undance - Solstice Designs

undance
Brand Standards Manual
Imagination is the Engine of Change...
Welcome to
undance
Sundance’s philosophy is one of conservation, innovation and change.
Balancing the triangle of Art, Commerce and Environment the Sundance
Holdings Company defines and develops independent artists.
This Brand Standards Guide helps designers accurately portray Sundance’s
personality in external communications. The aim is to present a strong, uniform
brand message to employees of Sundance as well as to partners and the
general public. From color palette, to typography, and layout, every element of
communication should reinforce the image of Sundance as supporting the
artistisan spirit.
1
Sundance
undance
Style Guide - 2.11.10
Objectives Analysis
Personality
The personality of the Sundance company is one of earthy innovation.
The company is concerned with environmental issues as well as inspiring the artistic spirit.
Credibility Traits
Design Needs
The Sundance Holdings Group was founded by Robert Redford in 1989
after purchasing land in Utah in the 60's. The catalog started small as
many customers of the original gift shop wished to purchase gifts and
jewelry long after they left the area. The first catalog launched in 1989
and Robert Redford continues to put a message in the front cover of
each issue. The town near the base of Mount Timpanogos has become
know as Sundance Village. "The goal of the Sundance Village is to offer
a community for art and nature that would foster artistic pursuits and
recreational activity while preserving the naturally beautiful and unique
environment of Sundance." (sundancecatalog.com)
The Sundance Holding Group supports the following businesses:
•
Sundance Film Festival
•
Sundance Institute
•
Sundance Resort
•
Sundance Channel
•
Sundance Cinemas
•
Sundance Preserve
•
Sundance Jewelry Catalog
The current Sundance logo is just a simple text font.
It does not communicate a feeling or a gut reaction.
It is simply to plain. It should contain elements of nature
and artistic flair. This could be communicated by adding
a symbol in addition to the text name. The color pallet
should be one that uses tans, greens, and blues colors
found in nature.
Business Goals
New Logo
The main goal is to attract and retain artists and customers whom
enjoy the arts. The company philosophy is one of conservation,
innovation and change. Balancing the triangle of Art, Commerce
and Environment the Sundance Holdings Company defines and
develops independent artists.
The challenge will be to design a logo that will stand the
test of time and not become dated. Font and symbols
will need to be chose with care, so that they retain the
timelessness and visibility.
Original Logo
undance
2
Sundance
undance
Style Guide - 2.11.10
Purpose of this Document
This style guide outlines visuals, color palettes, iconic graphics, treatments, and suggested communication styles for all materials in support
of Sundance and all of its holding companies. All teams creating materials for Sundance or its holdings should use this style guide as a
tool for branding and identification parameters. This plan is a “living document” and will be revised as necessary. Please send suggestions for
changes or additions to this guide to Michele Steinpreis at the corporate address. Your change will be reviewed by our Creative Director but
may not be implemented.
Typefaces
Franklin Gothic or the substitue of Arial is to be
used as the primary typeface for all body
copy and tables. Sabon or the substitute
Times New Roman may be used for headlines.
Display Font
ITC Franklin Gothic Book | 30 - 40 Pt | PMS 159
Head
Sabon | 22 Pt | PMS 195
Subhead
ITC Franklin Gothic Book | 14 Pt | Black
Body
ITC Franklin Gothic Book | 9.5 - 11 Pt | Black
Logo
The Sundancet logo can be found on the
Creative Services Server at:
\GRAPHIC DESIGN LIBRARY\ Form Number\
02-forms\02-0801 thru end\02-1295 SD Logo\
Design Files.
undance
Grayscale
undance
Full-color on white
undance
1-color PMS 282 or Black
undance
Full-color reversed
undance
1-color reversed
3
Sundance
undance
Standard Logo Sizes
To ensure the consistent presentation
of the logo, we have established
three standard logo sizes for
printed communications. For materials
larger than 8.5" x 11" or for large
format signage and display projects,
the logo size will be determined on
a case-by-case basis.
Style Guide - 2.11.10
2" for all stationery materials, narrow
brochures that would fit in a standard
size business envelope (typically 3.66"
x 8.5") and PowerPoint®presentations.
2.5" for all brochures and other
materials (typically 8.5" x 11")
and Web sites.
3" for print collateral larger
than 8.5" x 11".
2"
undance
2.5"
undance
3"
undance
Logo Placement
The placement of the logo should be
consistently presented in the communication
in which it appears to immediately identify
and connect with Sundance.
The preferred placement is the top left corner
on all communications including:
- Brochures and fliers
- Web and multi-media applications
- Signage
- PowerPoint®presentations
- Stationary & Envelopes
The preferred placement is the top center
for the following:
- Catalogs
- Mailers / Postcards
4
Sundance
undance
Style Guide - 2.11.10
PRIMARY
undance
100%
Color Palette
The primary Sundance colors are PMS 158 and
PMS 195. Tints or percentages of PMS 158 may
be used to stretch the palette. Do not use tints
or percentages of PMS 195 as the light pink does
suit the Sundance identity.
75%
50%
25%
100%
Pantone 195
CMYK c0 | m100 | y60 | k55
RGB r130 | g0 | b36
Web #820024
Pantone 159
CMYK c7 | m68 | y100 | k0
RGB r227 | g111 | b30
Web #E36F1E
Catalog Colors
Use these colors to differentiate selected sections within the Sundance Jewelry Catalog.
Tints or percentages may be used as background colors behind text.
SECONDA RY
85%
75%
50%
25%
Pantone 188 @ 85%
CMYK c32 | m94 | y72 | k36
RGB r124 | g34 | b48
Web #7c2230
100%
75%
50%
Pantone 1405 @ 100%
CMYK c0 | m36 | y100 | k63
RGB r121 | g83 | b0
Web #795300
85%
75%
50%
25%
Pantone 293 @ 85%
CMYK c100 | m75 | y4 | k1
RGB r0 | g71 | b182
Web #0047b6
25%
60%
50%
25%
Pantone 7449 @ 60%
CMYK c65 | m83 | y51 | k60
RGB r58 | g31 | b50
Web #3a1f32
100%
75%
50%
25%
Pantone 104 @ 100%
CMYK c0 | m3 | y100 | k30
RGB r192 | g174 | b0
Web #C0AE00
10%
50%
40%
25%
Pantone 7533 @ 50%
CMYK c54 | m63 | y75 | k56
RGB r73 | g56 | b41
Web #493829
100%
75%
50%
Pantone 3285 @ 100%
CMYK c100 | m0 | y50 | k7
RGB r0 | g159 | b147
Web #009F93
25%
100%
75%
50%
25%
Pantone 5773 @ 100%
CMYK c44 | m30 | y63 | k4
RGB r146 | g152 | b113
Web #929871
10%
5
Sundance
undance
Style Guide - 2.11.10
Don’t Do It!
The following logos are inappropriate for the Sundance Identity. Always use the master files that have been supplied by the Creative
Director at the Sundance Corporate office. Contact Michele Steinpreis (920)208-3393.
Don’t Change the Corporate Colors
Don’t Outline the Logo
undance
undance
Don’t Rotate the Logo
nc
unda
Don’t Add a Shadow
e
Don’t Use Logo Type by Itself
undance
undance
Don’t Embed Logo in Text
Find
undance at the theater.
Don’t Change the Font
undance
Don’t Distort Logo
undance
Don’t Change the Style of the S
S undance
6
Sundance
undance
Style Guide - 2.11.10
Photography vs. Illustration
All public facing material needs to incorporate actual photography taken by our photographers or royalty free stock photography.
The use of illustrations is forbidden.
Yes!
No!
7
Sundance
undance
Style Guide - 2.11.10
Business Papers
Applications
The personality of the Sundance company is one of earthy innovation.
The company is concerned with environmental issues as well as inspiring
the artistic spirit. This image is continuing to evolve. All materials
presented to the public must contain the essense of this persona.
undance
Letterhead
Paper Size: 8.5” x 11”
Paper Weight: 25 lb.
Michele Steinpreis
2317 N. 35th Street
Sheboygan, WI 54083
January 31, 2010
Business Card
undance
Dear Ms. Steinpreis,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla leo nunc
vulputate non lacinia in, molestie vel lacus. Pellentesque consequat, lorem
vitae consequat mattis, nunc diam placerat dui, id vehicula leo mi ut massa.
Pellentesque pulvinar turpis quis nisl consectetur auctor. Vestibulum accumsan
bibendum justo. In eu dui ut lectus interdum viverra. Aliquam id ipsum vitae
massa rhoncus volutpat nec a risus. Sed id lacus volutpat enim tincidunt sagittis.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc ac pulvinar purus.
Nunc euismod turpis et tortor imperdiet sagittis. Nulla facilisi. Morbi eget purus
tellus, ut fermentum tellus. Maecenas at est vel nibh volutpat venenatis.
3865 West 2400 South
Salt Lake City, Utah 84120
Phone: (800) 422-2770
Fax: (800) 422-9999
Email: rr@sundance.com
Paper Size: Standard
Paper Weight: 80 lb. Card Stock
Envelope
Paper Size: #10
Aliquam erat volutpat. Mauris eget magna velit, id interdum lorem. Curabitur eu
enim massa. Maecenas bibendum elementum lorem, sit amet iaculis ante egest
as vitae. Duis scelerisque venenatis risus ac blandit.
undance
Vestibulum pretium dolor sed nisl vestibulum at congue augue venenatis.
Aliquam consequa faucibus iaculis. Aliquam augue nulla, bibendu id consequat
eu, pellentesque eu turpis.
In pretium pellentesque lectus, nec mollis tort.
Sincerely,
Michele Steinpreis
2317 N. 35th Street
Sheboygan, WI 54083
Robert Redford
Chief Executive Officer
8
Sundance
undance
Style Guide - 2.11.10
Catalogs & Mailers
undance
CATALOG
undance
CATALOG
Postcard
Paper Size: 4.25” x 5.5”
Paper Weight: 80 lb.
Card Stock, Coated
undance
CATALOG
Catalog
Paper Size: 7” x 12”
Paper Weight: 28 lb., Coated
9
Sundance
undance
Style Guide - 2.11.10
Signage
uCATALOG
ndance
20 11 FI LM FE ST
IV AL
CATALOG
Movie Poster
Paper Size:
40” W x 40” H
Paper : Vinyl
W ai t Fo r I t
10
Sundance
undance
Style Guide - 2.11.10
Large Format
undance
CATALOG
CATALOG
Handcraft ed by Artisans Nationwid e
Virtical Billboard
Paper Size:
20’ W x 40’ H
Paper : Vinyl
Jewelry | Home | Garden
s u n d a n c e j e w e l r y. c o m
11
Brand Standards Manual
undance
Developed by Sundance Creative Services
For more information contact Michele Steinpreis, Creative Director
michelekel@solsticedesigns.com (920) 208-3393
Copyright Sundance Holdings, Inc. 2010
All rights reserved.