Art Without Barriers

Motown: Art without BArriers

The visual

sTandards

Guide

introduction

As a legendary records label and “The Sound of

Young America”, Motown played a significant role

in race crossover. What is the new opportunity for

Motown in this modern era? In this high tech and

Internet based world, traditional record businesses

face big challenges. The revival of Motown is a major

shift in the brand mission and brand projection.

In this brand standard book, the brand shift and

new visual system will be clarified. Motown’s

resurgence is about to begin.

01

intro

0 3

contents

reviving Motown

25 Brand Mission

27 Brand Overview

29 Brand shift

33 audience

37 Comparison Chart

4 1 Brand spirit

introduction

Motown’s history

09 Beginning

1 3 Chronicles

15 detroit

01

02

03

0 5

reviving Motown

25 Brand Mission

27 Brand Overview

29 Brand shift

33 audience

37 Comparison Chart

4 1 Brand spirit

visuAl stAndArds

5 1 logo

53 symbol

53 logotype

55 signature

57 variations

59 logo Background

61 inappropriate usage

63 Primary Typeface

65 secondary Typeface

67 Primary Colors

67 secondary Colors

69 Graphic elements

7 1 Photo style

BrAnd Assets

77 Business system

81 Projection Chart

83 Periodicals

87 accessories

91 Motown Club

97 records

101 studios

107 awards

1 1 1 application

1 15 resources & Contacts

04 05

Motown’s history

02

Motown’s history inTrOMOTOwn’s visual

sTandards

Motown played an important role in the racial integration

of popular music as an African American-owned record

label which achieved significant crossover success.

The embrace of Motown’s artists and recordings by the

entire listening audience helped break racial barriers

that had plagued the country since its inception.

0 9

Motown’s Visual

standards

With an $800 loan from his family, Berry Gordy Jr.

established Motown Records in 1959. Within a few

years, this Detroit based outfit was selling more

singles and releasing more hits than any other

record company. Beyond the formidable music and

sales figures, Motown itself became a cultural icon.

As the most successful African-American owned

and operated record company- and business-in

the U.S., it symbolized a new day: its energetic

product reflected the determination and drive

towards progress and optimism of a long oppressed

people and for the nation as a whole.

Motown’s history beginning

Berry Gordy Jr. estaBlished Motown records in 1959.

1 1

Motown’s history ChroniCles

1959 1972 1988

Motown was founded by

songwriter Berry Gordy, Jr.

in Detroit, Michigan.

Moved to Los Angeles

to branch out into the

motion-picture industry

Had started losing

money, and was sold

to MCA records and

Boston Ventures

1960s 1970s

Diana Ross &

The Supremes

The Four Tops

The Jackson 5

Stevie Wonder Marvin

Gaye

The Marvelettes

The Miracles

Lionel Richie

Commodores

Rick James

Teena Marie

Dazz Band

DeBarge

1980s

DeBarge

Rockwell

Lionel Richie

Teena Marie

Motown’s

artists

Motown’s Visual

standards

1994 1999 2011 2014

Sold to PolyGram

Sold to Universal Music

Group and headquar-

tered in New York CityUniversal Motown has

reverted to the original

Motown brand

Relocated back to

Los Angeles to

operate under the

Capitol Music Group

DeBarge

Rockwell

Lionel Richie

Teena Marie

1990s

Boyz II Men

Johnny Gill

702

Brian McKnight

Erykah Badu

2000s

Drake Bell

India Arie

Michael McDonald

Yummy Bingham

Damian Marley

Lindsay Lohan

1 3

Motown’s history deTrOiT

the Motor citydetroit

MOTOwn’s visual

sTandards

1 5

The name of Motown, a portmanteau of motor and

town, is also a nickname for Detroit.

Motown’s history detroit

lonG known as the autoMoBile capital of the world, detroit is also faMous for its distinctive Motown Music sound froM the 1960s.

Motown’s Visual

standards

1 7

Motown’s history detroit Motown’s Visual

standards

Motown records was born and grown in Detroit.

Detroit is the seat of Michigan’s Wayne County.

It was a leading regional economic power in the

nineteenth century. The invention of the automo-

bile and its mass production in Detroit headed by

Henry Ford changed American and world culture.

As more and more manufacturing jobs moved to

lower-wage areas of the U.S. and increasingly

overseas, Detroit’s population declined and the

economy struggled. In the early 1990s Detroit’s

position as the automobile capital of the world

was being challenged by foreign competition.

Throughout, though, the city’s metropolitan area

has grown and the regional economy diversified,

making metropolitan Detroit still one of the largest

and most prosperous areas of the country. Detroit

has a long history of producing groundbreaking

and influential musical talent, such as the Motown

greats Iggy Pop, Bob Seger, and the White Stripes,

known throughout the world.

1 9

reviving Motown

03

crossover, uplifting, creative,

divers, supporting, dynamic,

inspiring, communication




2 3

reviving Motown brand MissionMotown’s Visual

standards

to support Minority artists and use art to Break down Barriers.

“

”

2 5

reviving Motown Brand Overview

Motown is a brand that discovers, inspires and

supports minority artists. Minority artists is defined

as creative art talents who feel to be a minority

because of their art style, cultural background,

racial identity, faith, sexual orientation or other

factors. Motown is dedicated to break down

barriers by presenting art and talent to the world.

MOTOwn’s visual

sTandards

2 7

Motown will not only Be focused on Music But also pay attention to other creative art fields such as filMMakinG, perforMinG art and visual arts.

Motown can present music and art through

records, films, periodicals, radio and other

communication methods; producing electronic

products and accessories that related to audio

and visual arts; providing support and training

programs for young artists.

reviving Motown brand shiftMotown’s Visual

standards

2 9

MOTOWN

Before

reviving Motown brand grid shiftMotown’s

Visual

standards

MOTOWN

After

The visual style of Motown would be more

contemporary, uplifting and dynamic.

3 1

reviving Motown brand shiftMotown’s Visual

standards

Motown’s audience will be young adults who have

a passion for creative music and art.

3 3

Studies art

Checks Facebook & Twitter every minute to be

connected to the world immediately.

Buys songs and albums on iTunes frequents, so

that he can keep with all the new music.

Listens to music on public transportation every

day, because he feels uncomfortable around

strangers.

Shares cheap apartment with other students.

Goes to flea markets and art galleries every

month, so he can experience other cultures and

learn more about art and craft.

Likes to try different food from other cultures.

Tries to be popular but feels isolated sometimes

as an African-American gay man.

Waiter

Uploads videos on youtube every month, so that

he can show off his talents and be known by more

people.

Lives in a basement apartment in Los Angeles,

because he is a struggling actor.

Has a part time job in a cafe to pay his bills.

Speaks both English and Spanish, since he grown

up in a chicano family.

Takes acting classes on the weekend to improve

his acting skills.

Has been to many acting auditions of talent shows,

but has always been turned down.

reviving Motown audienCeMotown’s Visual

standards

Middle school student

Crazy about a pop star and collects all his

albums, because she idolizes him.

Goes to the fan club online everyday, so that she

can follow the newest information about her idol.

Lives with her parents and siblings in Los Angeles,

since she is still underage and dependent.

Started a fan club in school, because she feels her

family doesn’t understand her interests and she

wants more communication.

Wears headphones all the time when she is in

home, so she doesn’t have to hear her mother’s

constant chatter.

Has a cat named the star’s name, because she

wants to be closer to her idol.

Works at the Gap

Gets drunk every weekend, so she can release

the pressure from work and family.

Goes to all kinds of parties to get attention.

Enjoys music and dance in clubs, because the

loud music and lights can help her to forget her

family problems.

Has a popular fashion blog to share her good

taste in fashion and styles.

Listens to loud music when she drives, so she

can keep herself excited and happy.

Lives with her boyfriend, because she likes

company.

3 5

diGiTal

PhysiCal

lOw

aCCessiBiliTy

hiGh

aCCessiBiliTy

SonyWarner

PolyGram

EMI

Motown

UMG

Before

reviving Motown CoMparison ChartMotown’s Visual

standards

uMg: universal Music group

sony: sony Music entertainment

warner: warner Music group

s.M. : star Museum entertainment

diGiTal

PhysiCal

lOw

aCCessiBiliTyhiGh

aCCessiBiliTySony

Motown

UMG

Talent House

Night Slugs

Rhymesayers

iTunes

S.M.

EMI

After

3 7

Before

ClasseC Based

Trend Based

OBsCure well-knOwn

Sony

Warner

PolyGram

EMI

Motown

UMG

reviving Motown CoMparison ChartMotown’s Visual

standards

uMg: universal Music group

sony: sony Music entertainment

warner: warner Music group

s.M. : star Museum entertainment

After

Sony

Motown

UMG

Talent House

Night Slugs

Rhymesayers

iTunes

S.M.

EMI

ClassiC Based

Trend Based

OBsCure well-knOwn

3 9

crossover

reviving Motown brand spiritMotown’s Visual

standards

4 1

upliftinG


standards

4 3

inspirinG


standards

4 5

coMMunication


standards

4 7

visuAl stAndArds

04

The new Motown logo is based on it’s new

mission, which is to support minority artists

and use art to break down barriers. It

expresses a reviving, uplifting and dynamic

Motown. The logo is formed of two main parts:

an open ended “M” and a five-pointed star.

inTrOlogoMOTOwn’s visual

sTandards

Motown’snew logo

5 1

syMBOl

The open ended “M”, which comes from the initial

of Motown, represents breaking barriers and open

possibilities. The stroke of the “M” is stand for rising

possibility and stability of the brand.

The five-pointed star represents talented artists,

who are the most important part of Motown. The star

works as a part of the “M”, and at the same time it

breaks through the “M”.

the “M” the stAr

35°

110°

35°

90°110°

syMBol

logoMOTOwn’s visual

sTandards

The logotype is customized base on the typeface

Quicksand. The weight of the character “M” is wider,

and the middle stroke of the “W“ is taller than the

original typeface. Don’t use the original Quicksand

to typeset logotype for the Motown logo.

logotype

motown

The “M” in Motown’s logotype is wider

than Quicksand’s M. The angle of the

M in the logotype are same as the M’s

angle in the Motown symbol.

The “W” in the logotype has a taller

middle stroke. The W’s three top

points are aligned at the same height.

5 3

proportion

X

2X

2X

2/3X

2/3X

4X

3/4X

siGnaTurelogoMOTOwn’s visual

sTandards

The logotype is always placed below the symbol

and center aligned with the symbol. The width of the

logotype is double the size of the symbol’s width.

For proportion, the X is always the size of the star in

Motown’s logo. The height of the logo equals 3 1/3X,

and the width of the logo equals 4 X. Don’t distort

the logo or change the proportion anytime.

Always leave at least one star size space around

the logo. To be consistent, the Motown logo is

generally placed in the upper left corner of

a printed page. It could also be placed in the

center of an image and other backgrounds when

the logo needs to be emphasized. The minimum

size of the Motown logo is 1/2 inch height. Any

size smaller than 1/2 inch is inappropriate.

cleAr spAce

1/2 inch

5 5

For the Motown logo color, only use the “talent

gold” and “deep black” from Motown’s visual

standard colors. Using the primary logo or single

color logo depends on the logo’s background

and materials. The rule is to keep it clear to see

and has certain contrast with the background.

Single gold color

Primary

Single black color

Reversed

variaTiOnslogoMOTOwn’s visual

sTandards

vAriAtions

The logo’ horizontal version doesn’t have an

extra M. The symbol works as the initial of it.

The height of the O equals height of the star.

horizontAl

5 7

On dark background the logo can be a single gold

color. On light background all variations are usable.

The logotype isn’t always necessary to be put on image

backgrounds. The Motown logo should never be trans-

parent on images. Logo’s background image should be

appropriate for Motown’s visual style.


sTandards

lOGO BaCkGrOund

5 9

Don’t distort it. Don’t put gradient on it.

Don’t add shadows. Don’t emboss it.

Don’t rotate it. Don’t put glow on it.


sTandards

inaPPrOPriaTe usaGe

To keep the identity system consistent, some effects and

treatments of the Motown logo are inappropriate to use.

Don’t use other colors. Don’t use outlines.

Don’t change the

orientation of symbol.

Don’t overlap it.

Don’t change the

position of star.

Don’t use the logo’s star as

pattens.

6 1

typogrAphyMOTOwn’s visual

sTandards

PriMary TyPefaCe

Mcrossover uplifting creAtive divers supporting dynAMic inspiring

Gotham is a family of geometric

sans-serif typefaces designed by

American type designer Tobias

Frere-Jones in 2000. Gotham’s

letterforms are inspired by a

form of architectural signage

in New York City. Gotham looks

masculine, new and fresh. It’s a

typeface that captures the beauty

of an American industrialized

city. Gotham is a powerful voice

for the new Motown.

Gotham is used on titles, subtitles,

large text and for emphasis. Use

gotham regular and gotham bold.

Don’t use Italics.

gothAM regulAr

ABcdefghijklM

nopqrstuvwxyz

abcdefghijkl

mnopqrstuvwxyz

0123456789

Gotham bold

abcdefGhijklm

nopqrstuvwxyz

abcdefghijkl

mnopqrstuvwxyz

0123456789

6 3

GOThaM narrOw BOOk

aBCdefGhijklMnOPqrsTuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

Gotham narrow liGht

abcdefGhijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

GothaM narrow thin

aBcdefGhiJklMnopqrstuvwxyzaBcdefGhiJklMnopqrstuvwxyz0123456789

Gotham Narrow is used on subtitles,

large text and quotes. They works as

supplement or alternative to gotham.

Use Gotham narrow book, gotham

narrow light and gotham narrow thin.

Don’t use Italics and other weight.

typogrAphyMOTOwn’s visual

sTandards

seCOndary TyPefaCe

ROCk WeLL LIGhT

AbCDeFGhIJkLMNOPQRSTUvWXYz

abcdefghi jk lmnopqrstuvwxyz

0123456789

RoCK WELL REGULAR

ABCDEFGHIJKLMNoPqRSTUVWxYz

abcdefghijklmnopqrstuvwxyz

0123456789

Rock well Bold

aBcdefghijklmnopqRstuvwxyz


0123456789

Rock well light italic

abcdefghijklmnopqRstuvwxyz

abcdefghi jk lmnopqr stuvwxyz

0123456789

Rock well light italic

abcdefghijklmnopqRstuvwxyz


0123456789

Rockwell is a slab serif typeface

family that designed by the Monotype

foundry’s in-house design studio in

1934. Rockwell has a geometric but

also humanized look.

Rockwell is use on text, subtitles,

caption and other small text. Use

Rockwell light on light background

and use Rockwell book or regular

on dark background. Rockwell light,

regular, bold, italic and light italic

are appropriate in the Motown visual

system. Don’t use other weights.

6 5

black is a color that says classic and

modern at the same time. It never

goes away. In the Motown’s visual

system, black stands for power, depth

and stability.

DeeP bLACk

Pantone black

C 0

M 0

Y 0

k 100

R 35

G 30

b 30

TALeNT GOLD

Pantone 4525

C 15

M 25

Y 50

k 0

R 200

G 180

b 130

Gold is the color of value. back in the

gold rush, people looked for pure gold

by sifting through sands. For Motown,

gold is about finding the value of talents

and letting artists shine.

colorMOTOwn’s visual

sTandards

Use CMYk or Pantone colors for print,

and use RGb colors for digital display.

priMAry colors

LIGhT GRAY

Pantone Cool Gray

C 0

M 0

Y 0

k 30

R 210

G 210

b 210

ShADOW GRAY

Pantone 877

C 0

M 0

Y 0

k 50

R 150

G 150

b 150

Light gray is a color close to silver.

In the visual system, it can works as

an alternative color of gold.

Shadow Gray is a supplemental

color for light gray. It can be used

for creating contrast.

secondAry colors

6 7

Triangles at 35° angles.

Solid circle and thin outlines. Thin lines at 35° angles, 0.5 to 0.75 point width and

break out of the edge.

Thin circle lines in 0.5 to 0.75 point width.

grAphic eleMentsMOTOwn’s visual

sTandards

The 35° angle comes from the logo, and the elements’

angles are consistent in the visual system. The princi-

ple of using Motown’s graphic elements is to keep the

design concise, dynamic and consistent.

0 3

6 9

Use gold tone or black & white photos. Avoid photos

with bright colors or colorful tones. Dynamic and

powerful images works well in the visual system.

Combine graphic elements with photos appropriately.

photo styleMOTOwn’s visual

sTandards

7 1

05




BrAnd Assets




BrAnd Assets

BrAnd AssetsMOTOwn’s visual

sTandards

7 5

business systeMBrAnd AssetsMotown’s Visual

standards

BusinesssysteM

Motown’s business system follows the visual

system tightly by using black materials and gold

visual elements. The business system includes

name cards, letterhead, envelopes, notebooks,

pens, flash drives and other stationery. For paper

supply, see the resource page.

7 7

business systeMBrAnd AssetsMotown’s Visual

standards

7 9

perforMing Arts

RECoRDS

MUSICALS

RADIo

MUSIC VIDEoS

CoNCERTS

TV SHoWS

FILM

PERIoDICALS

MAGAzINES

ExHIBITIoNS

ART SPACE

BooKS

SCRIPTS

LYRICS

literAry Arts visuAl Arts

Old

new

BrAnd Assets projeCtion ChartMotown’s Visual

standards

Motown will not only be focused on music but also

pay attention to other creative art fields such as

filmmaking, performing art and visual arts. Motown

can present music and art through records, films,

periodicals, radio and other communication methods;

producing electronic products and accessories that

related to audio and visual arts; providing support

and training programs for young artists.

the BrAnd projection chArt

AWARDS

CoMPETITIoN

MoToWN CLUB

STUDIo

TRAINING PRoGRAM

AFTER SCHooL PRoGRAM

RESoURCE CENTER

AGENCY

MoToWN SToRES

WEBSITE

APPLICATIoN

ELECTRoNIC PRoDUCTS

ACCESSoRIES

SoUVENIRS

serviCes

PrOduCTs

exPerienCes

Media

publications

periodicals

accessories

events

environments

facilities

education

production

promotion

periodicals

accessories

records

Motown Club

awards

studios

application

BrinG TO live:

8 1

Motown’s periodicals, which includes print

magazines, digital magazines and newsletters,

will publish Motown artists’ works, Motown’s

events and news.

periodiCalsBrAnd AssetsMotown’s Visual

standards

to introduce excellent Minority artists’ work, and inspire More talents.

MAgAzines

0 3

8 3

periodiCalsBrAnd AssetsMotown’s Visual

standards

Motown magazine will showcase Motown’s

talents, and it is also a communication

platform for minority artists groups. The

print magazine mainly focuses on visual

and literary arts. For example, content of

the magazine includes paintings, photos,

illustrations, prose, poems, biographies

and stories behind the scenes. The digital

magazine will includes more performing

arts content, such as music, plays and films.

Motown’s newsletters include email newslet-

ters, calendar of Motown’s events and flyers.

8 5

Personal music equipment is part of Motown’s

accessory products. These products are aimed to

provide better music experience to the audience.

Personal music equipments include earphones,

headphones, turntables and speakers.

aCCessoriesBrAnd AssetsMotown’s Visual

standards

MusicequipMents

8 7

aCCessoriesBrAnd AssetsMotown’s Visual

standards

Better Music experiences

8 9

The Motown Club is an association that serves

Motown’s artists and staff. It is where minority

artists can meet and communicate with each other.

ClubBrAnd AssetsMotown’s Visual

standards

MotowncluB

MotowncluB

9 1


standards

9 3


standards

The club can hold small events such as parties,

meetings, internal shows and other gatherings.

It is also a place where artists can enjoy leisure

activities and relax. The Motown Club is the

home of Motown artists family and the cradle of

inspirations. The club building has a bar, a small

stage and other facilities.

the hoMe of Motown artists

9 5

BEHIND

THE LIGHT

BEHIND

THE LIGHT

reCordsBrAnd AssetsMotown’s Visual

standards

records

BEHIND

THE LIGHT

BEHIND

THE LIGHT

9 7

reCordsBrAnd AssetsMotown’s Visual

standards

Music production has Been a part of Motown since it BeGan.

Recording music changes with every technological

improvement. Motown will release more digital

records and less physical ones. Digital albums will

be released on Motown’s website, application and

other digital platforms. Physical records will be

collectors and in limited editions, such as vinyl

records and discs.

9 9

Motown’s studios produce, edit and polish

artwork. They also support artists’ experiments

and practices. Studios include music, photogra-

phy, dance, editing, painting studios and others.

These studios would be networked and create

an integrated production system.

studiosBrAnd AssetsMotown’s Visual

standards

Motownstudios

inteGratedproduction systeM

inteGratedproduction systeM

1 0 1


standards

103

In Motown, different art fields can work closely

by supporting, complementing and interacting

with each other. For example, a lyric written in

the editing studio can be produced into a song by

the music studio, and the song would need a cover

from the photography studio or painting studio.

Artwork from different art fields would inspire,

expand and enrich each other.


standards

104

awardsBrAnd AssetsMotown’s Visual

standards

MotownAwArds

107

Motown awards will be held to encourage Motown

artists, reward their achievements and inspire more

artists. Merit categories include Best Singer, Best

original Song, Best Song Mixing, Best Song Editing,

Best Album, Best Album Cover, Best Music Video,

Best Dancer, Best Director, Best Actor, Best Actress,

Best Visual Design and so on.

/MOTOWN AWARDS 2016/

BEST SINGER

awardsBrAnd AssetsMotown’s Visual

standards

Motown’s annual awards is the most important

event in Motown. This awards ceremony honors

the art achievements of Motown’s many diverse

artists. Awards’ events include the ceremony,

performances, and exhibitions. The live awards

ceremony will be presented to audiences though

television, the Internet and other media. The

Motown magazine will publish a special awards

issue every year.

109

aPPliCaTiOnBrAnd AssetsMOTOwn’s visual

sTandards

ApplicAtion

1 1 1

The Motown App is a platform that releases and

showcases Motown’s art products such as songs,

videos and other art pieces. once it has been

downloaded, access to all new released songs

and other digital products of Motown is possible.

The Motown App also supports Motown radio

and personal playlists.

HOME

NEW

MUSIC

VIDEO

RADIO

PLAYLIST

MOREMORE

appliCationBrAnd AssetsMotown’s Visual

standards

HOME

NEW

MUSIC

VIDEO

RADIO

PLAYLIST

MOREMORE

HOME

NEW

MUSIC

VIDEO

RADIO

PLAYLIST

MOREMORE

1 1 3

BOOks:

universal principles of design,

Willian Lidwell, 2003.

a history of graphic design,

Philip Meggs, 1998.

thinking with type,

Ellen Lupton, 2004.

graphic design the new basics.

Phillips, Lupton, 2008.

PeriOdiCals:

communications arts magazine

print magazine

how magazine

Online resOurCes:

blackdesign.com.sg

www.thisiscollate.com

theartistandhismodel.com

www.thedieline.com

resources & contActsMotown’s Visual

standards

designreferences

resourcessuppliers

PaPer:

WHITE & REGULAR PAPER

Red River Paper

www.redrivercatalog.com

888 248 8774

GoLD & SPECIAL PAPER

www.envelopes.com

800 653 1705

BLACK & CoLoRED PAPER

Neenah Paper

www.neenahpaper.com

800 558 5061

PrinT:

H & H Imaging

331 Alabama St, SF, CA94110

415 431 4731

City Copy & Print Center

270 Divisadero St, SF, CA 94117

415 255 9721

Copy Central

615 Mission St, SF, CA 94105

415 882 7377

BiBliogrAphy contAct

BOOks & PeriOdiCals:

“The Sound of the City”,

Charlie Gillett, sphere books, 1971.

“A Young Music Executive Takes

over at Motown”,

new york times, August 10, 2011.

“Motown Museum”.

motown museum. August 24, 2011.

“The Motown Factor.”

jazziz magazine. December 2013.

weBsiTes:

classic.motown.com

www.motownmuseum.org

www.motownrecords.com

www.detroitmi.gov

desiGner:

airui fan

[email protected]

415 819 8786

december 13, 2014

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art without Barriers

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Documents

Art Without Barriers