Background and Objective 1.1. Visual identity 2.1 Logo overview 2.2 Logo versions + color 2.3 Logo color palette 2.4 Typography 2.
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1 Brand Identity & Application FALL 2008
2 CONTENTS BRAND STRATEGY Background and Objective 1.1 Core elements Visual identity 2.1 Logo overview 2.2 Logo versions + color 2.3 Logo color palette 2.4 Typography 2.5 SIGNAGE SYSTEM & APPLICATIONS Symbols 3.1 Symbol Application 3.2 Signage + Typography 3.3 ADVERTISING / 3D / Other Advertising 4.1 3D Packaging 4.2
3 Brand STRATEGY Background & Objective 1.1 BACKGROUND TARGET AUDIENCE The Sign + Symbol brand represents ent hilit volum il millaci duciis aceatur sa voluptiis perum il illuptate consequaes cor moditia que autatatum corruptiis susdae pa sunt que sit et milla quo dollaborrum quiante sum int quasperovid et remoditium evelluptate et es enimagnatio coritature la preeari con nis quidelique cum rerum enis dolorro maxim hitem eicae accusam ipis andendictat ullaut volor simus et offictatum dolorum hiciendia doluptas des as dis et, cones magnimu sandent aut perum is et eliatios intiossinis modi alibusam, con ea vid maiore natemollaut et qui delest ellit velendit verundae rae sequaeperia nia dolliquia nus, ilis et ad que doluptatium endam dunt aboribus volumquam idunt ut la ium inverci num nat. Et ex et, ut porpore rorroreptio ius.pereium harum quosaest ea quiassimoste milla suslaut pos none velestorem erro doluptiis mo event utest earum estiumquis dersper atisitam inverat. Sign & Symbol s em eicae accusam ipis andendictat ullaut volor simus et offictatum dolorum hiciendia doluptas des as dis et, cones magnimu sandent aut perum is et eliatios intiossinis modi alibusam, con ea vid maiore natemollaut et qui delest ellit velendit verundae rae sequaeperia nia dolliquia nus, ilis et ad que doluptatium endam dunt aboribus volumquam idunt ut la ium inverci susam, voluptatus aut laut pos none velestorem erro doluptiis mo event utest earum estiumquis dersper atisitam inverat. OBJECTIVE Sign & Symbol s em eicae accusam ipis andendictat ullaut volor simus et offictatum dolorum hiciendia doluptas des as dis et, cones magnimu sandent aut Pereium harum quosaest ea quiassimoste milla susam, voluptatus aut laut pos none velestorem erro doluptiis mo event utest earum estiumquis dersper atisitam inverat. PREVIOUS LOGO EXPLORATIONS The concept behind the Sign + Symbol mark is the power of the visual communication as it coordinates and combines design components such as letter forms, words and images to construct an appropriate, comprehensive and meaningful visual experience. These explorations convey an idea of wayfinding and information in a simple yet complex visual composition.
4 CORE ELEMENTS Visual Identity 2.1 The Sign + Symbol logo is the primary visual expression used to identify all of the components of the platform. The mark is a unique expression of the brand identity and is comprised of two elements: the Sign + Symbol mark and logotype. These elements work in unison to reflect the branding platform and the vision for its future. The Sign + Symbol mark communicates the power of visual communication as it coordinates and combines design components such as letter forms, words and images to construct an appropriate, comprehensive and meaningful visual experience.
5 CORE ELEMENTS Logo Over view 2.2 The Sign + Symbol logos are comprised of the following elements: Sign + Symbol mark The Sign + Symbol mark expresses energy and vitality. As a fluid, organic object, caught in motion, the mark suggests flexibility, agility, and for ward-thinking. Logotype The words Sign and Symbol are presented in a clean, modern sans-serif typeface, one that compliments the fluid form of the mark. The + sign is used to show how the powerful combination of letter forms, words and images The logotype suggests simplicity and directness. Carrier When used, the yellow carrier shape draws attention to the Sign + Symbol mark and logotype. It provides a clear backdrop for the symbol and logotype, ensuring maximum visibility when applied to various materials and against surrounding visual and verbal elements. Mark Logotype Mark + Logotype within Carrier
6 CORE ELEMENTS Logo Versions + Color 2.3 The Sign + Symbol logo is available in one color (black) and two color (black + PMS 124). Both one color and two color can be used vertically and horizontally locked, mark only or logotype only. Color Color is a critical component of the visual identity system. The primary brand color, PMS 124, communicates growth, movement, harmony, energy and fresh thinking. The preferred version is the two color vertical. One color - Black Mark Logotype Two color - Black + PMS 124 Mark Logotype
7 CORE ELEMENTS Logo Color Palette 2.4 Color is a critical component of the Sign + Symbol visual identity system. The primary brand color, PMS 124, communicates growth, movement, harmony, energy and fresh thinking. PMS 124 may be used as a large field of color and to highlight copy. PRIMARY COLORS PMS 124 C0, M27, Y100, K6 R238, G179, B16 #EEB310 Black C0, M0, Y0, K0 R0, G0, B0 # Additional support colors are available for use in charts and graphs in collateral and PowerPoint. These colors should be used sparingly so as not to diminish the brand color, PMS 124. When using the support colors, neutral or cool colors should be used before warm colors. Warm colors may only be used when three or more colors are needed in a sign, chart or graph. NEUTRAL Light gray C0, M0, Y0, K15 R216, G216, B216 #D8D8D8 Dark gray C0, M0, Y0, K50 R147, G149, B152 # COOL PMS 2925 Cxx, Mxx, Yxx, Kxx Rxxx, Gxxx, Bxxx #XXXXXX PMS 335 Cxx, Mxx, Yxx, Kxx Rxxx, Gxxx, Bxxx #XXXXXX WARM PMS 116 Cxx, Mxx, Yxx, Kxx Rxxx, Gxxx, Bxxx #XXXXXX PMS 485 Cxx, Mxx, Yxx, Kxx Rxxx, Gxxx, Bxxx #XXXXXX
8 CORE ELEMENTS Typography 2.5 The primary Sign + Symbol typeface is Futura. This typeface is a modern sans-serif, which compliments the fluidity of the brand mark. Use Futura Light for large amounts of information. Futura Medium and Bold should be used for headlines, subheads, and signage (large display settings, directionary signage, etc.) Futura should be used for all Sign + Symbol communications. Oblique versions of the above listed weights can be used for supplementary information (captions and secondary elements). Futura Light 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 # $ % & * ( ) ; Futura LighT 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 # $ % & * ( ) ; Futura MEDIUM 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 # $ % & * ( ) ; Futura MEDIUM 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 # $ % & * ( ) ; Futura BOLD 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 # $ % & * ( ) ; Futura BOLD 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 # $ % & * ( ) ;
9 SIGNAGE SYSTEMS AND APPLICATIONS 3.1 Symbols The symbols associated with the system are an integral part to directing passengers. Each symbol works on its own, without the necessity of type, for international passengers as well as those who need to get through the system quickly. Color Color is a critical component of the visual identity system and the application of color is used to designate the type of signage used to direct passengers throughout the system. DIRECTIONAL SIGNAGE Directional signage mimics the arrow used in the S+S mark. It can be used in black or white and can be combined with any color in the system. INFORMATIONAL SIGNAGE Informational signage is used to let passengers know of the conveniences available to them. The examples to the left include: Information ATM Escalators Up Escalators Down Food Women s Bathroom Men s Bathroom Bathrooms Handicapped Accessible Medical Attention Ground Transportation Parking
10 SIGNAGE SYSTEMS AND APPLICATIONS 3.1 Symbols PERMISSABLE / NON-PERMISSABLE SIGNAGE Permissable signage is used to let passengers know of restrictions there may be. The examples to the left include: Weapons allowed Smoking area Pets allowed Trash Dispensers No weapons allowed Non-smoking area No pets allowed Non-trash area
11 SIGNAGE SYSTEMS AND APPLICATIONS 3.2 A p p l i c a t i o n Vehicle application The logo will be applied to the vehicles along with the colors in the color palette. This is for instant recognition and for brand identity consistency. Vehicle application is also another way of advertising our system.
12 SIGNAGE SYSTEMS AND APPLICATIONS 3.2 A p p l i c a t i o n INTERIOR APPLICATION / WAYFINDINg Symbols will be applied throughout the system using the colors associated with the brand to direct passengers.
13 SIGNAGE SYSTEMS AND APPLICATIONS 3.2 A p p l i c a t i o n MAP
14 SIGNAGE SYSTEMS AND APPLICATIONS 3.3 Signage + Typography In order to direct passengers clearly and quickly, it is suggested that all signage incorporate the bold weight of the system s font. All information will be displayed in the brand yellow and black (yellow type on black or black type on yellow. All signage will be displayed in all caps, except for translations, which will be displayed in upper+lowercase. Futura BOLD 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 # $ % & * ( ) ; For Example: BAthroom Baño
15 ADVERTISING / 3D / OTHER 4.1 A d v e r t i s i n g Left: Three examples of advertisements for S+S. INFORM+ANIMATE COMMUNICATE+ENGAGE Otatenestest ulparum restiae ea parumen distius remposam volendam quunt, saped quis is endipsam nonemodit a doluptaquodi blabore pudant.in pe liquos maio etusam quiatur solupta tecumquis audit, sin re sintiis dipsa autae. Optasintum endandanitem eum fugia sunt expland itatum none volora. NOTIFY+INSPIRE Otatenestest ulparum restiae ea parumen distius remposam volendam quunt, saped quis is endipsam nonemodit a doluptaquodi blabore pudant.in pe liquos maio etusam quiatur solupta tecumquis audit, sin re sintiis dipsa autae. Optasintum endandanitem eum fugia sunt expland itatum none volora. Otatenestest ulparum restiae ea parumen distius remposam volendam quunt, saped quis is endipsam nonemodit a doluptaquodi blabore pudant.in pe liquos maio etusam quiatur solupta tecumquis audit, sin re sintiis dipsa autae. Optasintum endandanitem eum fugia sunt expland itatum none volora. The advertisements for Sign+Symbol can use the primary, neutral, cool and warm colors as backgrounds. The logo is placed in the lower right hand corner within a white rectangle along with supportive type. The type used for the headline in all advertisements will be in Futura Bold, all caps and white with the S+S plus sign in the brand yellow (PMS 124).
16 ADVERTISING / 3D / OTHER 4.2 3D Packaging Left: Sign+Symbol water bottle to be distributed in waiting areas and during flights. The water bottle s design enables it to be packed and stored more efficiently. When applied to packaging, the logo may be applied on it s own as long as it is represented in either or both of the two primary brand colors.
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