This document is a 27-page brand identity manual for the Newark Office of Film + Television (NOFT) that provides guidelines for applying the organization's visual identity consistently. It covers the logo, color palette, typography, stationery system, applications for print, web and merchandise, and provides unacceptable uses and a glossary. The manual aims to communicate NOFT's vision and values through proper use of its branding elements.

1. Brand Identity Manual & Guide
Jan 2013 (edited Aug 2013)
Introduction Basic Standards Color Typography Stationary System Applications

2. Brand Identity Manual & Guide
The following document includes instructions and suggestions on how to apply
the above logomark to ensure brand fidelity and consistency.

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Table of Contents
1.0 Introduction
2.0 Basic Standards
3.0 Color
4.0 Typography
5.0 Stationary System
6.0 Applications
7.0 Glossary
identity manual & guide Newark Office of Film + Television
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1.0Introduction
identity manual & guide Newark Office of Film + Television

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Introduction
This manual is a reference for staff,
members, partners and vendors who
need to understand the philosophy of,
necessity for and process of Brand
Management. The accompanying Brand
Management Tool Kit is a resource for
those who need to undertake specific
brand management activities.
The Newark Office of Film + Television
(NOFT), as the official film office of the
City of Newark, aims to advance the
production and success of film, media
and entertainment arts in the city of
Newark, NJ. The NOFT brand and its
components communicates NOFT’s
vision and values and, as such, must be
used in a consistent manner.
The Newark Office of Film + Television’s
name, wordmark and logos are prop-
erty of the Newark Office of Film and
Television. None of these elements may
be used to designate a social, busi-
ness, political, religious, or any other
organizational endorsement, without the
approval of the NOFT.
If you have any questions concerning
the use and approval of any NOFT
branding components, please contact:
Newark Office of Film + Television
O’Brien E. Kelley
Director
ob@newarkfilmtv.com
917.375.3092
Brief overview of manuals and guides
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2.0basic standards
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The logo interplays the black
background with the primary RGB
colors, from which all colors can be
created, just as a black screen can
come alive with all the colors of
movies.
It pays homage to the B&W origin
of cinema, and to the vibrancy of
creativity.
The RGB triangles create a sense of
motion amid negative space, and
represent the many puzzle pieces
required for a successful film/TV/
web production.
The square logo communicates
balance, and optimizes social media
usage.
The Gotham font is both a modern
favorite and of timeless design,
which makes it relatable to artists
and producers.
Finally, the logo was crafted to
display effectively on dark back-
grounds via the alternate version.
21 px
6 px
6 px 6 px
The Logo
Original Alternate
3 px 3 px3 px
white space
whitespace
whitespace
white space white space
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“E Pluribus Unum”
(Out of Many, One)
- Founding motto of the
United States of America
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Surrounding Space For
Print & Web
A prescribed amount of clear space
around the logomark should be
maintained at all times. No other
type, graphic or text element may
appear within the prescribed clear
space.
The use of the favicon graphic may
be used in small or tight display
spaces (see below).
Blue Square
Is Cap Height
Clean area for Complete Logo Elements Clean area for Favicon and LogotypeClean area for Complete Logo Elements (Alternate)
5 pixel1 px
2px3pixel2px
1 px
NEWARK
OFFICE OF
FILM +
TELEVISION
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Unacceptable Uses
1. Do not distort any portion of the logotype/logomark.
2. Do not crop any portion of the logotype/logomark.
3. Do not tilt the logotype/logomark.
4. Do not rotate the logotype/logomark. (An obvious exception to
this guideline would be a vertical street pole banner with logo ap-
pearing as the primary element in a vertical position by necessity.)
5. Do not flip the elements in the logomark.
6. Do not cover any components of the logomark with other shapes
or colors.
1 2
3 4
5 6
It is extremely important for brand success that the logotype and sig-
natures be displayed correctly. This includes always using the correct
typefaces and the correct relative positioning and size of all elements.
The examples on this page illustrate unacceptable displays.
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3.0logotype fonts
identity manual & guide Newark Office of Film + Television

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Corporate Fonts
Typography is one of the most recognizable elements of an identity
and helps portray the personality of an organization. The typefaces
shown here are examples of members in the chosen font families.
Typefaces from the same font family that are not listed here may be
Gotham Thin
ABCDEFGHIJKLMNOPQRSTU-
VWXYZ // abcdefghijklmnopqr
stuvwxyz // 1234567890 //
!@#$%^&*()
Gotham Light
ABCDEFGHIJKLMNOPQRST
UVWXYZ // abcdefghijklmno
pqrstuvwxyz // 1234567890 //
!@#$%^&*()
Gotham Medium
ABCDEFGHIJKLMNOPQRS
TUVWXYZ // abcdefghijklmn
opqrstuvwxyz // 1234567890 //
!@#$%^&*()
Gotham Medium Italic
ABCDEFGHIJKLMNOPQRS
TUVWXYZ // abcdefghijklmn
opqrstuvwxyz // 1234567890 //
!@#$%^&*()
Gotham Book
ABCDEFGHIJKLMNOPQRST
UVWXYZ // abcdefghijklm-
nopqrstuvwxyz // 1234567890 //
!@#$%^&*()
Gotham Bold
ABCDEFGHIJKLMNOPQRST
UVWXYZ // abcdefghijklm-
nopqrstuvwxyz // 1234567890
// !@#$%^&*()
Beautiful Gotham Font Family
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4.0colors
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Corporate Colors
Consistent use of color can help build strong brand recognition. This
makes it possible for an organization to “own” a certain set of colors, by
leaving a lasting impression through identification of the organization with
that specific color palette.
Primary Corporate Colors Secondary Colors
Accent Colors
Print
PANTONE Matching System
Print
CMYK Matching System
Print
WEB Matching System
PMS Red 186
PMS Blue 7460
PMS Green 382
C 0 + M 100 + Y 81 + K 4
C 100 + M 32 + Y 13 + K 30
C 46 + M 4 + Y 100 + K 0
R 227 + G 24 + B 55
R 0 + G 133 + B 183
R 152 + G 194 + B 61
+ C 100
+ M 0
+ Y 0
+ K 0
+ C 0
+ M 100
+ Y 0
+ K 0
+ C 0
+ M 0
+ Y 100
+ K 0
+ C 100
+ M 100
+ Y 0
+ K 0
+ C 100
+ M 90
+ Y 0
+ K 0
+ C 0
+ M 0
+ Y 0
+ K 100
+ C 0
+ M 0
+ Y 0
+ K 70
+ C 0
+ M 0
+ Y 0
+ K 30
+ C 0
+ M 0
+ Y 0
+ K 20
+ C 0
+ M 0
+ Y 0
+ K 10
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Monochrome Reproduction
The NOFT logomark shall either be reproduced in full-color (4C) process
or in monochrome as illustrated below. The NOFT logomark shall not be
reproduced in two or three-color formats.
Color Reproduction
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Screens and Shades
The color palette can be increased
by using screens and shades that
originate from the primary colors.
The primary colors are shown in the
center of the palette range.
The lighter tints are created by
screening the primary colors
against white. The darker tints
(shades) are created by adding
black to the primary colors.
The tints shown here are examples
of this range. Additional screens
and shades can be used as well,
according to the needs of the
application.
Pantone Red 186
Pantone Blue 7460
Pantone Green 382
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5.0stationary system
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Stationary System
The stationery standards provided in the following pages are an essential
part of the logo visual identity system and are to be used by all units.
Logotype :: PMS Blue 7460
Address block text :: Gotham Light
Color :: Black
Size :: 8.5” x 11”
Standard Letterhead
Left Margin 1,5”
Left Margin 3.5”
Month, Day, Year
Dear Ms. Doe:
Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit,
quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie
conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor
amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq
uipsum ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deli-
quat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem
er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre
magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem.
Voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt
lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit
wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud et luptat, quate
enibh ea facing ex et num deliquat.
Sincerely,
John Smith
Title
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Mini Card - Front
Logotype :: Black, PMS Blue 746
Address block text :: Gotham, Gotham Light
Color :: PMS Blue 746
Size :: 2.75” (70mm) x 1.10” (28mm)
Margin 0,25”
Mini Card - Back
Logotype :: White, PMS Blue 746
Address block text :: Gotham Bold, Gotham Light
Color :: PMS Blue 746, PMS Red 186, PMS Green 382
Size :: 2.75” (70mm) x 1.10” (28mm)Margin 0,25”
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Envelope - Front
Logotype :: White
Address block text :: Gotham Light
Color :: PMS Blue 7460, PMS Red 186, PMS Green 382
Size :: #7.75 Monarch envelope 3.875” x 7.5”
Newark Office of Film + Television (NOFT)
164-B Delancy Street
Newark, NJ 07105, USA
www.newarkfilmtv.com
Margin 0,5”
Margin 0,5”
Envelope - Back
(seal with sticker)
Logotype :: White
Address block text :: None
Color :: PMS Blue 7460, PMS Red 186, PMS Green 382
Size :: #7.75 Monarch envelope 3.875” x 7.5”
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Margin 0,5”
Margin 0,5”
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6.0application
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Web
Displayed on this page are screengrabs of some of the Newark Office of
Film + Television’s pages on the web. These pages are subject to frequent
changes.
Website Home Page
Facebook Page
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Vimeo Channel
newarkfilmtv.org / newarkfilmtv.com
facebook.com/newarkfilmtv
vimeo.com/channels/newarknj
Twitter Page (not pictured)
twitter.com/newarknj
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Merchandise Examples
This page shows examples of acceptable uses of the visual identity system
on merchandise.
T-shirt
Baseball Caps
Mugs
Pins
Shopping Bag
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Signage
Displayed on this page are examples of the potential exterior and interior
signage design. These examples are not graphic design suggestions, but
rather examples of how the logomark may be displayed on signage.
Film
Television
Web Series
Music Videos
Explore.
Partner.
Create.
Outdoor Signage
Indoor Signage
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7.0glossary
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Glossary
Cap Height // A unit of measurement describ-
ing the height of the left vertical of the large
initial Letter in the logotype. This unit is used
when establishing the clear space for the logo-
type or signature.
Color Palette A // selection of specific colors
that are chosen to coordinate, contrast, or
harmonize, as an aide to maintaining a desired
degree of consistency within a visual identity
system.
Font // A complete set of type of one size and
face. Museo 12 point is a font.
Identity Manual // A formal reference document
establishing technical and creative standards
for a visual identity system. Typical standards
include descriptions and specifi cations for
reproducing the logo or logotype, stationery
system, common print and web applications,
and examples of use on merchandise.
Logo // A generic term for a unique graphic
symbol, display of a name, or a combination
of both, that is used to represent a product,
company, organization, or other entity.
Logotype // A logo composed of type.
Logo / Logomark // A generic term for a
unique graphic symbol, used interchangeably
with “logo.”
Master Brand // The overarching identifier of an
entity or organization. Also an identity strategy
that applies the name of the overarching brand
to all subunits.
Primary Color Palette // The core selection of
identifying colors that are used in a logo. The
official logo used on legal or ceremonial docu-
ments, often rendered within a circular shape.
Serif/Sans Serif In typography, a sans serif
typeface is one that does not have the small
thorn-like features called “serifs” at the end of
strokes within letters.
Signature // The combination of the logotype
with an additional more specifi c identifier.
Supplementary Color Palette // A selection
of colors designed to supplement the primary
color palette for use in all related communica-
tions except the logo itself.
Tag Line // A slogan used to support the
identity.
Template // A fi le with an associated style
sheet and all standing and serial elements in
place on a master page, used for publications
following the same design.
Typeface // The set of characters including up-
percase and lowercase alphabetical characters,
numbers, punctuation, and special characters. A
single typeface contains many fonts of different
sizes and styles. Garamond is a typeface.
Type Family // A group of fonts of the same
basic design but with different weights and
proportions. Museo is also a type family.
Units // Subdivisions of the overarching
organization.
Unit Signature // The typographic addition to
the logotype that may be used to designate a
specific unit.
X-Height // A unit of measurement describing
the height of the small letter in the logotype.
This unit is used when establishing the location
of the informal seal and/or unit signature rela-
tive to the logotype.
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