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Friends Club brand book

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  • 1. HT CLU IG N B A B R E K KARAOCorporate IdentityGuidelines
  • 2. Table of contents 1. LOGOTYPE 1.1 Logotype description 1.2 Logotype colour layout 1.3 Exclusion zone 1.4 Logotype alterations 1.5 Signage guidelines in exterior 1.6 Incorrect logotype usage 2. COLOUR 2.1 Colour palette 3. CORPORATE TEXT TYPEFACES 3.1 Basic corporate typeface 3.2 Additional corporate typefaces 4. PICTOGRAMS 4.1 Using pictograms 5. COMMUNICATION SYSTEM 5.1 Posters / print advertising 5.2 Electronic invitations 5.3 Print invitation cards 5.4 Menu 5.5 Membership cards 6. BUSINESS DOCUMENTATION 6.1 Stationery 6.2 Business cards
  • 3. 1. Logotype 1.1 LOGOTYPE DESCRIPTION 1.2 LOGOTYPE COLOUR LAYOUT Night club’s Friends logotype is round-shaped. There are 4 colours used in this Nightclub’s Friends logotype has several different color layouts. 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. HT CLU HT CLU IG IG N N B B 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). A A B E B E R K R K KARAO KARAO Blue colour layout Black and white colour layout Designed for the cases when basic option’s usage For restricted or one-color applications, the Friends is not possible. For example, when the background logotype appears in black and white. colour is similar to logo stroke color. 1.3 EXCLUSION ZONE T CLU Exclusion zone refers to a certain distance, surrounding each side of the Friends signature. I GH 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. N B HT CLU IG N B A B E R KARA OK A E B R K KARAO Exclusion zone
  • 4. 1. Logotype 1.4 LOGOTYPE ALTERATIONS 1.5 SIGNAGE GUIDELINES IN EXTERIOR Signature’s content changes are possible if required by certain type of Differently designed and colored logotype is created for window dressing and communication media or specific nature of creative idea. outdoor sign. See below the examples of those changes: Menu sticker The Friends signature is replaced with the word “Menu” Examples of using the logotype in exterior: Logotypes on membership cards These two options contain words MEN’S and WOMEN’S instead of BAR and KARAOKE accordingly.
  • 5. 2. Colour1.6 INCORRECT LOGOTYPE USAGE 2.1 COLOUR PALETTEThose illustrations represent misuses There are 4 colors used in nightclub’s Friends logo: Friends Wine Red, Friends Red,of the Friends logotype. Friends Orange and Friends Dark Blue, as well as two kinds of corporate gradients: Friends red gradient and Friends orange gradient. HT CLU HT CLU IG IG N B N B A B R K E KARAO BA E R K KARAO FRIENDS WINE RED FRIENDS RED Pantone 704 U Pantone RED 032 U CMYK 24 98 83 18 CMYK 9 89 95 1Stretching or distortion of Changing logotype colours Changing logotype RGB 163 35 49 RGB 218 65 43logotype typefaces HTML A32331 HTML DA412D NIGHT C HT CLU HT CLU IG IG LU N N B B B BA A A B B E K E R K R KARAO KARAO R K AR AOKEPlacing logotype on Using any other stroke color Incorrect orientation FRIENDS ORANGE FRIENDS DARK BLUEa background similar to to separate Friends logotype Pantone HEXACHROME ORANGE U Pantone 296 UFriends logo stroke color from background CMYK 0 50 98 0 CMYK 100 85 39 34 RGB 20 48 85 RGB 0 47 86 HTML 143055 HTML 002F56 N IG HT CLU N IG HT CLU * * HT CLU B IG B N B * A B E R K A A KARAO B B E K E R R K KARAO KARAOReplacing the icons Changing colours saturation Filling clear space around the FRIENDS ORANGE GRADIENT FRIENDS RED GRADIENT logotype Gradient angle: 70° Gradient angle: 70° Sequence: Friends Wine red > Friends Orange > Sequence: Friends wine red > Friends red > Friends Friends Wine red wine red
  • 6. 3. Corporate typefaces 3.1 BASIC CORPORATE TEXT TYPEFACE — FUTURA Futura Condensed Extra Bold FUTURA 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 ABCDEFGHIJKL for all types of visual communication: business cards, stationery, advertisement MNOPQRSTUVWXYZ posters, etc. abcdefghijklmnopqrstuvwxyz Futura Extra Bold Oblique ABCDEFGHIJKL Futura Condensed Bold MNOPQRSTUVWXYZ ABCDEFGHIJKL abcdefghijklmnopqrstuvwxyz MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Bold ABCDEFGHIJKL Futura Condensed Medium MNOPQRSTUVWXYZ ABCDEFGHIJKL abcdefghijklmnopqrstuvwxyz MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Heavy ABCDEFGHIJKL MNOPQRSTUVWXYZ 3.2 ADDITIONAL CORPORATE TYPEFACE Bello Script typeface is used in logotype for the Friends signature. This typeface is not abcdefghijklmnopqrstuvwxyz designed to serve any other corporate purposes. Candice typeface is used extremely rarely. Its main purpose is purely ornamental; this Futura Medium typeface is meant to be used in typeface compositions. ABCDEFGHIJKL Bello Script MNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Futura Book Candice ABCDEFGHIJKL ABCDEFGHIJKL MNOPQRSTUVWXYZ MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
  • 7. 4. Pictograms 5. Communication system 4.1 PICTOGRAMS USAGE 5.1 POSTERS / PRINT ADVERTISING Main 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. Poster and font compositions design sample: Note: Music Star: Night club Plate: 70-ies, 80-ies Microphone: Karaoke Two hearts: Love Lips: Girls Bow-tie: Men Cocktail: Bar Using icons for decorating front window Using icons in bar menu design above (sample): the header (sample):
  • 8. 5. Communication system5.2 ELECTRONIC INVITATIONS 5.3 PRINT INVITATION CARDSElectronic invitation design sample: Print invitation card design sample: Counter design sample (front and back side):
  • 9. 5. Communication system5.4 MENU 5.5 MEMBERSHIP CARDSFriends bar menu design sample: Membership card design samples:
  • 10. 6. Business documentation 6.1 STATIONERY 6.2 BUSINESS CARDS Letterhead format: A4 (210x297 mm). Margins: 25 mm on each side. Columns Business card size: 9х5мм. Columns gutter size: 6мм. Number of columns: 9. gutter: 4,233 mm, rows gutter: 3 mm. Columns: 9. Rows: 32 Letterhead typing template: Business card design sample:

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