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2 0 1 8Brand Guidelines
INTRODUC TIONTHE BOARDMASTERS BRAND
Boardmasters is a surf & music festival on the Cornish coast, with professional surf competitions held at Fistral Beach and an epic clifftop music festival at nearby Watergate Bay. It is essential to keep the Boardmasters brand consistent across all channels; onsite, in all promotional materials and in content that goes beyond the event itself.
In this document we provide a guide for the visual expression of the Boardmasters brand – including a series of creative assets, a set of guidelines for best practice, and some examples of usage.
For further information or access to any of the wider Boardmasters assets please email [email protected] or speak to your existing contact.
KEY VISUALA LEAD IMAGE FOR 2018
This image is used on all primary promotional material for Boardmasters 2018. It represents the laid back surf / beach lifestlye and the warm orange glow of a summer sunset. In instances where there is an oppurtunity to use video or animation, we use an alternative version of the visual, featuring a bird’s eye view of waves lapping onto the shore. For use of this image please email [email protected]
Left: The Key Visual in it’s primary static version Above: Still image of the animated version
LOGOTHE WORDMARK
The Boardmasters wordmark logo is a key component of the brand toolkit. The following pages will help you reproduce the logo correctly and maintain a strong, consistent visual identity.
LOGOVERSIONS
The logo comes in dark grey and white colourways. There are several versions of the logo, for use in various situations: PLAIN - For use on Boardmasters or third-party owned artwork, when no other information is necessary, or when the secondary information is illegible due to size restrictions.
STRAPLINE - The strapline ‘Surf & Music festival on the Cornish Coast’ is a succinct summary of Boardmasters’ core offering, and helps communicate this to our audiences. This version of the logo can be used when the date and location is not needed; or is communicated elsewhere.
DATE & LOCATION - The date and location of Boardmasters festival is key information for potential customers. This version should be used on year-specific artwork, when this info isn’t given elsewhere. It is especially important to use this version on artwork that communicates information, or messaging, specific to this year’s live event (e.g. lineup announcements, ticket information etc)
LOGO LOCKUP - A combination of strapline and key info; this version is also a creative expression of the Boardmasters’ offering, with its gold lines reminiscent of the sun setting over the sea. This version can be used wherever space and context allow. Care must be taken to ensure that all of the information is legible and the gold lines remain visible. If the background or format of the artwork don’t allow for this, then a different version should be used. The gold lines can also integrate with another element of the Boardmasters branding; The Ripples. See page 12 for more info.
LOGOCLEAR SPACE
Always give the logo plenty of room to breathe, by leaving a clear space between it and any other design elements, or the edges of the page.
This clear space is defined by the height of the letter ‘D”.
LOGOUSAGE
The Boardmasters logo can be used over photography, solid colour or textured backgrounds. But there are some rules to adhere to... If using over photography, the white versions should be used. Try to find an area of the image that is less busy or with flat tones, providing a clean, solid background for the logo to sit on. There should be strong contrast between the logo and it’s background to ensure maximum legibility. When using on plain white or light textured backgrounds, the grey versions should be used. As with photography, any textured background should be clean and flat enough to ensure maximum legibility and contrast.
LOGODON’ Ts
DO NOT distort or stretch the logo in any way. When scaling, use the proper linked proportions.
DO NOT cover any of the logo with text or any other logos.
DO NOT rotate the logo.
DO NOT crop the logo.
DO NOT add drop shadow or glow to the logo.
DO NOT alter the colour of the logo in any way other than those prescribed in these guidelines.
DON’T
ANIMATED LOGOTHE WORDMARK AS A STING
We have an animated sting for use in all video content.
Much like the static wordmark, the sting can be placed over background footage (as long as all content within the lockup is visible). If content doesn’t allow for this, we use a black fade that allows the logo to be viewed before the background content fades in or out. Never cut footage behind the animated logo.
See example here.
Full sting set to follow.
ICONINTRODUCING THE ‘B’
The ‘B’ icon is a simplified, symbolic representation of the Boardmasters brand; a lower case ‘b’ forming the shape of a breaking wave.
This icon is used when space is tight; and the Boardmasters wordmark is illegible due to size restrictions (such as favicons, profile pictures, thumbnails etc). It can also be used to provide more subtle branding when the full wordmark and various logo lock-ups are not required, such as onsite sculptures and signage, select social posts through our own channels, footers and merchandise.
LOGO / ICONCO-BRANDING
The rules about logo sizes will vary depending on the arrangement, but if it is an equal partnership, the logos should appear as shown. Logos should be sized so they are visually equal, spaced at a comfortable distance (using the guide shown) with a 1pt black stroke between.
All co-branding needs to be signed off by the Boardmasters creative team.
÷3
BRAND ELEMENTRIPPLES
The Boardmasters’ ripples represent waves from both sea and sound, capturing two of our core offerings: surf and music.
These are used as a subtle way to represent the Boardmasters brand over both imagery and flat colour. In certain instances, the ripples can combine with those in the logo lockup.
The ripples can be used as either transparent gradients or opaque stamps, in gold or white, and usage requires sign off from the creative team.
BRAND ELEMENTPAPER TE X TURE
We use two variations of paper texture, to help bring warmth and a subtle, organic feel to digital assets, whilst keeping the designs light and airy. The Boardmasters wordmark always appears in grey on these backgrounds.
WHITEWARM
BRAND ELEMENTWHITE WASHED WOOD
Inspired by the weather-worn surfaces of the beach huts and drift wood found across the Cornish coastline, our White Washed Wood texture is a useful tool in our kit. In digital assets it used as a background to bring warmth and a natural feel to designs. At live events it is, ideally, physically produced, or in some instances printed, to create a look that has become synonymous with the Boardmasters brand.
BRAND ELEMENTWHITE WASH
When there is a requirement for content to be visible over busy backgrounds, we use a white wash paint texture. This can be used either as a wash over the whole image or to create a section for copy and logo use. The Boardmasters wordmark always appears in grey on the white wash background.
COLOUR2018 PALE T TE
The colour palette for Boardmasters 2018 represents the sunsets, sunrises and sand synonymous with Cornish beach living. The darker swatches are used when text needs clarity over a lighter background.
We tend to use grey, white or gold for text, depending on background content.
C90 M65 Y0 K0
R25 G100 B175
HEX #1964AF
C15 M35 Y85 K0
R220 G165 B70
HEX #DCA546
C2 M20 Y55 K0
R245 G205 B135
HEX #F5CD87
C0 M0 Y0 K0
R255 G255 B255
HEX #FFFFFF
C32 M42 Y10 K0
R175 G150 B185
HEX #AF96B9
C65 M60 Y65 K60
R55 G55 B50
HEX #373732
LIGHT GOLD WHITE LILAC DARK GOLD BLUE GREY
C0 M40 Y50 K0
R255 G165 B125
HEX #FFA57D
CORAL
PHOTOGRAPHYBRINGING IN THE BLUE
The palette doesn’t end there however, as we aim to add a refreshing blue where possible through selected photography that includes the sea and the sky. This freshens the palette and further captures the colours of the coast.
Where possible, we select photography that represents our core offerings: surf, music or images of coastal location and beach lifestyle.
When using imagery in creative assets, we often add filters and texture. If you wish to replicate this, please contact the creative team at [email protected]
T YPOGRAPHYFONTS & USAGE
We have two main fonts - Acumin Pro Extra Condensed, which is generally used for more functional copy; and Enjoy the Ride, a handwritten font that is used to add more of a natural touch.
ACUMIN PRO E X TRA CONDENSED ABCDEFGHIJKLMNOPQRSTUVW X Z0123456789
HE ADINGS + IMPORTANT INFOWEIGHT: BOLD TRACKING: 50 – 100 CA SE: ALL CAPS
SUB-HE ADINGS + SECONDARY INFOWEIGHT: REGUL AR TRACKING: 50 – 100 CA SE: ALL CAPS
Body copyWeight: Book Tracking: 0 Case: Sentence
Enjoy The Ride ABCDEFGHIJKLM NOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz0123456789
Highlights + QuotesWeight: Regular Tracking: 0 Case: Sentence / Title
T YPOGRAPHYE X AMPLE
BOARDMASTERS DIGITAL ASSETSFURTHER E X AMPLES
BOARDMASTERS PHYSICAL ASSETSE X AMPLES
HEADINGSUB-HEADING
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