ImpressDance is a dance club in Saint Petersburg, Russia that offers ballroom and social dance lessons. This document provides guidelines for maintaining a consistent brand identity, including the logo, color palette, typography, imagery and applications like documents, business cards, banners and digital publishing. The brand aims to share dance culture and make dancing a pleasurable experience through an inspiring atmosphere and affordable prices.
Code for America's style guide offers information on brand usage, language and tone. If you're planning on using this for a community press event please also contact lr[at]codeforamerica.org for assistance.
Gomito brand proposition and GuidelinesMarina Alves
This brand and its manual and were built to the discipline of Design Practice 2 at Anglia Ruskin University, taught by Will Hill, with the goal of generating an understanding of what is a Visual Identity, which composes and how to build it and other elements that it involves. Project developed by Marina Alves Teixeira.
Code for America's style guide offers information on brand usage, language and tone. If you're planning on using this for a community press event please also contact lr[at]codeforamerica.org for assistance.
Gomito brand proposition and GuidelinesMarina Alves
This brand and its manual and were built to the discipline of Design Practice 2 at Anglia Ruskin University, taught by Will Hill, with the goal of generating an understanding of what is a Visual Identity, which composes and how to build it and other elements that it involves. Project developed by Marina Alves Teixeira.
A textual analysis of a Artic Monkeys music poster - talking about purpose, background, realism, text and font, tag line, layout and colour scheme. Enjoy.
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2008 was a historic year in many ways, perhaps the most prominent being the election of the first African American president. But 2008 also saw an unlikely hero emerge amongst the record setting presidential race... Nate Silver and his astonishingly accurate prediction of its results. More important than Nate's remarkable result however was the attention it drew to the potential of data and the importance of uncertainty (through bayesian statistics). And it was in that moment that our modern incarnation of data journalism was born (though ironically the field dates back to an attempt to predict the 1952 presidential election) with Nate's (now famous) 538 blog.
In this talk I will walk through the approach that made Nate so successful in 2008, test its efficacy in predicting the early 2016 primary results, and show how these (relatively) simple concepts can be applied in novel ways to tangential fields to great effect (for fun and profit) by estimating the time to failure for industrial machines in our connected world of the IoT.
Trade the Volatility | SchoolOfTrade Newsletter 04/21/16Joseph James
Crude Oil is bearish this evening trading inside a range as it tries to finish rotation to the lows of a bear channel and complete a measured-move target for the sellers.
E-mini S&P is quite similar to crude oil this evening with a bearish trend and trying to complete its rotation down to the lows of a bear channel and a triple measured-move tomorrow.
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Dalla Domus studiorum alla Biblioteca centrale della Regione sicilianabiblioconvittopa
Lo studio dell'architetto Giuseppe Scuderi sul complesso gesuitico che oggi ospita il Convitto Nazionale G. Falcone e la Biblioteca centrale della Regione siciliana
This doctor dumped US job to build integrated medicine platform Syncremediesvinay vinu
Syncremedies is an integrated medicine service that brings together the best of Allopathy, Ayurveda and Homeopathy to offer the most effective treatment for any chronic ailment.
We are the only provider bringing together 3 forms of medicine for treatment of patients’ health concern. With importance given to overall health and wellness, each treatment plan is customized with recommendations around diet, exercise and medication aspects to improve well-being.
But why is integrated medicine the “right” treatment choice?
Syncremedies was born out of empathy after seeing numerous patients struggle through their illness without knowing how or what would be the best option for their ailment. Patients’ today struggle through their illness without knowing how or what would be the best option for their ailment.
Despite all the existing knowledge and ease of access to information they are often victim to long term ill health. Patients rarely know, what form of medicine might be best suited for them. They most often go with what people advise them on, rather than any objective information. Eventually getting stuck in a circle of medications, therapies and treatments, giving them sub-par relief.
Syncremedies answers all your questions!
– Will the Ayurveda doctor know about my Allopathic medicines?
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– Should I consult Allopathy doctor or try Ayurveda/ Homeopathy?
– Is there anything I can do to maintain my health & wellness?
On the flip-side, the amount of medical knowledge that exists also is paramount. Knowledge based on history, research, wisdom, and years of education – knowledge always intended to heal; however, since the healers came from various backgrounds and different schools of thought, knowledge became limited within their circles.
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“Collaborative and productive: Moving Utah forward together.” As a Chamber, we challenge the preconceptions and possibilities of business. We search for smarter ways to do things; we
bring new partners together in a productive and innovative way to discover ideas to help Utah grow economically. We use our
knowledge and experience to continually improve and consistently deliver results for our community and stakeholders. And we
do everything responsibly and considerately to help support our members and the businesses we work with.
A textual analysis of a Artic Monkeys music poster - talking about purpose, background, realism, text and font, tag line, layout and colour scheme. Enjoy.
Data Science Popup Austin: Surfing Silver Dynamic Bayesian Forecasting for Fu...Domino Data Lab
Watch the talk ➟ http://bit.ly/1NJGRcb
2008 was a historic year in many ways, perhaps the most prominent being the election of the first African American president. But 2008 also saw an unlikely hero emerge amongst the record setting presidential race... Nate Silver and his astonishingly accurate prediction of its results. More important than Nate's remarkable result however was the attention it drew to the potential of data and the importance of uncertainty (through bayesian statistics). And it was in that moment that our modern incarnation of data journalism was born (though ironically the field dates back to an attempt to predict the 1952 presidential election) with Nate's (now famous) 538 blog.
In this talk I will walk through the approach that made Nate so successful in 2008, test its efficacy in predicting the early 2016 primary results, and show how these (relatively) simple concepts can be applied in novel ways to tangential fields to great effect (for fun and profit) by estimating the time to failure for industrial machines in our connected world of the IoT.
Trade the Volatility | SchoolOfTrade Newsletter 04/21/16Joseph James
Crude Oil is bearish this evening trading inside a range as it tries to finish rotation to the lows of a bear channel and complete a measured-move target for the sellers.
E-mini S&P is quite similar to crude oil this evening with a bearish trend and trying to complete its rotation down to the lows of a bear channel and a triple measured-move tomorrow.
Gold is bearish with a spike & channel and a possible larger bear channel, which gives the sellers plenty of trading opportunities to work with tomorrow, but we're only a few pushes away from a triple measured-move so the buyers will be ready as well.
Euro is bearish and trading at not only the lows of a channel but also at a triple-down off the highs from earlier today, and with a short-term megaphone on the chart this evening we may see some sideways movement in tomorrow's session.
Dalla Domus studiorum alla Biblioteca centrale della Regione sicilianabiblioconvittopa
Lo studio dell'architetto Giuseppe Scuderi sul complesso gesuitico che oggi ospita il Convitto Nazionale G. Falcone e la Biblioteca centrale della Regione siciliana
This doctor dumped US job to build integrated medicine platform Syncremediesvinay vinu
Syncremedies is an integrated medicine service that brings together the best of Allopathy, Ayurveda and Homeopathy to offer the most effective treatment for any chronic ailment.
We are the only provider bringing together 3 forms of medicine for treatment of patients’ health concern. With importance given to overall health and wellness, each treatment plan is customized with recommendations around diet, exercise and medication aspects to improve well-being.
But why is integrated medicine the “right” treatment choice?
Syncremedies was born out of empathy after seeing numerous patients struggle through their illness without knowing how or what would be the best option for their ailment. Patients’ today struggle through their illness without knowing how or what would be the best option for their ailment.
Despite all the existing knowledge and ease of access to information they are often victim to long term ill health. Patients rarely know, what form of medicine might be best suited for them. They most often go with what people advise them on, rather than any objective information. Eventually getting stuck in a circle of medications, therapies and treatments, giving them sub-par relief.
Syncremedies answers all your questions!
– Will the Ayurveda doctor know about my Allopathic medicines?
– Is Allopathy the BEST Option for me?
– Can I take Allopathic & Homeopathy/Ayurveda medicines together?
– Will I have side effects due to the medicines?
– Should I consult Allopathy doctor or try Ayurveda/ Homeopathy?
– Is there anything I can do to maintain my health & wellness?
On the flip-side, the amount of medical knowledge that exists also is paramount. Knowledge based on history, research, wisdom, and years of education – knowledge always intended to heal; however, since the healers came from various backgrounds and different schools of thought, knowledge became limited within their circles.
Each form of medicine, be it Ayurveda, Homeopathy or Allopathy has a “best” we could leverage to our benefit, thereby taking stride in the wonderful world of integrated medicine. We at Syncremedies are here to offer the advantages of “all the good” from various modalities, minimize side effects, use more effective medications and use therapies that have a long term goal.
We are here to help you take your path to better health!
“Collaborative and productive: Moving Utah forward together.” As a Chamber, we challenge the preconceptions and possibilities of business. We search for smarter ways to do things; we
bring new partners together in a productive and innovative way to discover ideas to help Utah grow economically. We use our
knowledge and experience to continually improve and consistently deliver results for our community and stakeholders. And we
do everything responsibly and considerately to help support our members and the businesses we work with.
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This company offers services such as Amazon Consulting and Services, SEO, PPC, Photography, A+ content, and Trademark registration.
Credits of project:
Advertiser: ES Distributions
Project: Brand Identity
Software: Adobe Illustrator / Adobe Photoshop.
Art Director: Mark Zuniga
Graphic Designer: Mark Zuniga
Copywriter: Jaime Escobar
3. Foreword
This document is a guide to the brand communication style of
ImpressDance. Here you can find explanations about what the
brand stands for, how it is expressed, and how its visual elements
compliment each other in all communications.
The guide should be followed whenever commissioning, designing,
and delivering any kind of communications. This ensures the
possbility of preserving the brand’s appearance and making
an impressive and memorable visual impact on customers so
stimulating their loyalty to the brand.
So, be methodical, comply with the rules, and stay creative.
Take care and enjoy the process!
5. Contents
1.1. what is ImpressDance? 3.1. core elements
3.2. documents1.2. ImpressDance: mission
2.1. the logo
3.4. business cards
1.4. the brand values
2.3. typography
1.5. tone of voice
1.3. ImpressDance: vision
2.2. the color palette
3.5. roll up banner
3.6. magazine advert
3.7. digital publishing
2.4. imagery
visual identity in application
brand identity style guide:
last revised in April 2014
brand's ideology
7. ImpressDance brand identity style guide 7the brand's ideology
ImpressDance is a lifestyle dance club that teaches ballroom
and social dancing to adults and children in the form of group
and/or individual lessons. It offers a great variety of dance
styles, as well as a wide choice of dance teachers in Saint
Petersburg, Russia. In addition to dance teaching activities,
ImpressDance organizes dance events on a regular basis.
ImpressDance is an elegant dance club that has everything a
dancer needs including a high-quality dancefloor, comfortable
changing rooms with showers, stylish bar area, welcoming
reception area, and relaxing lounge zone.
ImpressDance was opened
in June 2013. It is located in
Saint Petersburg, Russia,
and has an amazing view
of the River Neva.
what is ImpressDance?1.1.
8. 8 ImpressDance brand identity style guidethe brand's ideology
ImpressDance's mission is to help people discover that dancing
inspires, grants unforgettable emotions, opens up new facets of
living and teaches how to see and live beyond the everyday.
ImpressDance's mission aims to make people's lives more
adventurous, stylish, exciting, and invigorating.
ImpressDance: mission1.2.
9. ImpressDance brand identity style guide 9the brand's ideology
ImpressDance: vision1.3.
ImpressDance intends to share a multifaceted dance culture
with the citizens of Saint Petersburg and to make them
realize that dancing is a pleasurable experience for anyone
of any age or constitution. Full service comfort, friendly
and truly professional staff, an inspiring atmosphere, and
affordable prices make an unforgettable impression.
ImpressDance unites people who share the same passion for
dancing, organizing outstanding dance events and creating a
community of healthy, happy, and stylish people.
10. 10 ImpressDance brand identity style guidethe brand's ideology
ImpressDance has four core values that are intrinsic and
fundamental beliefs that the company holds and nurtures.
These values are interlaced, they greatly influence each
other and cannot be separated from one another.
ImpressDance's four major values are:
- community;
- commitment;
- inspiration;
- growth.
Comunity comprises of
partnership, communication,
and trust; commitment means
dedication, achievement, and
excellence; inspiration stands
for passion, pleasure, and
beauty; whilst growth reflects
personal and professional
ways of natural evolution.
the brand's values1.4.
12. 12 ImpressDance brand identity style guidethe brand's ideology
tone of voice1.5.
A certain tone of voice can become a distinguishable trademark of
a brand. So, ImpressDance needs to pay attention to the way the
brand projects its values and mission statement.
ImpressDance never over complicates the language it uses and
does not use professional dance jargon on a day-to-day basis.
Instead, the company’s tone of voice stays simple, yet elegant,
friendly, warm, and invigorating. What the brand intends to
project is sincerity, optimism, and inspiration. The company
also avoids using clichés.
ImpressDance welcomes a sense of humor and wit within
appropriate social and ethical boundaries.
ImpressDance emphasizes
clients’ needs and desires, so
it tries to use inclusive terms
such as “you” and “yours” (as
opposed to more self-centered
“we” and “us”).
14. 14 ImpressDance brand identity style guidevisual identity
the logo2.1.
The logo is an essential asset
of ImpressDance., since it
fully reflects the company's
philosophy and values.
The logo has to be treated
kindly, carefully, and with
respect, so never abuse it with
improper usage.
ImpressDance's logo consists of three major elements:
a bright orange rectangle, a slanted rectangular frame, and a
wordmark. These parts are integral and cannot be disassembled.
15. ImpressDance brand identity style guide 15visual identity
the logo: clearspace
and minimum size
2.1.
The logo needs to breathe, so there is a minimum clearspace that
should be respected around it. In proportion to the logo size, the
letter e from the word Impress should be taken as the guideline.
In order to ensure the
logo is legible at all times,
it is recommended to be
aware of the logo's
minimum size in print
and digital publishing.
15 mm 45 px
16. 16 ImpressDance brand identity style guide
the logo: do's2.1.
visual identity
� In color, use a white frame
on dark backgrounds
� In b/w, use white outlines
on dark backgrounds
� In grayscale, use a white
frame on dark backgrounds
� In b/w, use a white frame and black
rectangle on gray backgrounds
the logo in grayscale
the logo in b/w
17. ImpressDance brand identity style guide 17
the logo: don'ts2.1.
visual identity
X do not skew or
distort the logo
X do not rotate
the logo
X do not outline
parts of the logo
X do not switch
colors in the logo
X do not change
colors in the logo
X do not lighten
the logo or adjust
its transparency
X do not reproduce
the logo in
low resolution
X do not scale
elements of the logo
18. 18 ImpressDance brand identity style guide
the color palette2.2.
visual identity
A distinctive and elegant color palette makes the appearance of
ImpressDance recognizable and attractive. Bright orange is the
primary color followed by white, turquoise, and black. The last
two colors may be used as tint or shade color variations.
#E73B2B
R231 G59 B43
C0 M87 Y85 K0
web safe #FF3333
#5ABDB8
R90 G189 B184
C63 M0 Y33 K0
web safe # 66CCCC
#12100B
R0 G0 B0
C77 M69 Y65 K90
web safe #000000
#FFFFFF
R255 G255 B255
C0 M0 Y0 K0
web safe #FFFFFF
Note, it is unacceptable to
put together the orange and
turquoise colors side by side
without separating them with
white or black.
These are allowed
increments of tinting:
100%
100%
90%
90%
30%
30%
70%
70%
10%
10%
50%
50%
5%
5%
19. ImpressDance brand identity style guide 19visual identity
typography2.3.
ImpressDance uses two font families for its typographic needs:
Gill Sans and Anglecia Pro. They partner well: Gill Sans is a crisp
and straight-to-the-point kind of type, while Anglecia Pro adds a
fashion and more feminine touch.
Regular and light weights are used for body copy, heavier weights
such as bold, semibold or medium for headings and subheadings.
Italics are used for captions, quotes, and commentary notes.
The basic color of body text is black (with the possibility of
changing its tone to a shade of gray in accordance with the color
palette guidelines). Headings and subheadings may be in black or
orange. Additional text such as quotes may appear in turquoise.
Gill Sans Regular
Аа Бб Вв Гг Дд Ее Жж Зз Ии
Кк Лл Мм Нн Оо Пп Рр Сс
Тт Уу Фф Хх Цц Чч Шш Щщ
Ээ Юю Яя 1 2 3 4 5 6 7 8 9 0
? ! . , ; & % $ _ -
Anglecia Pro Text Regular
Аа Бб Вв Гг Дд Ее Жж Зз
Ии Кк Лл Мм Нн Оо Пп
Рр Сс Тт Уу Фф Хх Цц Чч
Шш Щщ Ээ Юю Яя
1 2 3 4 5 6 7 8 9 0 ? ! . , ; & %
20. 20 ImpressDance brand identity style guidevisual identity
typography: usage2.3.
Subheading
Heading
Ballroom dance is a set of partner dances, which are enjoyed
both socially and competitively around the world, and
growing all the more popular in North America. Because of
its performance and entertainment aspects, ballroom dance
is also widely enjoyed on stage, film, and television. allroom
dance may refer, at its widest definition, to almost any type
of partner dancing as recreation.
Source: http://en.wikipedia.org/wiki/Ballroom_dance
HEAD
270% Anglecia Pro Title
SemiBold | Bold
110% leading
145%
190%*
BODY
100% Gil Sans
Light | Regular
120 ‒ 150% leading
* 190%; 245% for >1 line
SUBHEAD
155% Anglecia Pro Title
Regular | Medium
110% leading
These are guidelines on how to use typography correctly for
general purposes. Other acceptable variants for type usage are
shown in section 3 of the ImpressDance brand identity style guide.
Body copy point size is
considered to be 100%.
21. ImpressDance brand identity style guide 21
imagery2.4.
visual identity
The right imagery is essential in order to bring the brand's
values to life. It is therefore a requirement that only
high-quality, original, and engaging images are used. A
wide range of imagery is available to express the variety
of personalities found across the brand and to reflect the
general theme of dancing.
Whenever using images it is obligatory that the brand's
logo is fully legible.
Images can appear in color or black and white. It is required
that they keep to the same style consistently throughout
their integral application (be it a website, an advertising
campaign, or for any other purpose).
It is crucial to have the rights
and/or valid licenses (whenever
a stock picture is bought) for the
imagery utlized. ImpressDance
prefers to use its own original
photographs and images
rather than purchased ones
whenever possible.
22. 22 ImpressDance brand identity style guidevisual identity
imagery: examples2.4.
ImpressDance’s imagery is emotional, dynamic, stylish, and inspiring.
At least one of these mentioned qualities should be reflected in a
picture choice. Acceptable imagery includes people as individuals,
couples or groups, close-ups/detailed shots, interior or exterior
shots, and events; images can be candid or taken in studio photo
sessions. It is permitted to edit images for maximum impact.
Inspiring
Stylish
24. 24 ImpressDance brand identity style guidein application
core elements3.1.
АаБбВвГгДд
АаБбВвГгДд
Аа Бб Вв Гг Дд
Аа Бб ВвГгДд
Аа Бб Вв Гг Дд
the logo color palette
+ + +
typography imagery
These are the core brand elements that make the visual identity
of ImpressDance unique and engaging. This section shows and
explains how to apply the brand’s visual assets in real-life situations.
25. ImpressDance brand identity style guide 25in application
documents3.2.
This is an example of a letterhead for official communications.
paper size A4, 210x297 mm;
side margins: 10 mm, bottom 15 mm, upper 25 mm;
layout is divided in equal 12 columns:
body text uses 6 columns;
image area uses 3 columns;
in-between each section there is a 1 column gap.
body text: Gill Sans Light, 10 pt, leading 120%, color black 70%;
right upper corner text: Anglecia Pro Title Regular, 14 pt,
leading 110%, color turquoise 70%;
contact information: Anglecia Pro Text Light, 8 pt,
leading 150%, color black 70%.
Photographic inclusions are optional.
26. 26 ImpressDance brand identity style guidein application
club announcements3.3.
All internal announcements
about the club (such as
timetable, events calendar,
etc.) should be presented in
this particular style.
background: 5% tint of black;
headline: Gill Sans Bold, 15 pt;
classes’ titles: Gill Sans Regular
10 pt and Light 9 pt;
other text: Anglecia Pro Text
Light and Anglecia Pro Display
Extra Light (size in accordance
with p.2.3. of this style guide).
27. ImpressDance brand identity style guide 27
(1)
(2)
(3)
business cards3.4.
card’s size 90x50 mm;
corporate business card: front side (1), back side (3):
headline: Anglecia Pro Title SemiBold, 16 pt, orange 100%;
subhead: Anglecia Pto Title Light, 9 pt, black 70%;
body text: Gill Sans Light, 7 pt, leading 115%, black 70%;
contacts: Anglecia Pro Title Light, 7 pt, black 70%, orange 100%.
personal business card: front side (2), back side (3):
headline: Anglecia Pro Title SemiBold, 15 pt, orange 100%;
job title: Anglecia Pro Title Light, 8 pt, black 70%;
personal information: Anglecia Pro Title Light, 8 pt, leading 125%;
contacts: Anglecia Pro Title Light, 7 pt, black 70%, orange 100%.
address (3): Anglecia Pro Title Light, 8 pt, leading 125%, black 70%.
in application
28. 28 ImpressDance brand identity style guidein application
roll up banner3.5.
banner’s size 850x2000 mm
all borders 70 mm
head slogan (orange): Anglecia Pro Display Medium, 372 pt,
orange 100%;
sub slogan (black): Gill Sans Light, 372 pt, leading 95%,
black 70%;
address: Anglecia Pro Title Light, 70 pt, leading 130%, black 70%;
additional information: Anglecia Pro Title Light Italic, 70 pt,
leading 130%, turquoise 100%;
contacts: Anglecia Pto Title Light, 134 pt, website in black 70%,
telephone number in orange 100%.
29. ImpressDance brand identity style guide 29in application
magazine advert3.6.
advert size 182x132.3 mm
all borders 10 mm
head slogan (orange): Anglecia Pro
Display Medium, 30 pt, orange 100%;
sub slogan (black): Gill Sans Light,
30 pt, leading 95%, black 70%;
text: Anglecia Pro Title Medium,
10 pt, leading 120%, orange 100%,
Gill Sans Light, 9 pt, leading 120%,
black 70%;
address: Anglecia Pro Title Light,
9 pt, black 70%;
box out text: Anglecia Pro Text Bold
Italic, 8 pt, leading 125%, white.
30. 30 ImpressDance brand identity style guidein application
digital publishing3.7.
The ImpressDance website is a valuable asset, which is why it is
important to keep all pages unified and consistent.
For main headline use Anglecia Pro Display Bold and Anglecia Pro
Title for smaller headlines in a progressive succession. Captions
appear in italics. Body text uses Gill Sans Regular.
Permitted colors for usage within text on the website are black,
orange, and turquoise. Whenever formatting text keep fonts in a
consistent weight and size. Do not overuse bold weights and links
(which should always be underlined and in orange) in body copy.
All images should be of good quality and original.
32. ImpressDance
brand identity style guide
For help and guidance please email to info@impressdance.ru
Comissioned by ImpressDance Ltd.
Designed by Olga Nayanova
Saint Petersburg, Russia, 2014