graphic standards2011.indd

a
comprehensive
guide
to
implementing
the
adam broderick
salon & spa
logo and
supporting
graphics
2011 graphic standards manual
to establish
a cohesive
brand
identification
in all
print and
online
media
contents
2
corporate logo
3
logo color / application: newspaper
4
logo application: magazine / brand logos
5
promotions
6
brand indentification: collateral support
7
typography
8
conceptual guidelines: imagery
9
advertising layouts / copy
10
direct mail / collateral cards
11
online media: email blasts
12
online media: digital signage
13
online media: website
14
ab haircare
may 2011
2
corporate logo
the adam broderick corporate logo is comprised of two elements
- a logotype and a logo symbol
the ab logo symbol appears in the lower left hand corner, equidistant from the bottom and the left hand side.
the ab logotype appears in the lower right hand corner, equidistant from the bottom and the right hand side.
the few exceptions to this design criteria are specified where appropriate.
no horizontal layout designs are to be created that separate the ab logo symbol on the left from the
ab logotype on the right by more that half the width of the layout design.
the phone number and web address line appears flush left under the
logotype at a distance equal to the height of the a in adam broderick
ridgefield
southbury
203 431 3994 adambroderick.com
logo size relationship
the a and b of the logo symbol are to be the same height as the
adam broderick logotype excluding the ascendents and descendents.
in the event the logo symbol and logotype are used in conjunction with each other, the distance
between the logo symbol and logotype is the same as the height of the logotype.
the base of the logo lines up with the base of the subhead salon & spa.
ridgefield
southbury
203 431 3994 adambroderick.com
3
logo color
the adam broderick logo is created in two pantone pms colors;
pms 4705 for the logotype name adam broderick and the a of the logo symbol
and pms 4625 for the words salon & spa and the b of the logo symbol.
in black and white, the logotype prints 100% black and the ab logo 90% black.
pantone color
pms 4705
pms 4625
4-color process
C 0 M 50 Y 57 K 39
C 0 M 48 Y 80 K 63
black & white
logotype K 100
logo K 90
adam broderick
salon & spa
logo application
newspaper advertising
the adam broderick logo appears in the lower left hand corner
equidistant from the bottom and left side. the logotype appears in the
lower right hand corner equidistant from the bottom and right side
adam broderick
ridgefield
salon & spa
southbury
203 431 3994 adambroderick.com
4
magazine advertising
the adam broderick logo appears in the lower left hand corner
equidistant from the bottom and left side. the logotype appears in the
lower right hand corner equidistant from the bottom and right side
ridgefield
southbury
203 431 3994 adambroderick.com
replacement of ab logo
in cases where the ab logo symbol appears in the visual, the ab symbol is not
used in the lower left hand corner and all other logos remain in their same position
ridgefield southbury 203 431 3994 adambroderick.com
placement of additional logos
brand logos appear only in acceptable adam broderick fonts
but are acceptable on packaging visuals.
twitter and facebook logos do not appear in print promotions at any time.
let her choose
from luxe spa treatments
glam essentials: fragrances,
accessories, makeup,
bath & body and the finest
hair products from
bumble & bumble.
ridgefield southbury 203 431 3994 adambroderick.com
5
print promotions
the adam broderick logo appears in the lower left hand corner
equidistant from the bottom and left side. the logotype appears in the
lower right hand corner equidistant from the bottom and right side.
promotion codes are not to be placed below the logo or logotype.
manufacturer supplied photography not on brand or up to image will not be used.
new hair, makeup and
deciding on your total look
at adam broderick, we add the
fun to all your girly girl plans and
help make prom day everything
you want it to be
what’s more fun than prom?
this year we are featuring too
faced cosmetics along with stila
and nars ... and your makeup
application is complimentary with
makeup purchases of $45
updated highlighting is the editor’s
advice for adding dimension and
brightness to any style … and
they’re not just for blondes.
highlights from $50
ridgefield / southbury / adambroderick.com
ridgefield southbury 203 431 3994 adambroderick.com
repetition of logo symbol
when one or more adam broderick logos appear in a visual, it is not
necessary to include the ab logo in the lower left hand corner of the layout
design. promotion codes always appear above the logotype.
join us march 23-27
$25 reward with $100 purchase
$50 reward with $200 purchase
$75 reward with $300 purchase
reward redeemable through march 27
ab beauty boutique 25 spring reward
$
complimentary oxygen
infusion treatment from
luzern laboratories
enjoy a cocktail, spring
makeup preview, luxe gift
with purchase, airbrush
foundation application
or quick hair up do
R031125
adambroderick.com
ridgefield southbury 203 431 3994 adambroderick.com
in smaller print promotions, if the contact information line is longer than the logo, it will appear centered at the very bottom of the promotion
6
brand identification in collateral support
the adam broderick logo appears in the lower left hand
corner equidistant from the bottom and left side. where applicable,
the logotype appears at equal distances on the right.
shopping bag
promotion
business card
ridgefield southbury 203 431 3994 adambroderick.com
7
typography
the font family for print advertising, collateral and online use is helvetica neue
samples of preferred weights and styles
regular
light45 ultra
bold 75
extended
tracking / leading / style
tracking, leading and type style will depend upon individual project considerations, but there
are parameters to be considered. leading (space between lines) should be at least 2 points larger
than the type point size. tracking (space between letters) should be consistent.
text appears justified left or right in print and blasts, depending on layout design.
text appears centered for web promotions.
justified left:
justified right:
centerd:
let her choose
let her choose
let her choose
from luxe spa
from luxe spa
from luxe spa
treatments or
treatments or
treatments or
glam essentials:
fragrances,
fragrances,
accessories,
makeup,
bath & body
glam essentials:
accessories,
makeup,
bath & body
glam essentials:
fragrances,
accessories,
makeup,
bath & body
height / width ratio of text:
height / width ratio of text should
not exceed 80% h. x 110 % w.
adam broderick
110%
use of lower case
all copy appears in lower case with no exceptions including brand names and titles.
example:
let her choose from luxe spa treatments or glam
essentials: fragrances, accessories, makeup, bath
& body and hair products from bumble & bumble
80%
8
conceptual guidelines
the adam broderick look relies upon a consistency not only of logo and textual
guidelines, but of content. this consistency applies to visuals, backgrounds and copy
both in print media and online marketing tools.
imagery
photography should embody healthy, realistic images that are
closely cropped, rich and classic. at no time are human illustrations to be used.
additional imagery can include items designed specifically for salon use such as the
shopping bag, polka dot tissue paper design and the ab gift card art.
9
advertising
the underlying design criterion for advertising is: less is more. in most cases, the visual
elements in advertising layouts appear on the right; copy on the left. when artwork includes
either the ab logo symbol, the logotype or both there is no need to repeat them in the ad.
join us march 23-27
$25 reward with $100 purchase
$50 reward with $200 purchase
$75 reward with $300 purchase
reward redeemable through march 27
ab beauty boutique $25 spring reward
complimentary oxygen
infusion treatment from
laboratories luzern
enjoy a cocktail, spring
makeup preview, luxe gift
with purchase, airbrush
foundation application
or quick hair up do
ridgefi
eld eld
southbury
203 431/ 3994
adambroderick.com
ridgefi
/ southbury
adambroderick.com
adam broderick salon & spa
march 2011 spring reward
hersam acorn
7.125 x 7
prepared by bruzzi design associates, ltd.
richard.bruzzi@verizon.net
copy
copy is to be written in the first person, be consistent with the same
design criterion as layout, less is more, and should adhere to the same criterion
as visual imagery, namely that it represent a healthy, classic image.
the adam broderick boutique is always to be referred to as the ab beauty boutique.
when an offer is prominent in a headine or subhead,
it is not to be repeated elsewhere in the copy.
the overall language is to be upscale. words such as sale, discount, clearance,
vendor, coupon, free, front desk and appointment are not to be used.
preferred words include reward, gift, value, complimentary, better, reservation and hospitality.
drop shadows are to be used only in cases where readability might be compromised
such as in digital signage. the use of quotation marks, parentheses, back slashes and other
symbols should be avoided and there should be minimal use of hyphens.
direct mail / collateral cards
the design criteria for direct mail and collateral cards is the same as advertising
- a less is more design and significant use of white space. the ab symbol in the lower left
hand corner should maintain a consistent size in all collateral and at no time be surprinted
over another color or image such as a polka dot.
no disclaimers or coupon codes appear below the adam broderick logotype.
if a barcode should be needed, it appears on the back side of promotion only.
direct mail postcard /front
203 431 3994
adambroderick.com
direct mail postcard / back
lash dip post
treatment care
take care to keep your
lashes dry for 24 hours.
after 24 hours, your
lashes are completely
waterproof. avoid lash
growth enhancers for
72 hours.
lash dip care
lash dip daily care
avoid rubbing, touching or
pulling lashes while wearing
lash dip. avoid steam
showers, steam facials,
saunas or eyelash curlers
while wearing lash dip.
use oil free eye makeup
and remover while wearing
lash dip.
lash dip refresh
reservation
schedule a reservation
for a lash dip refresh
14 to 21 days after your
initial application. $30
post treatment care card
ridgefield southbury 203 431 3994 adambroderick.com
10
11
online media
email blasts
in keeping with established design criteria, imagery appears to the left and copy to the
right. the ab logotype appears at the top by itself and all contact information including
facebook and twitter logos appear bottom right. the ab logo symbol appears
in the lower left unless there is a prominent logo in the image.
example of a blast with ab logo in lower left hand corner
example of a single promotion blast with ab logo in lower left hand image
12
online media
digital signage
- movement should be used strictly to emphasize a promotion.
- movement plays an important part in digital signage, therefore the positioning of elements
as in other formats is not strictly adhered to, but all other design criteria relating
to typography, imagery and a minimal graphic sense are to be followed.
- a seasonal color background is acceptable when deemed appropriate
as in the case of a theatrical event or if a specific brand calls for it.
13
online media
web site
the adam broderick website adheres to the same design criteria as those of print advertising
and promotions: mininalist design and navigation and the ab symbol in the lower left hand corner.
twitter and facebook logos appear at the bottom right.
website home page
web promotions adhere to this same design criteria in a series of panels that rotate in a slideshow
on the ab website homepage. the number of these promotions will not exceed seven at any given time.
14
ab haircare
the ab haircare product line adheres to the same less is more design criteria
as the adam broderick salon & spa except in typography
- all ab haircare promotions use the vista sans font in lower case unless the ab haircare line
is being featured in a salon & spa promotion where the helvetica neue font is used
light
light italic
regular
regular italic
logos
examples of appropriate ab haircare identification
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X[XdYif[\i`Zb
in instances where there is a vertical space
constraint, the squat version of the ab logo
with a shorter b ascendent is acceptable
X[XdYif[\i`Zb
with regard to advertising and promotion, the ab haircare product line adheres to the
minimalist approach in art and copy that defines all adam broderick media.
at no time are the ab or ab haircare logos to be incorporated into body copy.
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ab haircare
`jXccXYflkdfi\^ff[_X`i[Xpj#
ab haircare
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ab haircare
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ab haircare
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ab haircare collateral card