Friends night club brandbook

N

IGHT CLUB

B

AR K A R A O KE

Corporate Identity Guidelines

Table of contents

1. LOGOTYPE1.1 Logotype description1.2 Logotype colour layout1.3 Exclusion zone1.4 Logotype alterations 1.5 Signage guidelines in exterior1.6 Incorrect logotype usage

2. COLOUR2.1 Colour palette

3. CORPORATE TEXT TYPEFACES3.1 Basic corporate typeface3.2 Additional corporate typefaces

4. PICTOGRAMS4.1 Using pictograms

5. COMMUNICATION SYSTEM5.1 Posters / print advertising5.2 Electronic invitations5.3 Print invitation cards5.4 Menu5.5 Membership cards

6. BUSINESS DOCUMENTATION6.1 Stationery6.2 Business cards

N

IGHT CLUB

B

A R K A R A O K

E

1. Logotype

1.1 LOGOTYPE DESCRIPTIONNight club’s Friends logotype is round-shaped. There are 4 colours used in this logotype: Friends Wine Red, Friends Red, Friends Orange and Friends Dark Blue (see the detailed colors’ description in Unit 2).

The logotype contains two typefaces: Futura and Bello Script.

Pictograms are the integral part of the logo. There are eight of them in the logotype. Those pictograms represent all kinds of entertaining facilities that nightclub Friends has to offer. (see more about pictograms in Unit 4).

1.2 LOGOTYPE COLOUR LAYOUTNightclub’s Friends logotype has several different color layouts.

1.3 EXCLUSION ZONEExclusion zone refers to a certain distance, surrounding each side of the Friends signature. This distance equals the height of the letter “F” in Friends signature. A minimum clear space has been established to ensure the prominence and clarity of the Friends logotype.

Blue colour layoutDesigned for the cases when basic option’s usage

is not possible. For example, when the background

colour is similar to logo stroke color.

Black and white colour layoutFor restricted or one-color applications, the Friends

logotype appears in black and white.

N

IGHT CLUB

B

AR K A R A O KE

N

IGHT CLUB

B

A R K A R A O K

E

N

IGHT CLUB

B

A R K A R A O K

E

Exclusion zone

1.4 LOGOTYPE ALTERATIONSSignature’s content changes are possible if required by certain type of communication media or specific nature of creative idea.

See below the examples of those changes:

1.5 SIGNAGE GUIDELINES IN EXTERIORDifferently designed and colored logotype is created for window dressing and outdoor sign.

Menu stickerThe Friends signature is replaced with the word “Menu”

Logotypes on membership cardsThese two options contain words MEN’S and

WOMEN’S instead of BAR and KARAOKE accordingly.

Examples of using the logotype in exterior:

1. Logotype

***

1.6 INCORRECT LOGOTYPE USAGEThose illustrations represent misuses of the Friends logotype.

Changing logotype colours

Using any other stroke color to separate Friends logotype from background

Stretching or distortion of logotype

Placing logotype on a background similar to Friends logo stroke color

Changing logotype typefaces

FRIENDS WINE RED

Pantone 704 UCMYK 24 98 83 18RGB 163 35 49HTML A32331

FRIENDS RED

Pantone RED 032 UCMYK 9 89 95 1RGB 218 65 43HTML DA412D

FRIENDS ORANGE

Pantone HEXACHROME ORANGE UCMYK 0 50 98 0RGB 20 48 85HTML 143055

FRIENDS DARK BLUE

Pantone 296 UCMYK 100 85 39 34RGB 0 47 86HTML 002F56

FRIENDS ORANGE GRADIENT

Gradient angle: 70°Sequence: Friends Wine red > Friends Orange > Friends Wine red

FRIENDS RED GRADIENT

Gradient angle: 70°Sequence: Friends wine red > Friends red > Friends wine red

Incorrect orientation

Replacing the icons Changing colours saturation Filling clear space around the logotype

2.1 COLOUR PALETTEThere are 4 colors used in nightclub’s Friends logo: Friends Wine Red, Friends Red, Friends Orange and Friends Dark Blue, as well as two kinds of corporate gradients: Friends red gradient and Friends orange gradient.

2. Colour

N

IGHT CLUB

B

AR K A R A O KE

N

IGHT CLUB

B

AR K A R A O KE

NIGHT CLUB

B A R K A R A O K E

N

IGHT CLUB

B

AR K A R A O KE

NIGHT CLU

B

BA

R K A R A O K E

N

IGHT CLUB

B

A R K A R A O K

E

N

IGHT CLUB

B

A R K A R A O K

E

N

IGHT CLUB

B

A R K A R A O K

E

3.1 BASIC CORPORATE TEXT TYPEFACE — FUTURAFUTURA typeface is basic Friends corporate typeface. This typeface is used for typing big amounts of text, for example, in menu design. This typeface is also used for all types of visual communication: business cards, stationery, advertisement posters, etc.

3.2 ADDITIONAL CORPORATE TYPEFACEBello Script typeface is used in logotype for the Friends signature. This typeface is not designed to serve any other corporate purposes. Candice typeface is used extremely rarely. Its main purpose is purely ornamental; this typeface is meant to be used in typeface compositions.

Futura Extra Bold Oblique

Futura Bold

Futura Heavy

Futura Medium

Futura Book

Futura Condensed Extra Bold

Futura Condensed Bold

Futura Condensed Medium

Bello Script

Candice

3. Corporate typefaces

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz










4.1 PICTOGRAMS USAGEMain purpose of the icons is representing the important part of the Friends logotype. But apart from that, icons can be used in any means of Friends communication system, from stickers to any ornaments.

4. Pictograms

Note: Music

Using icons for decorating front window (sample):

Poster and font compositions design sample:

Using icons in bar menu design above the header (sample):

Two hearts: Love Lips: Girls

Microphone: KaraokePlate: 70-ies, 80-ies Star: Night club

Bow-tie: Men Cocktail: Bar

5.1 POSTERS / PRINT ADVERTISING

5. Communication system

Electronic invitation design sample:

5.2 ELECTRONIC INVITATIONS

Print invitation card design sample:

Counter design sample (front and back side):

5.3 PRINT INVITATION CARDS


Friends bar menu design sample:

5.4 MENU

Membership card design samples:

5.5 MEMBERSHIP CARDS


6.1 STATIONERYLetterhead format: A4 (210x297 mm). Margins: 25 mm on each side. Columns gutter: 4,233 mm, rows gutter: 3 mm. Columns: 9. Rows: 32

6. Business documentation

Letterhead typing template:

6.2 BUSINESS CARDSBusiness card size: 9х5мм. Columns gutter size: 6мм. Number of columns: 9.

Business card design sample:

Documents

Friends night club brandbook