altec lansing style guide digital
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STYLE GUIDE
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A LT E C L A N S I N G S T Y L E G U I D E L I N E S 0 2
TABLE OF CONTENTS
01 / Introduction .................................................................pg. 03
02 / Logo System .................................................................pg. 04
03 / Logo Dos & Donts ......................................................pg. 14
04 / Tagline Usage ..............................................................pg. 15
05 / Typography ..................................................................pg. 16
06 / Colors ...........................................................................pg. 17
07 / Image & Photography Style .........................................pg. 18
08 / Iconography .................................................................pg. 19
09 / Packaging & Displays ...................................................pg. 20
10 / Presentations & Collateral............................................pg. 22
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ALTEC LANSING STYLE GUIDELINES 03
01 / INTRODUCTION
Altec Lansing stands for legendary quality, craftsmanship and
performance across a wide range of innovative audiovisual prod-
ucts that continually raise the bar for the most dynamic sensory-
experience.
Today, the Altec Lansing brand represents a long, storied history
of engineering rsts as well as a new age of entertainment and,
with it, another set of barriers to break. The style of the brand
should reect this dichotomy by mixing classical and modern
design elements. Materials should look both minimal and bold by
mixing strong typography and clean black or white space.
This style guideline has been developed to help you communicate
our brand with accuracy and consistency.
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ALTEC LANSING STYLE GUIDELINES 04
02 / LOGO SYSTEM
The Altec Lansing logo system is timeless. Use it wisely.
As the main identier for the brand, one of these logos should bepresent on all external and internal communications.
02.01 / Main Logo
Just use this whenever possible.
The main logo or stack is made up of two parts: (i) the Altec
Lansing type and (ii) the Horn. The horn is an abstract visual
representation of a rectangular horn speaker that dates back
to Altec Lansings beginnings. The inset shadow created by thespeakers shape is negative space in the logo.
Minimum Height:.75 for print, 85 px for digital.
Minimum Space:Maintain a minimum of X around all four
sides. The size of X is equal to the A in LANSING.
MIN. HEIGHT:
.75 for Print
MIN. HEIGHT:
85px for Digital
MIN. SPACE
02.01
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0602 / LOGO SYSTEM
02.02 / Lockup Logo
An alternate option only for certain layouts.It looks best when utilized on materials that are wider than they are tall or when the logo is being lined up with corresponding text. As it is not as
high as the main logo, it can be used in headers and footers to save space without having to sacrice size.
Minimum Height:.375 for print, 45 px for digital.
Minimum Space:Maintain a minimum of X around all four sides. The size of X is equal to the A in LANSING.
MIN. HEIGHT:
.375 for Print
MIN. HEIGHT:
45px for Digital
MIN. SPACE
02.02
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0802 / LOGO SYSTEM
02.03 / Horn Logo
Its our mark. Use it and use it well.
The Altec Lansing horn is an abstract visual representation of a rectangular horn speaker that dates back to Altec Lansings beginnings. The inset
shadow created by the speakers shape is negative space in the logo.
The horn on its own can be used more liberally than the other logos. As long as its full structure is kept intact and the entire mark is in view, the
horn can be integrated into photographs and other imagery. Avoid obfuscating the horn by placing it behind other components of the material.
The horn should not be used in lieu of creativty. The horn should not be used as a standalone logo without the Altec Lansing type appearing else-
where in the material.
Minimum Height:.375 for print, 45 px for digital.
Minimum Space:Maintain a minimum of X around all four sides. The size of X is equal to the A in LANSING.
MIN. HEIGHT:
.375 for Print
MIN. HEIGHT:
45px for Digital
02.03
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ALTEC LANSING STYLE GUIDELINES 10
02 / LOGO SYSTEM
02.04 / Type Logo
A nice and clean alternative to the main logo.
As the Altec Lansing Horn should be present on all materials,
this logo should only be used in conjunction with another. This
logo should not compete in size with either the main logo or
lockup logo.
Do not use the Type Logo without the Registered Symbol.
Minimum Height:.375 for print, 45 px for digital.
Minimum Space:Maintain a minimum of X around all four
sides. The size of X is equal to the A in LANSING.
MIN. HEIGHT:
.75 for Print
MIN. HEIGHT:
85px for Digital
MIN. SPACE
02.04
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ALTEC LANSING STYLE GUIDELINES 12
02 / LOGO SYSTEM
02.05 / Speaker Logo
This logo should be used sparingly. Its just cool.
This alternate logo emulates a speaker cabinet with a horn am-
plier on top. Its style is more mechanical in nature and should
be utilized in conjunction with specications and statistics.
Minimum Height:.75 for print, 85 px for digital.
Minimum Space:Maintain a minimum of X around all four
sides. The size of X is equal to the A in LANSING.
MIN. HEIGHT:
.75 for Print
MIN. HEIGHT:
85px for Digital
MIN. SPACE
02.05
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1403 / LOGO DOS & DONTS
The Altec Lansing logo system is sacred and is not to be tried with.
03.02 / Donts
(i) Never use a color other than white or black for the logo.
(ii) Dont add a gradient or texture to the logo. Its gross.
(iii) Do not stretch the logo either vertically or horizontally out
of scale.
(iv) Never place the logo on a complicated photographic
background.
03.01 / Dos
(i) Present the Altec Lansing logo against a white or black back-
ground. The logo can also be used on simple photographic back-
ground.
(ii) Do add the following trademark notice whenever an ocial Altec
Lansing logo appears in packaging, advertising, and other external
materials. If required, adjust year.
2014 Altec Lansing/AL Innity, LLC. All rights reserved. AL-
TEC, ALTEC LANSING, the Altec Lansing logo are marks of Altec
Lansing/AL Innity LLC.
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ALTEC LANSING STYLE GUIDELINES 15
04 / TAGLINE USAGE
The First. tagline is a declarative statement about Altec Lan-
sings trailblazing history and ranking among our competitors.
In other words, we were rst and we are rst. The tagline and its
mark should only be used in advertising and promotional pieces
when it makes sense contextually. Do not use the tagline logos
on packaging.
As the First. mark replaces the horn in the logo system, when-
ever possible utilize the horn elsewhere in the piece.
04.01 / Main Tagline Logo(i) Utilize this logo in replacement of the main logo without the
horn.
04.02 / Lockup Tagline Logo
(i) Utilize this logo in replacement of the lockup logo without the
horn.
04.01
04.02
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1605 / TYPOGRAPHY
Typography is a key component of the Altec Lansing brand. Pay attention to small details such as tracking, kerning, and leading with all typogra-
phy. You may not be able to tell a dierence, but trust us, we will.
Baskerville Regular
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
PROXIMA REGULAR
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghi jklmnopqrstuvwxyz
0123456789
PROXIMA NOVA BLACK
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
05.01 / Proxima Nova Black
Titles, Headline & Product Names
(i) Always set in ALL CAPS.
(ii) Tracked at 40
(iii) Tips: (a) Utilize Proxima Nova Black
at a size of two or three points larger than
body text for a cleaner, more modern style
or at very large sizes for a stronger, bold-
er eect. (b) Lowercase letters in product
titles should be replaced by Proxima Nova
Regular.
05.02 / Proxima Nova Regular
Subtitles & Product Descriptions
(i) Always set in ALL CAPS.
(ii) Tracked at 100
(iii) Tips: (a) Proxima Nova Regular looks
best when positioned directly above or be-
low Proxima Nova Black or when isolated.
(b) Due to the very expanded tracking,
Proxima Nova Regular should be kept on
one line whenever possible.
05.03 / Baskerville
Body Text
(i) Always set in Title Case.
(ii) Standard Tracking
(iii) Tips: (a) In general, leading should be
1.5 times the size of the text (e.g. 12pt =
18pt leading). This should especially be
done with 3 or more lines of body text.
(b) Bold and italic Baskerville may be used
as needed but should be used for isolat-
ed words, phrases, or subtitles. (c) Large
amounts of body text should always be left
aligned.
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ALTEC LANSING STYLE GUIDELINES 17
06 / COLORS
Black and white are the staples of the Altec Lansing brand.
Allow product colors to capture the eye on certain materials, but
dont be afraid to use no color at all. Use only true black and true
white with all typography.
Registration Black
C 0 M 0 Y 0 K 100
R 0 G 0 B 0
#000000
Pure WhiteC 00 M 00 Y 00 K 00
R 255 B 255 G 255
#FFFFFF
PURE WHITE
REGISTRATION BLACK
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ALTEC LANSING STYLE GUIDELINES 18
07 / IMAGE & PHOTOGRAPHY STYLE
Branded photography should hark back to Altec Lansings
historical prominence. Attempt to avoid modern technology and
fashions in photography. Utilize greyscale photographs with a
great deal of contrast and a retro lm grain texture for the stron-
gest imagery.
Product photography should be shot with strong highlights and
shadows to emphasize the shape of products as well as create a
strong black and white contrast. Heavy drop shadows and reec-
tions should be avoided on white backgrounds.
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ALTEC LANSING STYLE GUIDELINES 19
08 / ICONOGRAPHY
We encourage the use of icons on product packaging and sell
sheets to help the consumer better identify with the signature
characteristics and features of our products.
(i) Icons should be created with simplistic black or white line
art. Generally use a 0.5pt stroke width in print and a 2px stroke
width on screen.
(ii) Keep it simple. The less it takes to connote the function of the
icon, the better. We encourage the use of icons on product pack-
aging and sell sheets to help the consumer better identify with thesignature characteristics and features of our products.
09 01
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ALTEC LANSING STYLE GUIDELINES 20
09 / PACKAGING & DISPLAYS
Our most prominent consumer touchpoint is our packaging. Its
what draws attention on shelves, and serves as the rst physical
interaction many online shoppers will have with our products.
This makes consistent execution of our packaging templates
critical to communicating the Altec brand.
09.01 / Packaging
(i) All packaging across the full product line must fall into line
with the style depicted here in this mockup.
09.01
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2109 / PACKAGING & DISPLAYS
09.02 / Displays
(i) All displays across the full product line must fall into line with the style depicted here in this mockup.
09.02
JUST LISTEN.
INMOTION
B L U E T O O T H S P E A K E R
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2209 / PACKAGING & DISPLAYS
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ALTEC LANSING STYLE GUIDELINES 23
11 / TRADEMARK NOTICE
The trademark notice must appear on all materials that feature
the Altec Lansing logo. Make sure the notice is legible and visible
while not distracting away from the material.
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ALTEC LANSING STYLE GUIDELINES 24
12 / DIGITAL & EMAIL
Products on a white background should adhere to the following
guidelines.
(i)3/4 view shots are the preferred angle. The Altec logo should
be present in every product hero shot.
(ii)Products should be shot with an overall cool tone. Be sure
shadows dont skew to warm tones.
(iii)Products should be shot with a wide angle lense to ensure a
dynamic and energetic composition.
(iv)Lighting should ensure that the shadows and highlights bring
out the shape in the product.
(v)Products should have rich shadows and reections at the base
to anchor them.
(iv)Products should not be shot on a refelctive surface.