a group of friends and his fluency in German, English and Finnish has opened doors to him otherwise not available to his work colleagues. His language skills have come useful when it came to a recent purchase of a Prada coat, at a sizable discount. He has recently purchased stock in an Australian vineyard which is quickly growing in popularity in the US and overseas, often being compared to the hugely popular Cupcake vineyard. The label includes his family crest and a Finnish poem, a tribute to his homeland. Along with the vineyard, Kai is part owner of Mikkelar, a Danish beer hall in San Francisco, which has proven to be a hugely successful venture and plans for a second hall are in the works.


_

_

_

MARK \ The Money–Maker

BJORN \ The Constant Gardner

ALEX \ The Uptight Collector

38 \ SINGLE \ DIRECTOR HUGO BOSS

32 \ SINGLE \ PHOTO–JOURNALIST

37 \ SINGLE \ INDUSTRIAL DESIGNER

Place of Birth ∙ Boston, USA

Place of Birth ∙ Copenhagen, Denmark

Place of Birth ∙ San Francisco, US

Resides In ∙ Dublin, Ireland

Resides In ∙ Stockholm, Sweden

Resides In ∙ London, England

Transport ∙ Public Transportation

Transport ∙ BMW K 1600 GT

Transport ∙ Mini Cooper 27

His recent trip was an art and wine

Bjorn has had several tours on his

Alex frequents Steven Alan and Hugo

tour in Florence, which was far too

BMW through the Shengen Area,

Boss, though one is for his casual look

short. The trip inspired him so much

largely because of his family being

and the other for his suits. He is guilty

that he brought back a taste of Italy

dotted all over. He packs light though

of buying a leather case for his Field

which is being served at his next

his camera equipment takes priority

Notes pad.

dinner party.

and he can forgo a sweater or two.

Mark is the owner of a highly successful gastropubs in Dublin, and in Boston. The anticipated opening of his gastropub in San Francisco is just around the corner. The decor has a heavy ‘reconstituted industrial’ flare to it, appropriate to the pub’s location in an old warehouse. His wire–haired

He has had his fifth successful photography exhibit and has won multiple awards for his work as a photo–journalist. He speaks German and English along with his native tongues of Swedish and Danish, though, as he likes tonote, with a strong accent.

Alex, like Mark, upgrades his tech toys the second the new models are out, preferring the sleeker look of the new models to the actual functionality of the piece. These purchases are proudly displayed on the furniture he builds in his spare time. The pieces serve as home storage solutions with his latest piece being a pulley system to

terrier Fritz, accompanies him to

In his free time he restores and

store his bicycle and unused stack-

all the pub visits and openings and

customizes film cameras, selling

able chairs in the double–volume

to make sure that he accompanies

them on his online store. He will be

living space of his central London

his master on trips overseas, has a

expanding his business into a larger

Apartment. This frees up the space for

Frequent–Flier card and pet passport.

loft he has recently purchased with

when he holds dinner parties at his

Mathius, a camera enthusiast he met

apartment, favoring smaller groups of

at one of his gallery exhibits and is a

close friends than the bigger affairs he

willing apprentice and avid gardener

is invited to attend.

Mark has recently taken up bread baking and blogging about it and weekends start off with coffee, and catching up on the week’s news on his iPad at the local outdoor cafe while the yeast rises at home.

which suits him as he is the proud owner of a productive rooftop garden and glasshouse.


_

_

_

FREDRICK \ The Backpacking Designer

ALEX \ The Lamp Making Lawyer

MICHAEL \ The Painting Psychotherapist

41 \ SINGLE \ DESIGNER

37 \ DATING \ LAWYER

40 \ SINGLE \ BIOCHEMIST

Place of Birth ∙ Vienna, Austria

Place of Birth ∙ Berlin, Germany

Place of Birth ∙ Oslo, Norway

Resides In ∙ New York, US

Resides In ∙ San Francisco, US

Resides In ∙ Vienna, Austria

Transport ∙ Triumph Motorcycle

Transport ∙ Road Bicycle

Transport ∙ BMW 325

Recently moved to the US after

Alex is training for a race raising

Michael (Don’t call him Mike) has a

spending several years in Frankfurt,

money for Go Local initiatives of

library with over 2,000 books, many

Denmark and London working and

which he is an avid supporter and

of which are rare as they were handed

promoting his leather goods line,

contributer through his girlfriend who

down through generations in his family.

recently expanding in to the American

is a local jewelry–maker and shopper

His fascination with anthropology and

market. His leather skills are also used

for Shoppe by Scoutmob.

history has him working on archaeolog-

in the build of custom leather bicycle seats and accessories out of the studio he has setup at home.

The Monocle Guide to Better Living is sitting on his desk and he’s flipped through it several times, thumbing the

ical digs when volunteers are needed and is the topic of his next set of crime series books.

Frederick has always had photography

article on Merino wool and planning

The thinker of the group, he is also a

as a hobby, but recently had a group

his trip to Vienna over the winter to

very skilled and competitive polo player,

show, which has now given him the

visit his parents. His Italian mother

having recently represented Vienna

bug to explore his photography further

is a popular painter in Austria, and his

at the Olympics. Running is a close

and is looking at getting a space to

father a historian and leading environ-

second, completing several half–mara-

setup some more conceptual and

mental scientist.

thons around the world, getting closer

experimental photography opportunities as they arise

His industrial lamp designs are very popular and are found in numerous

Being a foody, he is part of the pop-up

restaurants and bars around the city.

restaurant scene and at the last event,

He recently sold and installed a series

his leather folding seats were used

of custom lamps for Mark’s Gastropub.

and purchased by the many attendees.

His favorites colors just happen to be

His next trip is to Thailand where he

gray and black though he does acces-

hopes to lend its culture and art to his

sories with pops of color, a stylistic

next line of leather goods.

quality that is translated to his lamps, which sometimes have candy-apple red bolts.

to his goal of completing 10 before he turns 45.


29

_ MATHIUS \ The Camera Buff 32 \ SINGLE \ SYSTEMS ANALYST Place of Birth ∙ London, England Resides In ∙ Stockholm, Sweden Transport ∙ 1965 Italian Racer Mathius shops for groceries at the Saturday farmer’s market in his neighborhood though he has gone to others, particularly when he is looking for something specific. On rainy days he can be found at home on his iPad hopping from his ebooks to following tech developments and investing in new products heavily if only to upgrade to the next item that comes out. Though not always a modern– day tech–junkie as many are, he restores old film cameras and currently owns a Yashica, a Polaroid, and a Rolleiflex. Preferring backpack tours to luxury holidays, Mathius won’t turn his nose up at a convenient BnB in little villages along his trek. On his last trip to Ireland, he happened on a farmer at a pub, who invited him to stay with he and his family at what turned out to be not a small dwelling but a sprawling estate. Being part of a beer club Mathius can be found frequenting tasting events and recently brewed his first beer, in time for Xmas.


WE ARE... \35 \36 \38 \40 \42 \44 \46 \48 \52

Our Identity Inspiration Anatomy & Usage Divisions Mark in Detail Clearance Sizing Against Backgrounds Misuse


We will work toget remain bound by


ther always & will blood & secrecy


OUR IDENTITY


35


Everyone is like a moon, and has a dark side which he never shows to anybody. Mark Twain

BY CIPHER & SYMBOL

a

b

c

J

k

l

D

e

f

m

n

o

g

h

i

P

Q

r

s

w u

T

y

X

v

Z

The inspiration for the brand mark comes from the combined use of symbols in Freemasonry and a coded language. The use of cryptography to protect secrets goes back thousands of years, though some may be disputed, the more recognized ones seem to begin around the Medieval period and originated amongst the Arabs. Ahmed al-Qalqashandi (1355-1418) wrote a 14-volume encyclopedia which included and entire section on cryptology in which he attributed the information to Ibn-al Durayhim. Within the list of ciphers, the work included the use of both substitution and transposition for each plaintext letter. The symbol as a whole represents the Rolodex Alliance’s four walls in which the Index (Members) are protected by a shroud of secrecy and the coded language used to communicate between the Index.


[Freemasonry describes itself as a “beautiful system of morality, veiled in allegory and illustrated by symbols�]

37


SIGNATURE MARK

MARK

SIGNATURE

ANATOMY + Usage

_ SIGNATURE MARK \ The Lockup The signature mark is made up of two

Signature mark, mark and signatures

components: the mark and the signa-

must be paired or used separately in

ture. When paired together, these com-

accordance with the rules set by this

ponents are always placed together

document and never altered.

in a fixed relationship, whereby they should never be altered or reproduced in any way that differs from the guidelines and only the artwork supplied with these guidelines may be used. Never under any circumstances recreate the signature mark. The signature mark must appear clearly and in the guideline approved colors.

In order to build a recognizable identity, it is of utmost necessity that the RLDX appear only in the colors stated and on the approved paper stocks listed within the guidelines.


MARK

SIGNATURE MARK

39

SIGNATURE

_

_

_

MARK \ The Xmark

SIGNATURE \ Alliance Signature

SIGNATURE \ Index Signature

The Xmark is used on all collateral

The Alliance Signature must appear on

On all correspondence between the

material, as well as on correspondence

all correspondence between the board,

Index members, legal, security and

between the board, legal, security and

legal, security and financial entities

financial entities within and outside

financial entities within and outside

within and outside of the Rolodex,

of the Rolodex, as an Index member

of the Rolodex.

when the space to use the Signature

identifier, when the space to use the

mark in it’s entirety is limited.

Signature mark is limited.

vices approved by the Rolodex as part

It is preferred that the symbol and

It is preferred that the symbol and

of its network.

signature mark lockup is always

signature mark lockup is always

used however certain situations may

used however certain situations may

When the Alliance is in emergency

require the signature mark be used to

require the signature mark be used

session, the Xmark will appear on

identify the Alliance by name alone.

to identify an Index member by

It should appear on buildings and ser-

national and international news media to alert the Index members to attend.

name alone.


INTERNAL DIVISIONS

_

_

XMARK \ The Mark

ALLIANCE \ The Alliance Signature

The Xmark is the unique identifier to

The Alliance is the unique identifier

the Rolodex and it is to be used when

to the board and it is used when com-

communicating in secrecy through

municating to the Index or publicly

print or virtual correspondence.

and on all correspondence between

The symbol is used as an identifier of members of the Rolodex when

the board, legal, security and financial entities of the Rolodex network.

they are interacting in public and

It is preferred that the symbol and

will also appear on Rolodex approved

signature appear together, however

buildings, items and services as an

certain situations may require that

indicator that they are part of the

the signature be used to identify

Rolodex’s external network.

the Alliance by name alone.


41

_

_

RLDX \ The Index Signature

APPROVED COMBINATIONS

The RLDX is the unique identifier to

XMARK

the Index and it is used when communicating among the Index and on all correspondence between the board, legal, security and financial entities

XMARK+ALLIANCE XMARK+RLDX

of the Rolodex network. It is preferred that the symbol and signature appear together, however certain situations may require that the signature be used to identify the Index by name alone.

ALLIANCE RLDX


RL

D

ROLO

D

SYMBOL IN detail

X E

X

_

_

VOWELS \ The Lack Thereof

105째 \ The Angle

The vowels are purposefully omitted

105o was established after identifying

as a nod to the use of transposition

the correct spot to slice an outlined

and substitution in the development

square (A shape chosen to represent

of ciphers and coded languages. It also

the Rolodex) which would allow for

harks back to the original developers

identifiable letter forms R,L & D to

of ciphers, the Arabs who use abjads

be formed. The remaining space in

which omits all or some vowels and

the center is reserved for the X sym-

instead rely on a series of accents or

bolizing the Index within the Rolodex.

diacritics to vocalize a vowel sound. Along with Arabic, Hebrew, Amharic, Aramaic and Tigrinya also use abjads in their written laguage.


105째 43

105째

105째


2x

x

2x

1.5x x

5x

6.5x

x

2x

x

2x

LET IT BREATHE

x 11.5x x 2x

2x

x

11.5x

11.5x

x

6x

2x

x

2x

2x

7x

_

_

XSPACE \ Whitespace

PROPORTION \ Assembling the Parts

In order to maximize the visual impact

In order to correctly and proportion-

of the signature mark, mark and

ately assemble the individual parts

signature nothing may intrude into

of the Xmark, the minimum space

the clear-space indicated by the X of

between individual elements is equal

the Xmark in a signature mark or the

to one X, whereby the Xmark’s X is

individual X’s of each signature when

equal to 6Xx11.5X. Refer to the dia-

they stand alone.

gram above for further details.

When the Xmark is included in the Signature mark lockup, the whitespace is defined by the X of the Xmark and not of the signature’s X. Do not adjust the Xmark’s proportions without adjusting that of the paired signature also.


45


0.25” 0.25”

sizing it up\down

_ ALLIANCE \ Signature=0.25” Maintaining readability is vital and as

This signature mark will never appear

the Alliance signature mark shrinks,

embroidered and is strictly for the

the signature mark is more prone to

sole use of internal and external board

bleeding and losing the details that

communications within the Rolodex’s

define it. Therefore, the minimum

approved financial and legal services

height for the Alliance signature mark

and the Index.

is when the X of the signature is no less than 0.25” in height. If the size of the signature mark is too big, the Alliance signature may stand alone on the condition that the height of its X is no less than 0.25”.


0.25" 0.25”

0.25”

0.25”

47

_

_

_

RLDX \ RLDX=0.25”

RLDX \ X=0.25”

XMARK \ Use of Alternative Mark

Maintaining readability is vital and

When the Index Signature appears on

Maintaining readability is vital and

as the signature mark shrinks down, it

it’s own, the absolute minimum height

as the mark shrinks down, it is more

is more prone to bleeding and losing

it may be set to is when the X of RLDX

prone to bleeding and losing the

the details that define it. Therefore,

is no less than 0.25” in height.

details that define it. Therefore, the

the absolute minimum height for the RLDX signature mark is when the X of the signature is no less than 0.25”tall. The RLDX signature mark may be used on all digital, printed, cast, embroidered and embossed collateral.

The RLDX signature mark may be used on all digital, printed, cast, embroidered and embossed collateral when vertical space is limited.

absolute minimum height for the Xmark is when the total height is no less than 0.25”. Additionally, an alternative mark with greater whitespace between the elements is provided with this document for cases where the XMark must appear at minimum size.


Against Light

_

_

MARK \ Full Color

SIGNATURE MARK \ Full Color

To emphasize visibility, full color

To emphasize visibility, full color

mark is encouraged to use throughout

signature mark is encouraged to use

all applications. Full color mark is

throughout all applications. Full color

applicable on white & backgrounds

signature mark is applicable on white

< 50% Black.

& backgrounds < 50% Black.

VELVET BLACK \ Coated

VELVET BLACK \ Coated

PMS BLACK 6C

PMS BLACK 6C

ARMOR GREY \ Coated

ARMOR GREY \ Coated

PMS 7543C

PMS 7543C

Coated PMS colors are preferred.

Coated PMS colors are preferred.

Refer the color section for details.

Refer the color section for details.


49

_

_

_

INDEX SIGNATURE \ Full Color

ALLIANCE SIGNATURE \ Single Color

THE EXCEPTION \ Single Color

To emphasize visibility, a full color

To emphasize visibility, a single color

To emphasize visibility, a single color

signature is encouraged to be used

signature is encouraged to be used

may be used throughout the elements

throughout all applications. Full color

throughout all applications. A single

when a two color option isnâ&#x20AC;&#x2122;t available.

signature is applicable on white &

color signature is applicable on white

100% Velvet Black may be used on white

backgrounds < 50% Black

& backgrounds < 50% Black.

& backgrounds < 50% Black.

VELVET BLACK \ Coated

VELVET BLACK \ Coated

VELVET BLACK \ Coated

PMS BLACK 6C

PMS BLACK 6C

PMS BLACK 6C

ARMOR GREY \ Coated

Coated PMS colors are preferred.

Coated PMS colors are preferred.

PMS 7543C

Refer the color section for details.

Refer the color section for details.

Coated PMS colors are preferred. Refer the color section for details.


Against GREY

_

_

MARK \ Single Color

SIGNATURE MARK \ Single Color

To emphasize its visibility on shades

To emphasize its visibility on shades of

of Velvet Black and Armor Grey the

Velvet Black and Armor Grey the single

single color mark is encouraged to

color signature mark is encouraged to

be used throughout all applications.

be used throughout all applications.

A single color mark is used when opti-

A single color signature mark is used

mizing contrast.

when optimizing contrast.

VELVET BLACK \ Coated

VELVET BLACK \ Coated

PMS BLACK 6C

PMS BLACK 6C

Coated PMS colors are preferred.

Coated PMS colors are preferred.

Refer the color section for details.

Refer the color section for details.


_

_

_

INDEX SIGNATURE \ Single Color

ALLIANCE SIGNATURE \ Reversed Out

THE EXCEPTION \ Reversed Out

To emphasize its visibility on shades

To emphasize its visibility on shades

To emphasize visibility, a reversed

of Velvet Black and Armor Grey the

of Velvet Black and Armor Grey the

out option may be used throughout

single color signature is encouraged

reversed out signature is encouraged

the elements when a single color

to be used throughout all applications.

to be used throughout all applications.

option isnâ&#x20AC;&#x2122;t available.

A single color signature is used when

A reversed out signature is used when

optimizing contrast.

optimizing contrast.

VELVET BLACK \ Coated PMS BLACK 6C Coated PMS colors are preferred. Refer the color section for details.


\ 01

\ 02

\ 03

\ 04

\ 05

\ 06

\ 07

\ 08

\ 09

XMark MISUSE

_

_

DONT’S \ Under No Circumstance

DO’S \ Follow The Rules

01. Don’t stretch elements

01. Follow the rules

02. Don’t squish elements

* If in doubt... Ask

03. Don’t rotate elements 04. Don’t resize elements 05. Don’t separate elements 06. Don’t flip upside down 07. Don’t connect elements 08. Don’t outline elements 09. Don’t get creative * When in doubt... Don’t


\ 01

\ 02

\ 03

\ 04

53

\ 05

\ 06

\ 07

\ 08

\ 09

Lockup MISUSE

_

_

DONT’S \ Under No Circumstance

DO’S \ Follow The Rules

01. Don’t stretch elements

01. Follow the rules

02. Don’t squish elements

* If in doubt... Ask

03. Don’t rotate elements 04. Don’t rearrange elements 05. Don’t overlay elements 06. Don’t resize elements 07. Don’t stack elements 08. Don’t outline elements 09. Don’t get creative * When in doubt...Don’t


SYSTEMS \56 Typeface \60 Color \62 Identity


Aa Typeface Systems

_

_

TRADE GOTHIC NEXT LT PRO

EGYPTIENNE F LT STD

BOLD CONDENSED NO20 \

65 Bold \

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Rr Ss Tt Uu Vv Ww Xx Yy Zz

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BOLD CONDENSED \

55 Roman \

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Rr Ss Tt Uu Vv Ww Xx Yy Zz

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

CONDENSED \

56 Italic \

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Rr Ss Tt Uu Vv Ww Xx Yy Zz

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BOLD ITALIC \ Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


Aa Aa _ HEADER \ Trade Gothic Bold Compressed Point Size \ 9

A

B

C

D

E

F

0

1

2

3

4

G

H

I

J

K

L

6

7

8

9

10

M

N

O

P

Q

R

S

T

V

W

X

Y

Z

Leading \ 10 Tracking \ +30

BODY \ Egyptienne F Lt Std 55 Roman Point Size \ 7 Leading \ 11 Tracking \ +40

CAPTION \ Egyptienne F Lt Std 56 Italic Point Size \ 6 Leading \ 9 Tracking \ +30

U

5

59


The Color SYSTEM

50%

20%

50%

20%

_

_

SCHEME \ It’s not blue

PRIMARY \ Coated (Preferred Finish)

Color pushes concept which sets the mood of the brand. What this brand

VELVET BLACK

isn’t is corporate blue. The colors have

PMS BLACK 6C

been selected because they reflect the

C80 . M70 . Y60 . K75

cool steely calmness of the Index and

R17 . G24 . B32

the darker underbelly of the role the

HEX 10181F

Alliance will play in shaping their

ARMOR GREY

futures as global leaders.

PMS 7543C C40 . M30 . Y25 . K0 R153 . G164 . B174 HEX 98A3AD


50%

20%

61

50%

20%

50%

50%

20%

_

_

_

PRIMARY \ Uncoated

SECONDARY \ Coated

SECONDARY \ Uncoated

VELVET BLACK

GLACIER BLUE

GLACIER BLUE

PMS BLACK 6C

PMS 2975C

PMS 297U

C80 . M70 . Y60 . K75

C40 . M0 . Y5 . K0

C45 . M5 . Y0 . K0

R17 . G24 . B32

R150 . G210 . B210

R126 . G203 . B249

HEX 10181F

HEX 97D4E9

HEX 7ECAEE

ARMOR GREY PMS 7544U C40 . M30 . Y25 . K0 R156 . G164 . B175 HEX 9BA4AE

20%


Identity system

_ PRINT COLLATERAL\ Index print collateral Cypher code card Note card Letterhead Envelope


BEYOND \68 New Territory \74 Vanity \78 Theft \80 Stalk


\ VANITY

BEYOND ROLODEX

\ THEFT

Clothing + Accessories Grooming + Products

Financial Advisor

Alias

Stock Exchange

The Lodge

Private Banking

Exclusive Access To Events+Auctions

Secure Vaults

Life Extension

The Trust

Exclusive Medical Lab

Banking

_ EXTENSIONS OF THE BRAND In order to protect the identities of the board and members, Rolodex must expand beyond the security and privacy provided by the lodge. By establishing a security organization, they not only protect Rolodex, but are in control of a larger population base. Rolodex requires funding to maintain the lifestyles provided ot the Dex and to place them in positions of power. To do so, investments must be secured and a cash flow made available to the Alliance and its parties. The lifestyle of the Index must be shaped and within the code of Rolodex. These future global leaders are representative of the Rolodex brand and must conduct themselves in accordance to its code. Rolodex must also protect itâ&#x20AC;&#x2122;s communication networks and therefore an extension of the brand would serve it well if it were in the communication industry.


\ STALK Coded Language Cipher

PErsonal

Cyber Vaults Encryption

Virtual

Security

Physical

Security Detail

Physical

Network

Off The Grid

Virtual

Personal

WITHIN THE WALLS OF THE ALLIANCE

69

OUTSIDE THE WALLS OF THE ALLIANCE


Once the most va desk, the rotary i hundreds if not th tacts on a single

THE ALLIANCE HOL


aluable item on a index could hold housands of cone rotating wheel.

HOLDS MILLIONS


VANITY BECKONS

_ WITHIN THE ALLIANCE \ Portfolio Management, Covert Insider Trading When it comes to the personal lives of the Index, he is provided with the highest level of service in maximizing his personal status, appearance and physical well-being. Rolodex gives exclusive access to assets and products that are not available to the public. The Index is invited to member-only auctions, product showing and direct access to sellers before any public offering. In addition to this material access, all services pertaining to personal care are available. The goal of Rolodex is to shape and groom all members into the elite of their strata. The stylists, fashion consultants and designers are available not only at Rolodex facilities but at satellite location and those that go to wherever and whenever the Index need.


73

For the Indexâ&#x20AC;&#x2122;s physical well-being Rolodex offers access a one of kind spa clubhouse where they can experience the ultimate in physical preparation from massages to personal training and nutritional expertise. The experience goes beyond any other available to the public as the latest in performance enhancing medications and supplements are provided with guidance from experienced professionals.


_ BEYOND THE ALLIANCE \ Control of the Federal Reserve Rolodexâ&#x20AC;&#x2122;s Medical Lab focuses on taking the Index to the pinnacle of personal and physical performance. Regular visits allow for implementation of a regiment of supplements and treatments that are proven to increase intelligence, cognitive performance. Beyond the cognitive these supplements increase physical fitness, endurance and the bodyâ&#x20AC;&#x2122;s ability to recover and even regenerate key neurological activity. These supplements and treatments are available nowhere else in the world. An added benefit of this service is that Rolodex is able to test the supplements on its members and quickly adjust and improve existing treatments. This takes too long a period of time outside Rolodex to be useful.


75

Once an Index reaches their maximum physical potential, Rolodex offers life extension services in order for the Index to enjoy the riches, happiness and status they have worked so hard to achieve. And while Rolodex offers the highest level of care they have not yet been able to prevent the ultimate end of life. To that end, they offer a state of the art cryogenic facility. The Index can be kept in suspended animation until that time we are able to address the cause of death.


MONETARY STRATEGY

_ WITHIN THE ALLIANCE \ Portfolio Management, Covert Insider Trading Rolodex provides each index with privileged financial data comprising of uniquely exclusive information, trends and activity for both current and future movements in national and international markets. This allows the Index to manage their financial resources by investing and acting based on privileged information which is not available to the public investor or institution thus placing the Index in a unique position to maximize earnings and growth. Rolodex positions its members in a place of power based on insight, confidence and veracity of financial analysis. Patterns and trends are analyzed with the latest technology and an elite group of advisers which enable the Index members to act quickly before the market has a chance to, allowing them to snap up stocks at low rates and make a massive killing before the bell rings for close. Insider trading it may be, but the Rolodex is in full control of the money game.


_ BEYOND THE ALLIANCE \ Control of the Federal Reserve Rolodex possesses strategically placed employee in the most critical organization and institutions in the world and maintains relationships with these sources in the Federal Reserve, all of the top ten international banking institutions in order to have the ability and power to directly influence decision making at the highest levels of the organizations. This has direct impact on governmental fiduciary policy, market activity and institutional transactions. The Index and the Alliance as a whole is again able to utilize this resource to maximize influence and gain on investments.


A SECURE NETWORK

_ WITHIN THE ALLIANCE \ Firewalls, Encryption, Facial & Iris Recognition Rolodex provides each Index with complete freedom of movement within the Rolodex environments both physical and virtual. At the same time each Index is provided with absolute assurance of the security and anonymity of all movements, activities and relationships. Indices are known only to other members and only with their approval. The index is beyond the reach of nonmembers through numerous layers of security and controlled access points. They are able to take advantage of all of Rolodexâ&#x20AC;&#x2122;s coveted services with the knowledge that an impenetrable firewall protects them from any outside entities or individuals are they physical or virtual.


_ BEYOND THE ALLIANCE \ Satellite Tracking, Surveillance Network Rolodex provides the most robust data sources in the private sector. This allows the members of the Index on-demand access to vast amounts of data as well as purposed analysis and reports in order to allow the Index to perform in any industry or endeavor and gain the highest advantage possible. This data is obtained by vast yet discreet surveillance network which utilizes internal resources as well as governmental and international entities. This provides for the highest level of information gathering. Rolodex is able to track and analyze all of point of contact of any non-member include all financial transactions, personal interactions and affiliations. This data is augmented by physical tracking abilities of non-members and non-affiliate organizations and institutions. This raw data is available to all Indices in a concise and usable format in order to provide the Index with information needed to gain the edge to stand above the average individual.


The Rolodex Alliance  

A graduate student project whereby I rebranded Rolodex into the Rolodex Alliance, as an all male secret society.