2017 Brand Identity Guidelines
Prologue
Moving Music Forward. Columbia Records is an American record label owned by Sony Music, a subsidiary of Sony Corporation of America, the United States division of Sony Corporation. Columbia Records has been in business since 1887 when it was humbly known as the Columbia Phonograph Company. This manual has been designed for easy reference to the information needed to visually reproduce the Columbia Records brand. These standards ensure a consistent global presentation of the Columbia Records identity, which is critical to the success of our brand and artists.
Section 1:
Introduction
1.1 Table of Contents Section 1: Introduction
1.1 Table of Contents 1.2 Design Overview
Section 2: Brand Standards
2.1 Color Reference 2.2 Color Palette 2.3 Typography 2.4 Our Logo 2.5 Minimum Clear Space
Section 3: Company Documents
3.1 Letterhead 3.2 Business Card 3.3 Envelope/CD Cover 3.4 Folder 3.5 Stationery Mockup
Section 4: Signage Design
4.1 Standing Signage 4.2 Hallway Signage Wayfinding Mockup
1.2 Design Overview With our upgraded logo design we plan to accomplish an easily recognizable logo that reflects the past success of Columbia as well as its present and future success. We also plan to elevate Columbia Records’ status with a new logo since ours is nearly 50 years old and would benefit from a contemporary redesign. Clomubia wants to create a logo that will hopefully outlive the current logo and maintain and communicate the upscale branding message of Columbia Records. Columbia Records’ new logo will be used on all promotional material as well on every official release from under the label. Official releases include, but aren’t limited to, Billboards, CD covers, record sleeves, album covers, etc.
Section 2:
Brand Standards
2.1 Color Reference The Columbia Records logo started as a gold wordmark which eventually turned into a blue combination mark and then a red one. Before the current logo, Columbia used its abstract “Walking Eye” logo in either red or black. Columbia planned to incorporate the history of the original logo into the redesign so shades of red and blue were chosen.
Red CBS Radio logo. 1938.
Red“Walking Eye” logo. 1962.
Columbia Records has a history of using blue and red in their logos, but they have never been synonymous with any color. With Columbia’s logo redesign, they are striving for the colors of the brand to be easily recognizable. The new Columbia Red is a vibrant red that demands to be noticed. The use of Columbia Red as one of Columbia Records’ primary colors will get people to think of the company when they see that specific shade of red.
Blue “Magic Note” logo. 1923.
2.2 Color Palette
“Columbia Red” Pantone P 48-8 C
“Columbia Blue” Pantone P 108-16 C
“Columbia Red,” which is the color of the “r” in Columbia Records’ logo, is used for accents as well as emphasis as seen in titles or arrows on signage. “Columbia Blue” is the main color of Columbia Records’ logo and is used sparingly compared to “Columbia Red” as seen in this manual’s subheads. “Columbia Black” is also used sparingly. Usually seen on Columbia Records signage, “Columbia Black” is also acceptible to use as a document’s font color.
“Columbia Black” PANTONE P 179-15 C
2.3 Typeface
ABCDEF GHIJKLM NOPQRS TUVWXYZ abcdefghi jklmnopqr stuvwxyz Avenir
Columbia Records decided on Avenir because of the font’s rounded letters. The rounded letters convery Columbia’s past as record manufacturers and their commitment to the quality that the brand strives to continue.
Avenir Book
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV W X Y Z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) [ ] \ { } : ; , . / < >?
Avenir Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV W X Y Z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) [ ] \ { } : ; , . / < >?
Avenir Heavy
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV W X Y Z 12 3 4 5 67 8 9 0 ! @ # $ % ^& * ( ) [ ] \ { } : ; , . /< >?
Avenir Light
Avenir Book Oblique
Avenir Roman
Avenir Medium Oblique
Avenir Black
Avenir Heavy Oblique
Avenir Light Oblique
Avenir Black Oblique
a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 678 9 0 !@ # $ % ^ & * ( ) [ ] \ { }:; ,. /<>? 12 3 4 5 678 9 0 ! @ # $ %^& * ( ) [ ] \ { }:; ,. /<>? a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 45 6789 0 ! @ # $ %^&*( ) [] \{ }:;,. /<>? 123 4 5678 9 0 ! @# $%^&*( ) [ ] \{ }:;,. /<>? a b cd e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 67 8 9 0 !@ # $ %^& * ( ) [ ] \ { } : ; , . /< >?
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 678 9 0 !@ # $ %^&*( ) [ ] \{ }:; ,. /<>?
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 678 9 0 ! @ # $%^& * ( ) [ ] \ { } :; , . /<>? a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 67 8 9 0 !@ # $ %^& * ( ) [ ] \ { } : ; , . /<>?
2.4 Our Logo The redesigned Columbia Records logo is meant to symbolize a needle and a record in a way that is more recognizable and eye pleasing than our previous “walking Eye” logo. “r” needle
x record sticker
1/12x 3/4x
Vertical Mockup
“C” record
Main Icon
x
1/9x 4x
Horizonal Mockup/Primary Version
2.5 Minimum Clear Space & Size Minimum Clear Space 1/8x
1/4x
1/8x
x
1/4x
1/4x
Minimum Size
.7in x 1in
.25in x 1.25in
1/4x
.25in x .25in
2.6 Logo Variations Color Logo
Grayscale
Black/100% Color
Reverse
2.7 Logo Misuse When placing the Colimbia Records logo on any official release or any document be it officially lisenced or not, make sure to NEVER do whatâ&#x20AC;&#x2122;s done in the following examples.
Do not print on clashing backgrounds
Do not print dark on dark.
Do not print light on light.
do not place the icon underneath the wordmark.
EW N OM FR Do not obstruct the logo.
I love Do not use the logo in place of type.
Do not deconstruct the logo.
so much.
Do not warp the logo.
Section 3:
Company Documents
3.1 Letterhead .5in
.5in 1.5in
11in
.5in .75in
8.5in
.5in
3.2 Envelope
.25in
.25in .55in
4.125in
9.5in
3.3 Business Card & CD Cover 2in
3 .5in
5in
5in
3.4 Folder 12in
9in
4in
3.6 Stationery Mockup Full Stationery Set
Tote Bag
Open Folder
Section 4:
Signage Design
4.1 Standing Signage Placed at important sections & in crossed hallways 2.75ft
1.75ft
7ft
1.75ft
1.75ft
1.75ft
1.75ft
3ft
6ft
4.2 Hallway Signage Placed outside of elevators/doors 4ft 1.5ft
Placed on top of entryways 1ft 6in
4.3 Wayfinding Mockup
25 Madison Ave New York, NY, 10010
columbiarecords.com
columbia.publicity@sonymusic.com
(123) 456-7890