brand identity and image system guidelines - makemusic · 2016-05-10 · makemusic 1 as the...

BRAND IDENTITY AND IMAGE SYSTEM guidelines

makemusic | f inale | smartmusic

TABLE OF contents

MAKEMUSIC

FINALE

SMARTMUSIC

Brand Identity and Brand CoreIdentity Usage CORRECT USAGE | BACKGROUND CONTROL

CLEAR ZONE | MINIMUM SIZE | INCORRECT USAGE

Image System COLOR PALETTE

TYPOGRAPHY

DESIGN ELEMENTS

PHOTOGRAPHY | PAPER SPECIFICATIONS

COLLATERAL

1

23

45678

Brand Identity and Brand PersonalityBrand VoiceIdentity Usage CORRECT USAGE

BACKGROUND CONTROL | CLEAR ZONE

MINIMUM SIZE | INCORRECT USAGE


TYPOGRAPHY

DESIGN ELEMENTS - THE ARC ELEMENT

DESIGN ELEMENTS - CURVED LINE USAGE AND TECHNIQUES

PHOTOGRAPHY

COLLATERAL - PACKAGING, LITERATURE, AND ADVERTISING | PAPER SPECIFICATIONS

910

111213

141517181920

Brand Identity and Brand PersonalityBrand VoiceIdentity Usage CORRECT USAGE

BACKGROUND CONTROL | CLEAR ZONE

MINIMUM SIZE | INCORRECT USAGE


TYPOGRAPHY

DESIGN ELEMENTS - THE CROPPED LOGO DETAIL AND TRANSPARENT COLOR BAR

DESIGN ELEMENTS - PHOTOGRAPHY MASK

PHOTOGRAPHY

COLLATERAL - PACKAGING, LITERATURE, AND ADVERTISING | PAPER SPECIFICATIONS

COLLATERAL - PRINT ADVERTISING

2122

232425

26272829303132

MAKEMUSIC

1

As the corporation behind products like Finale® and SmartMusic®, MakeMusic’s brand identity is a simple and classic wordmark, which helps reduce customer confusion between the company and its products. The name embodies the core of everything MakeMusic does: empowers music creation.

BRAND CORE

EMPOWERMENT

Tools Innovation Support

MUSIC

At the Center Higher Goal

CREATION

Artistry Process

brand identity

MAKEMUSIC BRAND IDENTITY

MAKEMUSIC

2

identity usage

CORRECT USAGE

The MakeMusic identity should be placed consistently and without distortion of any kind. As a general rule, always print the identity in the approved MakeMusic colors (see color palette on page 4). The colors should always be used at 100%. The ® should always appear with the logo and in an appropri-ate and legible scale to the mark.

TWO COLOR

BLACK (ONE COLOR)

REVERSED

You may reverse the identity to white out of a different color, preferably a color within the MakeMusic primary color palette (see page 4). Make sure the contrast between the identity and the color is great enough for the identity to be readable (see below).

0% BLACK 50% BLACK 100% BLACK

ACCEPTABLE RANGE (0-10% OR 90-100%)


ACCEPTABLE RANGE (0-60%)



BACKGROUND CONTROL

MAKEMUSIC

3

identity usage

MINIMUM SIZE

INCORRECT USAGE

For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are diffi cult to read. The minimum size of the identity is based on its width, which should never be less than 1.25 inches.

1.25"

It is important to maintain the integrity and consistency of the MakeMusic identity. It must be presented in a clear and legible manner. Additional factors to consider when using the identity include colors, backgrounds, and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity. • Identities must always be reproduced from the approved fi les provided on CD-ROM. • Alterations to the identity are strictly forbidden.

Do not alter the proportions. Do not rotate.

Do not use a border or invade the clear zone.

Do not change the colors.

Do not use a size smaller than the minimum size

requirement.

CLEAR ZONE

Whenever the identity is used, a clear zone must surround it to ensure its visibility and impact. The size of the clear zone is determined by the height of the logotype, as shown below. No graphic elements of any kind should invade the clear zone.

x

xx

xx

MAKEMUSIC

4

image system color palette

PRIMARY

SECONDARY

When possible, the identity should be printed in the two MakeMusic colors: PANTONE® 424 and PANTONE 5575. Other acceptable colors are the secondary colors listed below, which can be used in image system pieces. Please note that some of the colors have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media (Web, PowerPoint, video, overhead transparencies).

NOTE: PANTONE 877C CAN BE USED AS A METALLIC SUBSTITUTE FOR THE INK PMS 424C

PANTONE® 7428 PANTONE® 446PANTONE® 648 PANTONE® 5595

PANTONE COATED UNCOATED C M Y K R G B

PMS 424C PMS 424U 30 22 19 53 99 102 105

PMS 5575C PMS 5575U 31 5 19 14 152 175 167

PMS 7428C PMS 7428U 18 85 31 59 100 35 57

PMS 648C PMS 648U 100 71 9 54 0 31 77

PMS 446C PMS 446U 52 32 30 76 51 63 55

PMS 5595C PMS 5595U 14 1 10 4 213 223 210

The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc.

PANTONE® 424 PANTONE® 5575

MAKEMUSIC

5

image system typography

The MakeMusic image system uses two main font families: Adobe Caslon Pro and Univers. Adobe Caslon Pro Regular small caps or upper/lower case should be used for cover titles and article titles. Adobe Caslon Pro Regular upper/lower case should be used for display type in introduction para-graphs or other short messages on a piece. Adobe Caslon Pro Regular small caps should be used for captions and subheads. Adobe Caslon Pro Regular should be used for the primary body copy; however, Univers 57 Condensed may be substituted as a san serif typeface if desired. To emphasize information within text or quotations, use Adobe Caslon Pro Italic. Paragraphs should be separated by a space, not indented.

When using fonts in multimedia environments in which our primary fonts may not be available, use Times New Roman and Arial in the same manner we are using Adobe Caslon Pro and Univers.

primary titles Point sizes for Adobe Caslon Pro Regular

small caps in cover titles and article titles

will vary depending on the size of the piece.

Display typeAdobe Caslon Pro Regular upper/lower case 15 pt.

with 23 pt. leading and 30 pt. tracking

captions and subheadsAdobe Caslon Pro Regular small caps 9 pt.


Primary Body Copy

Adobe Caslon Pro Regular 8.5 pt.


Secondary Body CopyUnivers 57 Condensed 8.5 pt.


PRINT FONTS

NOTE: THESE POINT SIZES ARE OPTI-

MIZED FOR AN 8.5" X 11" PIECE. SIZES

CAN VARY DEPENDING ON THE SIZE

OF THE PIECE (E.G., BROCHURE VS.

POSTER), BUT ALWAYS MAINTAIN THE

SIZE RELATIONSHIPS.

Adobe Caslon Pro Regular

abcdefghi jk lmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Adobe Cas lon P ro I ta l i c

abcde fghi jk lmnopqrs tuvwxyz

ABCDEFGHIJKLMN OPQRST UVWXYZ

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

1234567890

MAKEMUSIC

6

image system design elements

THE BLOCK ELEMENT

The MakeMusic image system uses key design elements to organize information. In order to ensure consistency throughout the collateral materials, there is a common element that can be used in the image system, such as the MakeMusic blocks, derived from the idea of creating music and the altering of sound during that creation.

This element may be used on any side of the page as long as the fl at surface, shown above, is against the edge of the page. The block never bleeds off the edge of the page; to place this design element on the edge of a page, at minimum use the same amount of space that is used between the blocks and proportionally increase this space accordingly with the size of the block design element. The space to the edge of the page should not exceed 0.125 inches.

When used over a photograph, the blocks must remain the colors of the primary color palette (see page 4). Allow the color of the photograph to be more bold inside the individual blocks than when the photo-graph continues outside of the block element as shown below.

FLAT SURFACEEDGE OF PAGE OR DOCUMENT

PANTONE® 5575 (40%-65% OPACITY)

COLOR BLOCKS IN THE PRIMARY COLOR PALETTE

BOLDER IMAGERY WITHINBLOCK ELEMENT

LIGHTER IMAGERY OUTSIDETHE BLOCK ELEMENT

MAKEMUSIC

7

image system photography and paper specifications

Photography plays an important role in communicating the MakeMusic brand. It should convey the attributes of empowerment, artistry, process, and creation. Photographs should be shot at an angle and should portray people involved in the creation of music. Keep the colors soft and use a slight cool tint to complement the image system color palette.

Look for stock images with cooler tints and lighter backgrounds as shown below. They should be cropped showing the hands or the whole person playing an instument.

Photos are FPO only and to show photography style. Special care must always be taken to makesure the photos selected or shot are musically accurate in terms of the quality of the instrument, as well as the fi ngering on the given instrument.

Paper color, texture, weight, and quality also contribute to the MakeMusic brand. For brochures and marketing kit materials, especially those with photography, use a bright white matte 80# cover. Do not use glossy or textured papers. For all other items, such as letterhead, envelopes, etc., use a bright white uncoated 70# text.

Currently MakeMusic stationery is printed on Navajo Brilliant White 80# Text.

PHOTOGRAPHY

PAPER SPECIFICATIONS

MAKEMUSIC

8

image system collateral

LETTERHEAD

POWERPOINT TITLE SLIDE

BUSINESS CARD

9

FINALE

FINALE BRAND IDENTITY

As the original, groundbreaking notation software, Finale offers serious musicians the power, options, tools, and features to bring their next creation to life. This elegant design combines the graceful arc of the forté symbol with the bold contrast of the product name, evoking a powerful yet classic look and feel.

A successful brand is a valuable company asset. Leading companies like Target®, Nike®, and Apple® enjoy ongoing consumer loyalty and greater revenues in part because their brands communicate a personality and a clear message. Consumers know what these brands stand for, and that infl uences their purchasing behavior.

The Finale brand is a valuable asset, one that differentiates us in the marketplace and helps consumers identify and choose our products. The Finale brand personality has been defi ned as follows:

As the original, groundbreaking notation software, Finale offers serious musicians the power, options, tools, and features to bring their next premier creation to vivid life.

Three key concepts support this personality:

Pioneering original, groundbreaking, ahead of the rest, innovative, enterprising, leader

Powerful robust, capable, full-featured, superior, impressive, options, commanding, better results

Premier excellence, performance, mastery, accomplished, preeminent, high quality, foremost, outstanding, supreme

All Finale communications support and express this brand personality.

FINALE BRAND PERSONALITY

brand identity

10

FINALE

The Finale voice—how the brand is expressed in copy tone—communicates the Finale brand personality and the key concepts of pioneering, powerful, and premier. Copy tone should be sophisticated and elegant with a note of energy to underscore the excitement of the creative process. Copy should address the audience with respect and treat them as the professionals they are. Copy tone should not be irreverent, sarcastic, gimmicky, trendy, or snooty.

brand voice

The Finale voice is: Not:

Incredible performances begin in the composer’s

mind. Combine your creativity with the world’s most

powerful notation software, and audiences will soon

hear your masterpiece come to life – from the open-

ing notes to the rousing Finale.

The world’s foremost engravers, composers, and

musicians prefer Finale. With an extensive collec-

tion of powerful, professional features, Finale 2006

expands the possibilities for serious composers with

superior tools for arranging, notating, and printing

your music.

Ready to make some real noise? Get jammin’, rockin’,

rollin’, and riffi n’ with Finale – this software leaves

competitors in the dust! Your sound. Our software.

Enough said.

Why not? Not in line with brand personality. Not

appropriate for the audience. Too irreverent (sounds

like a Mountain Dew ad). Gimmicky.

True musicians—the really serious professionals—

choose Finale. If you think you’ve got what it takes to

join the most elite composers in the world, you should

be using Finale. Substitutions aren’t worth the time.

Why not? Sounds snooty and arrogant. Excludes the

potential customer. Benefi t messages lost.

FINALE BRAND VOICE

11

FINALE identity usage

CORRECT USAGE

The Finale identity should be placed consistently and without distortion of any kind. As a general rule, always print the identity in the approved Finale colors (see color palette on page 14). The colors should always be used at 100%. The ® should always appear with the logo and in an appropriate and legible scale to the mark.

TWO COLOR

GRAYSCALE (PMS 425)

BLACK (ONE COLOR)

REVERSED

You may reverse the identity to white out of a different color, preferably a color within the Finale primary color palette (see page 14). Make sure the contrast between the identity and the color is great enough for the identity to be readable (see page 12, background control).

12

FINALE identity usage





BACKGROUND CONTROL



CLEAR ZONE


xxx

xx

13

FINALE

MINIMUM SIZE

For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are diffi cult to read. The minimum size of the identity is based on its width, which should never be less than 0.6 inches.

0.6"

INCORRECT USAGE

It is important to maintain the integrity and consistency of the Finale identity. It must be presented in a clear and legible manner. Additional factors to consider when using the identity include colors, backgrounds, and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity. • Identities must always be reproduced from the approved fi les provided on CD-ROM. • Alterations to the identity are strictly forbidden.




Do not separate the mark from its original form.

identity usage

Do not separate the logo-mark from the logotype.

14

FINALE image system color palette

PRIMARY

SECONDARY

When possible, the identity should be printed in the two Finale colors: PANTONE® 7493 and PANTONE 425. Other acceptable colors are the secondary colors listed below, which can be used in image system pieces. Please note that some of the colors have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media (Web, PowerPoint, video, overhead transparencies).



PMS 7493C PMS 7493U 20 3 38 8 185 200 142

PMS 425C PMS 425U 38 28 21 63 65 66 65

PMS 652C PMS 652U 62 28 2 3 93 127 166

PMS 7524C PMS 7524U 0 55 60 27 155 80 58

PMS 551C PMS 551U 27 3 0 13 145 179 195

PMS 647C PMS 647U 100 56 0 23 16 67 121

PMS 557C PMS 557 30 0 20 15 137 172 155



PANTONE® 557

15

FINALE image system typography

The Finale image system uses two main font families: Univers and Granjon. Univers 55 Roman lower case should be used for cover titles and article titles. Univers 55 Roman lower case should be used for display type in introduction paragraphs or other short messages on a piece. Univers 53 Extended upper/lower case should be used for captions. Univers 65 Bold upper/lower case or all caps should be used for all subheads. Univers 55 Roman upper/lower case should be used for the primary body copy; however, Granjon Roman may be substituted as a serif typeface if desired. To emphasize information within text or quotations, use Univers 65 Bold upper/lower case or all caps. Paragraphs should be separated by a space, not indented.

When using fonts in multimedia environments in which our primary fonts may not be available, use Times New Roman and Arial in the same manner we are using Univers and Granjon.

primary titles Point sizes for Univers 55 lower case in cover titles, article titles, and subheads will vary depending on the size of the piece.

d isplay typeUnivers 55 lower case 21 pt. with 25 pt. leading and 100 pt. tracking

Captions/QuotesUnivers 53 Extended upper/lower case 10 pt. with 10 pt. leading and 30 pt. tracking

SUBHEADS

Univers 65 Bold all caps 9 pt. with 12 pt. leading and 50 pt. tracking

Primary Body CopyUnivers 55 upper/lower case 10 pt. with 13 pt. leading and 0 pt. tracking

Secondary Body CopyGranjon Roman Condensed 12 pt. with 15 pt. leading and 10 pt. tracking

PRINT AND MULTIMEDIA FONTS






SIZE RELATIONSHIPS.

16

FINALE image system typography

UNIVERS AND GRANJON FONTS

Univers 55 RomanabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZA B C D E F G H I J K L M N O P Q R ST U V W X Y Z

1234567890

Univers 65 Bold

abcdefghijklmnopqrstuvwxyz


A B C D E F G H I J K L M N O P Q RST U V W X Y Z

1234567890

Univers 53 ExtendedabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Granjon Romanabcdefghi jklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Granjon Boldabcdefghi jklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZA 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

1234567890

17

FINALE image system design elements

The Finale image system uses key design elements to organize informa-tion in order to ensure consistency throughout the collateral materials. All Finale materials incorporate an arc in one form or another. The most commonly used arc element is a solid arc accompanied by a translucent arc backdrop and accented by arc styled rules.

All of these elements can be used somewhat loosely in conjunction with each other and can also be represented in various colors. However, Finale green is the preferred usage.

PORTION OF GRAPHIC CAN BE A PERCENTAGE OF TRANSLUCENCE, OR A PERCENTAGE OF A SOLID.

PORTION OF GRAPHIC CAN BE SOLID

ACCENT RULES VARY IN STROKE WIDTH AND AMOUNT

THE ARC ELEMENT

18

FINALE

CURVED LINE USAGE AND TECHNIQUES

GRAPHIC USED TO HIGHLIGHT INFORMATION

This “circle” element can be used anywhere within the line track. The outer circle takes on the color and line weight of the track it

is on and the center circle can vary depending upon its use; in most cases it is shown as 100% PMS 425 or 77% black. The

circle element can be added for visual interest or used to highlight headlines and/or noteworthy information.

The Finale image system uses key design elements to organize information. In order to ensure consistency throughout the collateral materials, there are common elements that can be used in the image system, such as the circular lines that represent the rhythm of music and the sketching quality indicative of music composition in its early stages.

The lines should always be shown in a multiple fashion, never alone. They should vary in thickness and preferably remain the same color. They can be used both vertically and horizontally, and can bow in opposite or similar directions. Below are examples of curved line usage.

image system design elements

19

FINALE image system photography

ENGAGING STRENGTH ELEGANCE SPECIALIZED

Photography is an important vehicle in communicating Finale’s brand voice. It should convey the attributes of its brand personality: empowerment, pioneering, and premier.

Photography must be shot in an angular fashion creating a dramatic depth of fi eld. Selective focus is key in capturing details necessary to appeal to the specialization Finale offers. Black and white photography is required in top tier photos such as product packaging, literature covers, etc. Color photography should be used in a supportive manner.

PHOTOGRAPHY

Look for stock images with rich color, selective focus, and perspective qualities if possible. Some of these features can be applied in the production process under certain circumstances.

Accuracy must be taken into consideration when shooting or searching for a stock image. Keep in mind details related to how a musician would hold or play an instrument. This is important in maintaining the integrity of the message that is trying to be conveyed in a photograph.

Photos are FPO only and to show photography style.

PHOTOGRAPHY

Special care must always be taken to make sure the photos selected or shot accurately portray fl aw-less, engraver-quality music notation.

20

FINALE image system collateral

PACKAGING

Paper color, texture, weight, and quality also contribute to the Finale brand. For brochures and marketing kit materials, especially those with photography, use a bright white sheet, preferably uncoated or a matte fi nish. Do not use glossy or textured papers. For all other items, such as letterhead, envelopes, etc., use a bright white uncoated 70# text.

LITERATURE AND ADVERTISING EXAMPLES

FINALE MAILER

FINALE POSTCARD

FINALE ADVERTISING

21SMARTMUSIC brand identity

The logo focuses on the detail of the treble clef symbol reversed out of a solid circle. It is bold, yet elegant, illustrating precision as well as movement and discovery. The mark and logotype share similar line weights, creating an equal balance.

SMARTMUSIC BRAND IDENTITY

SMARTMUSIC BRAND PERSONALITY

A successful brand is a valuable company asset. Leading companies like Target, Nike, and Apple enjoy ongoing consumer loyalty and greater revenues in part because their brands communicate a personality and a clear message. Consumers know what these brands stand for, and that infl uences their purchasing behavior.

The SmartMusic brand is a valuable asset, one that differentiates us in the marketplace and helps consumers identify and choose our products. The SmartMusic brand personality has been defi ned as follows:

SmartMusic is the essential teaching and learning tool that stimulates students to engage with music on a deep, meaningful level, which leads to an often transformative discovery of inner talents and ability.

Three key concepts support this personality:

Stimulating supportive, encouraging, motivating, inspiring, mentor, guide, teach, learn

Essential important, crucial, necessary, indispensable, fundamental, core, critical, vital

Transformative discovery, progress, improvement, evolve, growth, change, advance, epiphany,

fulfi llment

All SmartMusic communications support and express this brand personality.

“ SmartMusic is the essential teaching and learning tool that stimulates students to engage with music on a deep, meaningful level, which leads to an often transformative discovery of inner talents and ability.” This is the brand personality of SmartMusic.

22SMARTMUSIC

The SmartMusic voice—how the brand is expressed in copy tone—communicates the SmartMusic brand personality and the key concepts of stimulating, essential, and transformative. Copy tone should be friendly, clear, and engaging. Copy should respect the teacher/student relationship and express excitement about the joy of making and sharing music. The tone should not be fl ippant, mocking, or “sales-y.” Copy should not use trendy teen slang or try to sound too hip; remember, the primary audience for SmartMusic is teachers.

The SmartMusic voice is: Not:

Students discover their musical abilities and improve

rapidly with SmartMusic. The one-of-a-kind practice

software is an essential tool for educators who wish

to transform their music programs. With SmartMusic,

students master technical skills faster while develop-

ing musicianship and engaging with music on a deep,

meaningful level.

Students practice longer and more often because

SmartMusic makes it fun! The interactive system

challenges students and helps them achieve mastery

quickly, leading to a sense of accomplishment and

pride.

Want to know what’s cool, right now? Then check out

SmartMusic. You love music and want to lay down

some really chill licks, right? Then get SmartMusic

and get busy. Like your iPod or instant messenger,

SmartMusic hooks you up.

Why not? Trying too hard to be cute and trendy. Mes-

sage lost to gimmicky language. Comparing to other

products sounds desperate.

SmartMusic students are wired to practice . . . liter-

ally! SmartMusic makes practicing almost like a video

game, and we all know how much kids like those.

Why not? The pun is trying too hard to be cute. Dis-

misses the benefi t as something trivial. Isn’t taking the

teaching/learning process seriously.

SMARTMUSIC BRAND VOICE

brand voice

23SMARTMUSIC identity usage

CORRECT USAGE

The SmartMusic identity should be placed consistently and without distortion of any kind. As a general rule, always print the identity in the approved SmartMusic colors (see color palette on page 26). The colors should always be used at 100%. The ® should always appear with the logo and in an appropri-ate and legible scale to the mark.

TWO COLOR

GRAYSCALE (PREFERED BLACK AND WHITE OPTION)

BLACK (ONE COLOR)

REVERSED

You may reverse the identity to white out of a different color, preferably a color within the SmartMusic primary color palette (see page 26). Make sure the contrast between the identity and the color is great enough for the identity to be readable (see page 24, background control).

10 0% BLACK

65% BLACK

24SMARTMUSIC identity usage


ACCEPTABLE RANGE (0-15% OR 80-100%)



BACKGROUND CONTROL



CLEAR ZONE


xxx

xx

25SMARTMUSIC

MINIMUM SIZE

For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are diffi cult to read. The minimum size of the identity is based on its width, which should never be less than 1 inch.

1"

INCORRECT USAGE

It is important to maintain the integrity and consistency of the SmartMusic identity. It must be presented in a clear and legible manner. Additional factors to consider when using the identity include colors, backgrounds, and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity. • Identities must always be reproduced from the approved fi les provided on CD-ROM. • Alterations to the identity are strictly forbidden.




identity usage

Do not separate the logo-mark from the logotype.

Do not separate the mark from its original form.

26SMARTMUSIC image system color palette

PRIMARY

When possible, the identity should be printed in the two SmartMusic colors: PANTONE® 711 and PANTONE 550. Other acceptable colors are the secondary colors listed below, which can be used in image system pieces. Please note that some of the colors have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media (Web, PowerPoint, video, overhead transparencies).


SECONDARY



PMS 711C PMS 711U 0 92 56 1 198 16 44

PMS 550C PMS 550U 43 5 6 10 114 160 185

PMS 7468C PMS 7468U 94 16 7 28 0 97 141

PMS 577C PMS 577U 33 1 49 4 163 190 126

PMS 611C PMS 611U 5 3 76 11 205 194 54

PMS 435C PMS 435U 9 17 8 18 187 170 177


27SMARTMUSIC image system typography

PRINT FONTS

The SmartMusic image system uses two main font families: ITC Stone Sans and Insignia. Insignia Roman lower case should be used for cover titles/highlights and article titles in combination with ITC Stone Sans Medium. ITC Stone Sand Semibold should be used for display type in introduction para-graphs or other short messages on a piece. ITC Stone Sans Semibold should be used for captions and subheads. ITC Stone Sans Medium should be used for the primary body copy. ITC Stone Sans Italics should be used for quotes. To emphasize information within text, use Insignia or ITC Stone Sans Semibold. Paragraphs should be separated by a space, not indented.

When using fonts in multimedia environments in which our primary fonts may not be available, use Arial in the same manner we are using ITC Stone Sans Medium or Semibold.

primary titles Point sizes for Insignia and ITC Stone Sans Medium in cover titles and article titles will vary depending on the size of the piece.

Display typeITC Stone Sans Semibold 15 pt. with 18 pt. leading and 30 pt. tracking

Captions and SubheadsITC Stone Sans Semibold 10 pt. with 12 pt. leading and 10 pt. tracking

Primary Body Copy

ITC Stone Sans Medium 9 pt. with 14 pt. leading and 5 pt. tracking

QuotesITC Sans Stone Italics 12 pt. with 17 pt. leading and 15 pt. tracking






SIZE RELATIONSHIPS.

Insignia Roman

abcdefghi jklmnopqrstuvwxyz



1234567890

ITC Stone Sans Medium



ABCDEFGH I JKLMNOPQRSTUVWXYZ

1234567890

ITC Stone Sans Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHI JKLMNOPQRSTUVWXYZ

1234567890

ITC Stone Sans Italics




1234567890

28SMARTMUSIC image system design elements

THE CROPPED LOGO DETAIL

TRANSPARENT COLOR BAR

The overall design is a combination of a very precise grid – consisting of an enlarged logo (identity) detail and a transparent-color rectangle shape overlaying the photography. Photography is treated with masks which suggest movement and soften the edges. They add a dynamic element to the imagery, representing the creativity and enthusiasm paired with focused, engaged music practice. This design balances a strong brand presence (through the color and logo element) with use of white space and a softer photography style.

The logo detail is always cropped in a precise square and placed preferably to the right of the transpar-ent-color bar. There is always a white space in between. The cropped logo detail should always be in one of the primary colors (PMS 711 or PMS 550). Space in between color bar and cropped logo square should be approximately 1/10 of the square dimmension. This modular system creates a basic grid and helps to determine position of the logo in page layout.

x=1

1/10 of x

square

The transparent-color bar can be used in both primary or secondary colors. Its opacity is typically 85% and it is in multiply blending mode to ensure image visibility. It houses the primary title of the page layout.

transforming

29SMARTMUSIC image system design elements – continued

PHOTOGRAPHY MASK

The mask is created in Photoshop to soften photography edges and to add a dynamic element of movement. It must always be customized in harmony with the photography and support the overall design/page layout.

Photoshop layer mask

30SMARTMUSIC image system photography

CLEAN CRISP BRIGHT SIMPLE TIMELESS

Photography style for SmartMusic is soft and fresh (young), using very light background, fading to white. Background is out of focus, bringing attention to the foreground, focusing on hands (and/or facial expression) and musical instrument.

Special care must always be taken to make sure the photos selected or shot are musically accurate in terms of the quality of the instrument, as well as the fi ngering on the given instrument.

PHOTOGRAPHY

31SMARTMUSIC image system collateral

PACKAGING

Paper color, texture, weight, and quality also contribute to the SmartMusic brand. For brochures and marketing kit materials, use a bright white sheet, preferably dull or matte fi nish. For coating, use satin aqueous instead of gloss varnish. Do not use glossy or textured papers. For all other items, such as letterhead, envelopes, etc., use a bright white uncoated 70# text.

LITERATURE AND ADVERTISING EXAMPLES

SMARTMUSIC JAZZ MAILER

32SMARTMUSIC

PRINT ADVERTISING

SMARTMUSIC MAGAZINE ADS

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brand identity and image system guidelines - makemusic · 2016-05-10 · makemusic 1 as the...

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