free your feet standards manual
Post on 12-Mar-2016
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Brand Standards Manual
I
ƒree your ƒeet dance studiopromises active, young adults
a fresh take on a classic
pastime, delivered with a
welcoming and lively staff in a
warm and inviting atmosphere
to build or improve on their
partner dancing abilities.
II
Mission
Logo:
• Proportions
• Variations
• Minimum Sizes
• Improper Logo Usage
Brand Colors
Graphic Elements
Paper Choice
Typography
Photographic Style
4
6
14
16
18
20
22
Contents
3 II
Approachable Neighborly Engaging Energetic
ƒree your ƒeet is...
4
ƒree your ƒeet is not your normal
dance studio, and our branding
reflects that. It is our goal to
bring dance back to a basic,
integral part of the community.
Mission
5 4
Missionƒree your ƒeet dance studio offers a place where customers can learn to dance,
meet new people, have fun, and feel comfortable.
We offer a varied dance program with price options
for all levels of interest, including greater emphasis
on group classes and small package sessions to
reach dance skill objectives. Our instructors have
access to continual training with some of the
area’s top professional coaches. This provides our
students with up-to-date steps and technique,
and access to the latest dance trends. ƒree your
ƒeet welcomes a diversity of people and maintains
a non-smoking and alcohol-free environment.
6
The ƒree your ƒeet logo is made up
of three main components: the
word mark, the symbol, and the
company classification. The word
mark may be used alone or with
any combination of the symbol
and the company classification.
The symbol may also be used
by itself, but in moderation.
Logo Proportions
7 6
}1x
1.5x
9.75x
9.75x
2x
3.5x3x
.5x
3x
7x
o= x In order to maintain visibility and legibility, the
ƒree your ƒeet logo must always have a clear space
surrounding it equal to the height of the lower
case “o” from the word “your”. There should
be no content (photo, text, or pattern) in this
designated area. If the logo does overlap any
elements, a solid circle background may be used.
8
The ƒree your ƒeet logo has
several variations. The logo
always appears in either black
or red. When color cannot be
used, the logo may be in black
or reversed out of black. When
using color, the logo must be in
red, or be reversed out of red.
Logo Variations
9 8
Shown above is an example of the logo in use
while interacting with graphic elements. There is
a solid white circle around the logo so that the
green does not interfere with the type. Also shown
is an example of the symbol by itself. The path
may be used to interact with other elements.
10
It is important that the
ƒree your ƒeet logo remains
legible and identifiable when
used at varying sizes. To
accomplish this, there are three
alternate versions that may
be used for specific sizes.
Logo Minimum Sizes
11 10
} 1”
} .5”
} .25”
The full logo may
be used for any size
larger than one inch.
Dance studio can
be included for sizes
down to .5 inches.
For sizes down to .25
inches the word mark
will be used alone.
12
ƒree your ƒeet logo must adhere
to all guidelines. To maintain
consistency, the logo must
always appear in brand colors,
must not be altered, and must
adhere to proper clear space.
Improper Logo Usage
13 12
Starting from the upper left, the logo should
never cross a color field. The logo should never
be stretched or skewed from its original form.
The logo should never appear on any other
colors besides black, white or red. Also, the
logo should never be placed directly on any
of the brand patterns or graphic elements.
14
It is important that the
ƒree your ƒeet colors are used
consistently to reinforce the brand
and to maintain distinctness.
Brand Colors
15 14
Pantone 583
CMYK for 4/ color printing
C: 24
M: 0
Y: 100
K: 17
RGB for on screen usage
R: 175
G: 189
B: 34
HEX for web color
Hex: AFBD22
Pantone 1805
CMYK for 4/ color printing
C: 0
M: 91
Y: 100
K: 23
RGB for on screen usage
R: 23
G: 93
B: 100
HEX for web color
Hex: 175D64
The two brand colors are ƒree your ƒeet Red
and Green. The Red may be used in the logo,
text headers, and whenever the company name
appears in body copy. The Green may only be
used as a background color with white text. This
text treatment is meant only for headers at 24
pt size type. The Green is also an accent color
that appears in many of the design elements.
16
There are six different
ƒree your ƒeet graphic
elements. It is crucial that
they are used appropriately
and are always in balance.
Graphic Elements
17 16
Classic Polka Dots
Clean Green Stripe
Rhythmic Red Path
New Pinstripe Crisp Green Frame Stylish Red Shape
The Classic Polka Dots and the New Pinstripe
are used as background patterns, and should
never have any text or the logo directly on top
of them. The Crisp Green Frame and Stylish Red
Shape are containing elements, and should be
used to hold text, images, or the logo. The Clean
Green Stripe is used to hold headlines at 24 pt
type size. The Rhythmic Red Path is a derivative
of the logo and can be used to separate areas
of text, images, or the logo. It can be used
straight or in more organic curve linear paths.
18
Just as images, design
elements, and the logo play an
important role in establishing
the ƒree your ƒeet brand, so
too does paper choice.
Paper Choice
19 18
Flash White Sirius
All paper is from Neenah Paper and is from the
brand Starwhite. The first paper sample is Flash
White and should be used for covers, folders,
special letterheads, and envelopes. Any instance
that the output is of special importance, for
instance a postcard for an event or sale, Flash
White should be used. Most of the time, it will
be used in a cover weight. The second sample,
Sirius, should be used for all other purposes
that do not need to call special attention.
20
In order to keep consistency,
typography must be used
correctly and appropriately. The
two typefaces that ƒree your ƒeet
uses are Matrix Script and ITC
Stone Sans. Matrix Script is the
primary typeface, and ITC Stone
Sans is the secondary typefae.
Typography
21 20
Primary Typeface:
Matrix Script Book
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890&.,:;’$¢%!?(*) ƒ
Matrix Script Regular
Matrix Script Bold
All headlines will be set in Matrix Script Regular
at 24 pt. They will, when possible, be reversed
out of the Clean Green Stripe. Any larger or
more emphasized copy, such as a pull quote,
will be set in ITC Stone Sans Medium at
13/30 pt. Regular body copy will be set in ITC
Stone Sans Medium 8/15 pt. Bold and Italic
styles will be used only for words and short
phrases that need to be called to attention.
Any time the company name appears in text,
it should be in ITC Stone Sans Semibold Italic.
Secondary Typeface
ITC Stone Sans Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890&.,:;’$¢%!?(*) ƒ
ITC Stone Sans Medium Italic
ITC Stone Sans Semibold
ITC Stone Sans Semibold Italic
ITC Stone Sans Bold
ITC Stone Sans Bold Italic
22
Photography needs to
communicate the brand values
that are associated with
ƒree your ƒeet. The photographs
highlight the fun and
energetic nature of dancing
in a casual, vibrant way.
Photographic Style
23 22
There are three main categories of photography
that work together to represent ƒree your ƒeet.
Starting at the top, (from left to right) the
categories are: In Studio/Classes, Teachers, Formal
Dance, and Casual Dance. In Studio photos will be
taken of actual classes and show real life settings
of dance instruction. The Teachers photographs
will feature ƒree your ƒeet teachers being energetic
and engaging. They will face the camera and
be welcoming. The backgrounds of the three
categories (besides In Studio) will have a simple
white background. Both Formal and Casual Dance
photographs will feature a couple engaged and
active in dance. They will be looking at each other
and not the camera. When possible, the featured
dancers in the photos will be in the brand colors.
ƒreeyourƒeet.com
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