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Branding Guidelines for the Vancouver based rock band the Damn Fools.
Citation preview
Brand GuidelinesOctober 18, 2013
B. VISUAL IDENTITY 7 Naming
8 Logo Introduction
9 Logo Staging
10 Logo Minimum & Maximum Size
11 Logo Black & White High-Res Bitmap
12 Logo Black & White Vector
13 Logo Guide To Application
14 Logo Incorrect Use
15 Colour Palette Guide To Application
16 Colour Palette CMYK & RGB
17 Colour Palette Pantones
B. Continued 18 Typography Typefaces & Weights
19 Typography Guide To Application
20 Typography Kerning, Leading, Tracking & Paragraph Alignment
Table of ContentsEverything You Need To Know
A. ABOUT US 1 Our Culture
2 Who We Are
3 Brand History
4 Brand Personality
5 Brand Values
6 Brand PyramidC. Sub Brand Identity 21 Sub Brand Identity & Wordmark
22 Sub Brand Typography
23 Sub Brand Colour Palette
24 Sub Brand Accent Colour Usage
Damn Fools
D. Examples Of The Brand In Use 25 Lingo
26 Fan Communication
27 Photography Portrait Style
28 Photography Sketch Style
29-31 Social Media
32 Web
33 Advertising
34 PR
35-36 Merchandise
37 Corporate Applications
1 Our Culture
2 Who We Are
3 Brand History
4 Brand Personality
5 Brand Values
6 Brand Pyramid
About UsWe Know You’re Curious.
Damn Fools
Our Culture 1
Our Culture Is Rock CultureThe Damn Fools brand is commited to paying homage to the essence of Rock N Roll. The band members grew up exposed to the Rock Culture of
the 60’s and 70’s and they want to stay true to that culture and represent it in it’s truest form. Off The Floor, the band’s first album, draws upon and
is inspired by those at the helm of what rock and roll is... The Beatles, The Rolling Stones, Tom Petty, CCR. The aim of this album album, as well as our
brand as a whole, is to reflect the essence and culture of rock n roll and stay as true to that as possible, while at the same time creating a unique
sound of our own, as an individuals and as a group.
Rock N Roll
Damn Fools
2Who We AreBand Bio
About Us
Continued
Gordon-Firing’s extensive knowledge of vintage gear and blues
music helped shape the direction of their sound. To achieve that
same full sound as their influences, bands like the Rolling Stones, Led
Zeppelin, the Beatles, Tom Petty, and the Black Crowes, they
recruited keys player Mike Turner, who was raised on the same
musical ideologies.
Damn Fools are...
Mike Twining - Vocals
Andrew Twining - Guitar
Alex Gordon Firing - Guitar
Chris Ball - Bass
Mike Turner - Keys/ Organ
Jovan Vujatovic - Drums
After laying low for three years brothers Mike and Andrew Twining
decided the path they were headed down as songwriters and
musicians was ripe for a change. Taking refuge with their guitars, a
handheld tape recorder and a collection of old LPs, they began their
journey, writing songs stemming from the most vintage of musical
idioms: classic rock, blues, soul and southern groove. Their apprecia-
tion for the way music was written, recorded and played in the 60’s
and 70’s began to show in their songwriting.
With former band mates (Fully Loaded), Chris Ball on bass, Jovan
Vujatovic on drums, and lead guitarist, Alex Gordon-Firing, they
refocused on their musical roots, ideologies and inspirations, and
reformed under the name Damn Fools.
Damn Fools
3
The Formation of the B(r)andPrior to the formation of Damn Fools, 4 of the 6 members spent 7
years pursuing a different project that independently released two
EPs, worked with award winning producers/songwriters, toured
extensively across Canada, showcased at CMW for the Agency Group,
achieved radio play across Canada, received awards and accolades for
songwriting and performing and successfully licensed music to Film,
TV, advertising and video games.
In January 2013 Damn Fools set up shop at Vancouver’s legendary
recording facility, Mushroom Studios, with producer Dave “Rave”
Ogilvie (Nine Inch Nails, Marilyn Manson, Mariana's Trench) to record
their debut full length album – 4 days, 12 songs, live off the floor.
Damn Fools recently released their debut album "Off the Floor" June
22st 2013 and performed at the highly regarded KELOHA Music
Festival in Kelowna. The band is currently in the top 20 bands for the
Fox Seeds 2013 competition and have secured a spot opening for the
Trews at the Vancouver Island Exhibition Festival - August 17th.
Brand HistoryOur Past
Damn Fools
Edgy
Charismatic
Masculine
Genuine
Energetic
4
Personality
Brand PersonalityOur Design Foundation
All our visual and verbal approach to communication has
a consistent look and feel - an overall ‘style.’ These are the
pricipals which guide our style.
We want to be bold and stand out from
the crowd. Our look is edgy and should
make a statement and most of all it should
scream rock n roll.
Just like the personalities on stage, our
brand is charismatic. There’s just some-
thing about us that you immediately find
appealing, but perhaps you can’t quite put
your finger on it.
Our brand represents six guys... we can’t
help but ooze masculinity!
Despite our bold and edgy look and our
masculine charm, our brand has a genuine
human touch, a hand made, analogue
element for people to connect with.
Our designs are never static or rigid, they
are spirited and represent the energy we
bring to the stage and our craft.
Damn Fools
5Brand ValuesOur Guiding Standards
Our values help to shape our culture, they are our guiding
standards and beliefs that inform everything we do, from
our visual identity to the way we conduct ourselves
onstage.
Values
Damn Fools
Honest &Fun
FanFocused
CommunityDriven
PerformanceOriented
MemorableExperience
Simplicity
Synergy
Personal
‘Sketches’ As An Anlogy Of Precision Meets Imprecision. Mimics The Process Of Creating A Live Album. An Analogue Representation Of The Band’s Process.Edgy, Masculine, Genuine,
Energetic and Charismatic
Personal, Honest & Fun, Community , Simplicity, Synergy, Performance, Memorable, Fans
Consumers will feel like a friend, appreciated, engaged, relaxed & like an insider.
Entertainment, Fun, Enjoyment, Satisfaction, Relaxation
Live/High Quality Recordings, Analogue Sound, Local Performances, Intimate Look at the Band’s Process and Personalities
6Brand PyramidCore Of Our Brand
Damn Fools
Consumer Benefits
Consumer Rewards
Product Features
Brand Personality
Brand Values
Big Idea
7 Naming
8 Logo Introduction
9 Logo Staging
10 Logo Minimum & Maximum Size
11 Logo Black & White High-Res Bitmap
12 Logo Black & White Vector
13 Logo Guide To Application
14 Logo Incorrect Use
15 Colour Palette Guide To Application
16 Colour Palette CMYK & RGB
17 Colour Palette Pantones
18 Typography Typefaces & Weights
19 Typography Guide To Application
20 Typography Kerning, Leading, Tracking & Paragraph Alignment
Visual IdentityRock N Roll Style
Damn Fools
DAMN FOOLS
OFF THE FLOOR
The name Damn Fools is a vital part of our identity. The name was
choosen after a myriad of other names were explored. Somehow all
the other choices seemed forced, unoriginal and unrepresentitive of
who the member of the band were and what they represent.
After the disbanding of a former musical venture, brothers Andrew and
Mike were discussing how ludicris and insane it was for them to be
trying to make it in the music industry... again. They were ‘Damn Fools’
for trying, but they would forge ahead and follow their passion for
classic Rock N Roll.
The album name Off The Floor is a secondary part of the band’s
identity. The name comes from the expression ‘Live Off The Floor’
since the album was recorded entirely live.
The process of recording live is an integral part of the band’s philoso-
phy. They believe that recording live is like a snap shot in time and it
captures human elements that add an authentic touch to the record-
ing and final product.
7NamingBrand & Sub Brand
Damn Fools
Definining Our Visual IdentityOur visual identity starts with our logo, which is an essential part of the Damn Fools Brand. The elements that make up our logo are as follows:
A. The Typeface
Duke designed by James T. Edmondson for Lost Type Coop
Duke Fill (not Regular or Shadow) in all upper case and the kerning adjusted so that Damn & Fools match in length and the F & S are well balanced.
Duke Personality:
This visual identity starts with the typeface “Duke,” which is both approachable and refined. It’s clean and minimalist defining it as contemporary,
but with a slight vintage feel. It’s an appropriate typeface for a modern band that has strong roots in classic 60’s and 70’s rock.
B. Type Treatment:
The treatment of hand drawn ink texture as a fill gives it an analogue feel. The texture is inspired by classic vinyl records.
The typeface is also set at an angle of 8.2 degrees, which adds energy, movement and a touch of dramatic flair.
8LogoIntroduction
Damn Fools
Duke Typeface Fill
All Upper Case
Hand Drawn
Ink Texture
Used As Fill
Kerning Adjusted - Width Aligned
And The F and The S Balanced
Typeface Set At Angle Of 8.2 Degrees
Minimum ClearStaging SpaceStaging the Damn Fools logo is important to the graphic identity of
the brand. Under no circumstances should the Damn Fools logo be
staged any other way than how it is presented here.
The logo should never appear flushed to the trim line, nor should it
ever bleed. The logo, when placed next to other design elements,
should always retain a buffer on all sides. This buffer, defined by the
values X and Y, protects the integrity of the logo and prevents other
design elements from taking the spotlight away from the main
headliner.
The proportions of the minimum clear staging space, or the ‘safe
area,’ should apply to all logo applications.
9LogoStaging
Damn Fools
Y H
eigh
t0
.75
Y0
.25
Y
X Width 0.5 X0.5 X
Logo Must Not Bleed
Logo Must Not Be Flushed to Trim
Minimum Size One Exception: Guitar Pick Application
Dimensions DefinedMaximum Size
In order to preserve legibility and clarity, the Danm Fools logo must
not appear below the minimum size shown to the right. The
minimum size of the logo is 0.78 inches high and 0.64 inches wide. If
printed smaller you may risk the legibility and integrity of the logo.
The one exception to this rule is for guitar pick applications, the
minimum size is defined at 0.78 inches high and 0.64 inches wide, in
order to retain the minimum clear staging space, while still
maintaining legibility on a standard size guitar pick.
When using the vector based logo there is no suggested maximum
size. The sky is the limit!
However, when using the high resolution bitmap version of the logo
with the hand drawn texture, it is important to retain the logo
integrity by not stretching the image so that it becomes pixelated.
Please remember to print the logo no larger than:
10LogoMinimum & Maximum Size
Damn Fools
0.78 inches
Bitmap Logo Max Size:
Inches Centimetres
Width: 33.069 in Width: 84 cm
Height: 24.801 in Height: 63 cm
Guitar Pick Height: 1.25 inches Actual Size: Width: 1.12 inches
0.64 inches
0.50 inches
0.47 inches
Min Size For All
Brand Applications:
Black Bitmap Logo
The keystone to our visual identity is our logo. Whenever possible
the high resolution bitmap logo should be used in place of the
vector logo. We like character and the hand drawn ink texture used
as fill gives our logo a humanistic analogue appeal.
The black logo should primarily be used in contrast with light or
coloured backgrounds. If at all avoidable, the black logo should
never be place on pure white.
White Bitmap Logo
The white bitmap logo should be used as an alternative to the black
and should be used on dark backgrounds. We strongly suggest that
the white logo appear on black or dark grey backgrounds only.
To maintain brand strength, consistent use of the logo is important.
For additional information on when to use the bitmap textured logo
or how to use the logo appropriately with the brand colours please
refer to the following:
Bitmap vs Vector Logo Usage Page 13
Brand In Use Section Page ____
11LogoBlack & White High-Res Bitmap
Damn Fools
12LogoBlack & White Vector
Damn Fools
Black Vector Logo
The vector logos can be used in place of the high-res bitmap when
size or printing is an issue. The vecor logo will come in handy when
printing images with one tint and when resizing images for large
applications, such as stage/festival banners. The vector logo may
also be used when the textured version simply does not work with
the design.
Again, the black logo should primarily be used in contrast with light
or coloured backgrounds. If at all avoidable, the black logo should
never be place on pure white.
White Vector Logo
The white vector logo should be used as an alternative to the black
and should be used on dark backgrounds. Just like the bitmap
version, it is strongly suggest that the white logo appear on black or
dark grey backgrounds only.
To maintain brand strength, consistent use of the logo is important.
For additional information on when to use the vector logo or how
to use the logo appropriately with the brand colours please refer to
the following:
Bitmap vs Vector Logo Usage Page 13
Brand In Use Section Page ____
The Damn Fools name and logo are an asset to our identity and in order to maintain brand strength, correct and consistent usage is an absolute
necessity. To help with consistency, here is a quick and dirty guide of when to use the bitmap logo with texture vs the vector based logo.
13LogoGuide To Application
Damn Fools
Bitmap Logo
Vector Logo
PRINT:
• Full Colour Posters or Flyers
• LP or CD Packaging
• LP or CD Inserts
• Vinyl or CD Labels
• Signage
WEB: (Either Can Be Used/Depends on Preference)
• Social Media Skins or Profile Pictures
• Website
MERCHANDISE:
• T-Shirts
• Guitar Picks
PRINT:
• One Tint Posters or Flyers
• Corporate Stationary
• Corporate Labels or Seals
• Business Cards
• Large Scale Banners or Signage
WEB: (Either Can Be Used/Depends on Preference)
• Social media skins or profile pictures
• Website
MERCHANDISE:
• Water Bottles
• Badges & Stickers
1. Don’t place logo on an angle or rotate. 2. Don’t elongate or stretch logo. 3. Don’t make a pattern/texture out of the logo.
4. Don.t straighten original angle of logo. 5. Don’t recolour the logo. 6. Don’t skew or attempt to make the logo 3-dimentional.
7. Don’t apply any effects to logo. 8. Don’t apply outlines. 9. Don’t place inside and/or add other elements.
10. Don’t combine with words, photos, slogans or symbols that might seem to create a hybrid mark.
11. Don’t display the logo in a way that suggests that a third party’s product is associated with the breand,
or that the Damn Fools name is part of a third party’s product name. This requires a license agreement.
14LogoIncorrect Use
Damn Fools
General Rules
Not Shown
1. 2. 3.
4. 5. 6.
7. 8. 9.
15Colour PaletteGuide To Application
Damn Fools
Colour Palette Description Colour ValuesThe colour palette is predominately achromatic with black, off white
and grey being the predominant focus, while complimentary blue and
yellow are used as pops of colour. The yellow is predominant, while
the blue is to be used soley as an accent.
Black, white and grey provide an edgy contrast while also represent-
ing the black and white film look of analogue photography. The
accent colours will contribute a modern approachable tone to the
branding.
The primary colour values, as defined above, are to be used first
before any of the other values (listed on page 17 & 18).
Suggested ApplicationColour WeightsThe dominant colours are Black, Grey and Off White and are to be
used as follows:
BLACK: Primarily for text, backgrounds and main design elements.
GREY: To be used as backgrounds and main design elements.
OFF WHITE: To be used as text on contrasting grey or black
backgrounds or as a background itself.
The secondary colours are to be used as follows:
YELLOW: The primary accent colour works beautifully as a pop of
colour or accent against black or grey backgrounds and text.
BLUE: An occasional accent colour that should be used sparingly and
in contrast to the yellow or off white.
Primary Values
5%
10%
30%
40%
15%
Primary Colours:
Black 40%
Off White 15%
Grey 30%
Accent Colours:
Blue 5%
Yellow 10%
#FEDDOC #F2F1ED#1D1D1D#182129 #000000
16Colour PaletteCMYK & RGB
Damn Fools
#FAFAFC
RGB
250 250
252
C M Y K
1 1 0 0
H X C#F2F1ED
RGB
242
241
237
C M Y K
4 3 5 0
H X C#EAE8DE
RGB
234 232
222
C M Y K
7 6 11 0
H X C#E2DFCF
RGB
226 223
207
C M Y K
11 8 18 0
H X C
#1D2B34
RGB
29
43
52
C M Y K
84 68 56 60
C M Y K
82 70 58 69
C M Y K
79 70 61 76
C M Y K
75 70 63 82
H X C#182129
RGB
24
33
41
H X C#14181E
RGB
20
24
30
H X C#0F0E13
RGB
15
14
19
H X C
#565656
RGB
86
86
86
C M Y K
64 56 55 30
C M Y K
69 62 61 53
C M Y K
72 66 65 76
C M Y K
75 68 67 90
H X C#393939
RGB
57
57
57
H X C#1D1D1D
RGB
29
29
29
H X C#000000
RGB
0
0
0
H X C
#FEDDOC
RGB
254
221
12
C M Y K
2 9 99 0
C M Y K
3 17 98 0
C M Y K
5 29 100 0
C M Y K
7 41 100 0
H X C#F8CD16
RGB
248
205
22
H X C#F1B710
RGB
241
183
16
H X C#EAA00A
RGB
234
160
10
H X C
COLOUR VALUES
OFF WHITE & BEIGE GREY & BLACK
YELLOWBLUE
17Colour PalettePantone Process Uncoated
Damn Fools
Pantone DS2-4UPantone DS2-4U
Pantone DS5-1UPantone DS5-1U
Pantone DS325-2UPantone DS325-2U
Pantone DS325-1UPantone DS325-1U
Pantone DS325-3UPantone DS325-3U
Pantone DS18-2UPantone DS18-2U
Pantone DS26-3UPantone DS26-3U
Pantone DS43-9UPantone DS43-9U
Pantone DS30-9UPantone DS30-9U
Pantone DS67-9UPantone DS67-9U
Pantone DS325-9UPantone DS325-9U
Pantone DS327-1U Pantone DS327-1U
Pantone DS327-1U Pantone DS327-1U
Pantone DS327-1U Pantone DS327-1U
Pantone DS327-1U Pantone DS327-1U
18TypographyTypefaces & Fonts
Damn Fools
LOGO
ALTERNATE HEADER
HEADER
BODY TEXT
DUKE {FILL}
ANTONIO {REGULAR}
ANTONIO {BOLD}
ANTONIO {LIGHT}
ACTOR {REGULAR}
6
THIS IS A HEADERTHIS IS A SUB-HEADER
THIS IS AN ALTERNATE HEADER Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna
aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute tempor incididunt un labore anim.
NUMBERS & HIGHLIGHTS
SUBHEADER
ACTOR {REGULAR}
Damn Fools
19TypographyUsing The Brand Typefaces
The Duke typeface plays an important part in building the Damn
Fools brand. It’s bold, confident and distinct appearance has made it
recognizable and it’s synonomous association with the brand will
continue to grow with time . Due to it’s distinct qualities, it should be
reserved soley for the logo typeface so that it’s affect on the audience
is not diluted or lost. We don’t want it to loose the limelight!
Antonio is a reworking of a traditional advertising sans serif typeface
and the versatile letter forms have been optimized for use as a
webfont. Antonio’s condensed, narrow lines work well as a comple-
mentary typeface to the brand’s logo. Antonio Light should be used
as the primary font for Headers and Headlines in most branding
applications, epecially corporate stationary applications.
Antonio Regular should be used as an alternative to Antonio Light as
a secondary option for Headers and Headlines. It should be used
when legibility might be an issue, which may occur when using white
text on a black or grey background.
Antonio Bold should be used sparingly in order to preserve it’s bold
impact. It is especially suggested for use in highlighting key words,
phrases and numbers. It could also be applied when creating
typographic artwork for the brand.
Actor is a clean and modern san serif typeface that has a strong
x-height. It compliments Antonio as the brand’s primary body text
and balances out the condensed logo and headers. Because of the
strong x-height, it will ALWAYS require a fairly high line spacing. This
font can also be used as a subheader.
Only used for brand logo.
DUKE {FILL}
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {REGULAR}
Highlighting Key Words, Phrases & Numbers.
ANTONIO {BOLD}
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {LIGHT}
Body Text and Sub-Headers.
ACTOR {REGULAR}
Recording live was an interesting excercise for us because you really had to be
like f@#! to prepare, but in the end you had to have faith that everyone would
do their part. There was very little margine for error. Those natural little errors
that give it a human tone are the only room for error that exist.
track and can do as many individual takes
as needed to get your part right, but you
loose that human touch."
OFF THE FLOOR
TAKE 1
Thoughts On Recording Live
Live vs. Modern Recording
“ T h o s e n a t u r a l l i t t l e e r r o r s t h a t g i v e i t a h u m a n t o n e a r e t h e o n l y r o o m f o r e r r o r t h a t e x i s t . ”
112
Off The FloorDamn Fools
02:30
sham
e
Off The FloorDamn Fools
05:08
stor
m
“ T h e r e ’ s a s t o r m t h a t ’ s c o m i n g i n . . .”
“ R e c o r d i n g l i v e i s l i k e p r e p p i n g f o r a g a m e . Yo u h a v e t o s t a r t y o u r m e n t a l p r e p a r a t i o n , w a r m u p a n d t h e n i t ’ s g o t i m e . Yo u g o o u t i n t o t h e r o o m a n d p l a y y o u r h e a r t o u t . A n d h o p e f u l l y
1 12
Damn Fools
Quick GuideFor best results when creating band artwork, editorial or web design, use a grid system to make sure the typography and other design elements are
juxtaposed on angles that have the most impact. This will make the design stand out as being clean, modern and dynamic.
Consistent use and treatment of the typefaces is also extremely important. The kerning, leading, tracking and paragraph alignment of the text all
plays a huge role in the visual identity and perception of the brand. Bellow is an example and quick guide of how to set the type.
20TypographyKerning, Leading, Tracking & Paragraph Alignment
Leading: 15 point | Tracking: 160 | Kerning: Auto | Paragraph Style: Justified
Notes: The justified alignment and wider tracking gives the piece a
deconstructed look that works with the sketch concept art. The leading or
line height should always be fairly high when using Actor as a typeface.
ACTOR {REGULAR} 12 PT
Leading: 29 point | Tracking: 60 | Kerning: Auto | Paragraph Style: Align Left
Notes: The wider tracking makes legibility easier and adds more emphasis.
ANTONIO {LIGHT} 24 PT
Leading: 72 point | Tracking: 0 | Kerning: Auto | Paragraph Style: Align Left
Notes: The tracking may need to be set if Antonio Bold is used with a smaller point size.
ANTONIO {BOLD} 60 PT
Leading: 15 point | Tracking: 30 | Kerning: Auto | Paragraph Style: Align Left
Notes: The tracking should be double the point size to ensure legibility, especially
when using 12 pt or smaller.
ANTONIO {LIGHT} 12 PT
Leading: 14 point | Tracking: 0 (30 for headers) | Kerning: Auto | Paragraph Style:
Align Left
Notes: The leading or line height should always be high, especially when using a smaller
ANTONIO {BOLD} 133 PTLeading: 160 point | Tracking: 0 | Kerning: Auto | Paragraph Style: Align Left
Notes: The tracking may need to be set if Antonio Bold is used with a smaller
point size.
ACTOR {REGULAR} 9 PTRecording live was an interesting excercise for us because you really had to be
like f@#! to prepare, but in the end you had to have faith that everyone would
do their part. There was very little margine for error. Those natural little errors
that give it a human tone are the only room for error that exist.
track and can do as many individual takes
as needed to get your part right, but you
loose that human touch."
OFF THE FLOOR
TAKE 1
Thoughts On Recording Live
Live vs. Modern Recording
“ T h o s e n a t u r a l l i t t l e e r r o r s t h a t g i v e i t a h u m a n t o n e a r e t h e o n l y r o o m f o r e r r o r t h a t e x i s t . ”
112
Off The FloorDamn Fools
02:30
sham
e
Off The FloorDamn Fools
05:08
stor
m
“ T h e r e ’ s a s t o r m t h a t ’ s c o m i n g i n . . .”
“ R e c o r d i n g l i v e i s l i k e p r e p p i n g f o r a g a m e . Yo u h a v e t o s t a r t y o u r m e n t a l p r e p a r a t i o n , w a r m u p a n d t h e n i t ’ s g o t i m e . Yo u g o o u t i n t o t h e r o o m a n d p l a y y o u r h e a r t o u t . A n d h o p e f u l l y
1 12
Leading: 29 point | Tracking: 0 | Kerning: Auto | Paragraph Style: Align Left
Notes: Wider tracking may need to be used if using this font for headers.
ANTONIO {REGULAR} 24 PT
21 Sub Brand Identity & Wordmark
22 Sub Brand Typography
23 Sub Brand Colour Palette
24 Sub Brand Accent Colour Usage
Sub BrandOff The Floor Identity
Damn Fools
Damn Fools
The Formation of the Album Brand & WordmarkOff The Floor, the debut album, was recorded entirely live. The process of recording this way is an integral part of the band’s philosophy and process.
The Damn Fools believe that recording live is like a snap shot in time, which is why the album was aptly titled after the expression, describing the
traditional method of recording, ‘Live Off The Floor.’ This live analogue process was used to inform the creation of the sub brand identity.
The sub brand identity’s focal point hinges on the ‘big idea’ of using sketches and photography as an analogy for the analogue process of creating a
live album. The sub brand visuals all revolve around sketches, which have a similar ‘one take’ approach. Basically you have one take to get it right and
that take is representative of a moment in time. This b(r)and is all about the process and capturing those genuine nostalgic moments. Sharing this
with the fans is essential. They want to feel like they are a part of that process.
The sub brand identity revolves around the wordmark, which is a typeface treatment of Antonio Light. The treatment was created with layers of
brush textures and multiple blending modes to create an imperfect version of the typeface. The little imperfections such as textured edges and
shades of grey represent the human elements found in live recordings.
21Sub Brand IdentityOff The Floor
Off The Floor Typography UsageThe wordmark, which is a typeface treatment of Antonio Light, is to be used on the album cover and all packaging and brand applications related to
or promoting the album. For additional applications, such as additional art work and track listing the album title can appear in the untreated Antonio
typeface. Any of the below font weights may be used and will be applied depending on the needs of the individual application. See below for a quick
and dirty guide to the font weight usage.
22Sub Brand IdentityTypography
Damn Fools
Antonio’s condensed, narrow lines work well as a complementary
typeface to the main brand’s logo. Antonio Light is the typeface used
for the Off The Floor wordmark and can be used for Headers and
Headlines in band artwork and most branding applications, including
corporate stationary applications.
Antonio Regular should be used as an alternative to Antonio Light as
a secondary option for Headers and Headlines in band art and
applications. It should be used when legibility might be an issue,
which may occur when using white text on a black or grey
background.
Antonio Bold should be used sparingly in order to preserve it’s bold
impact. It is especially suggested for use in highlighting key words,
phrases and numbers. It could also be applied when creating
typographic artwork for the brand and is used for the tracklisting of
the album due to it’s boldness and legibility.
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {REGULAR}
Highlighting Key Words, Phrases & Numbers.
ANTONIO {BOLD}
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {LIGHT}
23Sub Brand IdentityColour Palette
Damn Fools
Colour Palette Description Colour ValuesThe colour palette for Off The Floor uses the same achromatic palette
with black, off white and grey being the predominant focus. Pops of
yellow are integrated into the designs as accents.
Black, white and grey provide an edgy contrast while also represent-
ing the black and white film look of analogue photography. The
accent colour provides a bit of electricity to the brand and designs.
.
Suggested ApplicationColour WeightsThe dominant colours are Black, Grey and Off White and are to be
used as follows:
BLACK: Primarily for headers, headlines, body text and design
elements such as sketches and accent graphics.
GREY: To be used largely as backgrounds and main design elements.
OFF WHITE: To be used as text on contrasting grey or black
backgrounds and overlaying photography. Also to be used as
sketches and accent design.
The accent colour yellow to be used as follows:
YELLOW: The primary accent colour works beautifully as a pop of
colour or accent against black or grey backgrounds and text.
Primary Values
5%
10%
30%
40%
15%
Primary Colours:
Black 40%
Off White 10%
Greys 45%
Accent Colours:
Yellow 5%
#FEDDOC #F2F1ED#1D1D1D#575757 #000000
Recording live was an interesting excercise for us because you really had to be
like f@#! to prepare, but in the end you had to have faith that everyone would
do their part. There was very little margine for error. Those natural little errors
that give it a human tone are the only room for error that exist.
track and can do as many individual takes
as needed to get your part right, but you
loose that human touch."
OFF THE FLOOR
TAKE 1
Thoughts On Recording Live
Live vs. Modern Recording
“ T h o s e n a t u r a l l i t t l e e r r o r s t h a t g i v e i t a h u m a n t o n e a r e t h e o n l y r o o m f o r e r r o r t h a t e x i s t . ”
112
Off The FloorDamn Fools
02:30
sham
e
Off The FloorDamn Fools
05:08
stor
m
“ T h e r e ’ s a s t o r m t h a t ’ s c o m i n g i n . . .”
“ R e c o r d i n g l i v e i s l i k e p r e p p i n g f o r a g a m e . Yo u h a v e t o s t a r t y o u r m e n t a l p r e p a r a t i o n , w a r m u p a n d t h e n i t ’ s g o t i m e . Yo u g o o u t i n t o t h e r o o m a n d p l a y y o u r h e a r t o u t . A n d h o p e f u l l y
1 12
24Sub Brand IdentityAccent Colour Usage
Damn Fools
A Not So Mellow Yellow
Correct Usage
Incorrect UsageIncorrect Incorrect Incorrect Incorrect
The bold accent yellow was chosen because of it’s energetic, stimulating and intensly charasmatic feeling. These qualities reflect the b(r)and person-
ality and edgy Rock n Roll style. This Yellow is used as the only accent colour in the branding of the sub brand, Off The Floor. The yellow used is a
bright ‘electric’ yellow, which adds a modern flair to the achromatic ‘old film’ look. On each page, the yellow should not exceed 5% of the total
colours used. It shoud be used in blocks to highlight headers, headlines, quotes and important bits of text. The blocks of yellow should always bleed
off the page or extend to the full length of the block of text. It should not cut off the text in any way and should highlight the full quote or header.
The yellow should always appear in the shape of a rectangle and the text should be aligned left or right and centered. Bellow is an example of the
incorrect and correct usage.
5%
10%
30%
40%
15%
25 Lingo
26 Fan Communication
27 Photography Image Style
28 Photography Sketch Style
29-31 Social Media
32 Web
33 Advertising
34 PR
35-36 Merchandise
37 Corporate Applications
Brand In UseExamples & Applications
Damn Fools
25LingoCommunication Guideline
Tone Of VoiceDon’t over complicate.
Down to earth.
Tell it like it is.
Talk the talk.
Personable & Familiar.
.
Engage Audience
Be Approachable
Inspire Others
Be Passionate
.
Damn Fools
A message is better read when it’s simple to understand.
Be direct and talk the language of the fans. They will appreciate the commonalities between
them and you.
Don’t be afraid of colloquialisms - or should we say - don’t be afraid of plain and simple
language.
Don’t be afraid of using industry or music terms and phrases. You walk the walk, so why not
talk the talk.
Don’t be afraid of showing personality and using humour. A smile or laugh goes a long way.
Language & Tone Example:
Social Media: “Playing at the Sin Bin tonight. We’ll see you there!”
A message is better read when it’s simple to understand.
Be direct and talk the language of the fans. They will appreciate the commonalities between
them and you.
Don’t be afraid of colloquialisms - or should we say - don’t be afraid of plain and simple
language.
Don’t be afraid of using industry or music terms and phrases. You walk the walk, so why not
talk the talk.
Don’t be afraid of showing personality and using humour. A smile or laugh goes a long way.
Language & Tone Example:
Social Media: “Playing at the Sin Bin tonight. We’ll see you there!”
Language The language used throughout all branding materials should be approachable, engaging,
friendly, casual, nostalgic, inspiring and passionate.
The language should engage fans, aid in telling the bands story and make the fans feel like
they belong to a community of like minded people.
The language used in brand applications:
- Packaging & web applications should have an approachable and engaging narrative feel.
- Editorial applications should feel legite like ‘they can talk the talk.”
- Social media should be casual and approachable.
Language Example:
Editorial: “The Damn Fools began their journey, writing songs stemming from the most
vintage of musical idioms: classic rock, blues, soul and southern groove.”
The language used throughout all branding materials should be approachable, engaging,
friendly, casual, nostalgic, inspiring and passionate.
The language should engage fans, aid in telling the bands story and make the fans feel like
they belong to a community of like minded people.
The language used in brand applications:
- Packaging & web applications should have an approachable and engaging narrative feel.
- Editorial applications should feel legite like ‘they can talk the talk.”
- Social media should be casual and approachable.
Language Example:
Editorial: “The Damn Fools began their journey, writing songs stemming from the most
vintage of musical idioms: classic rock, blues, soul and southern groove.”
Our CommunityThe Damn Fools fans are an important part of our community. We want to engage and include them in every way possible. They should feel a close
affinity to the b(r)and and should feel like they are insiders and know the band members. We want to give them intimate insider information and
extra value through the way we engage with them live, through social media, our web presence and the products we offer. Whenever possible, it is
important to provide insight into the recording process, jam sessions and behind the scenes at performances so that our audience feel like friends
and are engaged and want to continue to be a part of the band’s inner circle. Live shows should feel like a house party and the online experience
should feel like the aftermath where friends share insider jokes and funny stories of what happened the previous night.
26Fan CommunicationPart Of Our Inner Circle
Damn Fools
27PhotographyImage Style
Damn Fools
The pictures we use are expressive, show real
emotions and are staged, cropped and/or
eddited for maximum effect.
The photos should be full of personality and
should feel authentic. They should allow the
user to identify with the subject matter. The
personality of each band member should be
celebrated and shared, especially with portrait
or group shots. We want the fans to get to
know us.
Black and White is prefered over colour. The
black and white shots should be processed as if
it were film stock in order to give it an analogue
feel. If colour is used, the saturation and
contrast should be adjusted so that the colours
are not too saturated or distracting.
Consideration should be paid to pairing images.
Never run photos together that depict all the
same camera angles and emotions. The
juxtaposition of images tells a bigger, more
engaging story.
.
The pictures we use are expressive, show real
emotions and are staged, cropped and/or
eddited for maximum effect.
The photos should be full of personality and
should feel authentic. They should allow the
user to identify with the subject matter. The
personality of each band member should be
celebrated and shared, especially with portrait
or group shots. We want the fans to get to
know us.
Black and White is prefered over colour. The
black and white shots should be processed as if
it were film stock in order to give it an analogue
feel. If colour is used, the saturation and
contrast should be adjusted so that the colours
are not too saturated or distracting.
Consideration should be paid to pairing images.
Never run photos together that depict all the
same camera angles and emotions. The
juxtaposition of images tells a bigger, more
engaging story.
.
Portrait & Group
28PhotographySketch Style
Damn Fools
The Off The Floor photographs should always
be in black and white.
The treatment of the photography has added
film grain, sketch overlays in contrasting black
and white, as well as blended and painted
textures.
Each sketch represents an individual ‘take,’ it
may have imperfections, but it gives each
photo a slightly different feel. Each photo
balances the imperfection of the lines with the
percision and perfection of the instrument and
photography.
Consideration should be paid when pairing the
images. Never run photos together that have
the exact same treatment or similar sketch lines
or depict similar camera angles. The juxtaposi-
tion of images should tell a story.
.
The Off The Floor photographs should always
be in black and white.
The treatment of the photography has added
film grain, sketch overlays in contrasting black
and white, as well as blended and painted
textures.
Each sketch represents an individual ‘take,’ it
may have imperfections, but it gives each
photo a slightly different feel. Each photo
balances the imperfection of the lines with the
percision and perfection of the instrument and
photography.
Consideration should be paid when pairing the
images. Never run photos together that have
the exact same treatment or similar sketch lines
or depict similar camera angles. The juxtaposi-
tion of images should tell a story.
.
Sketch Treatment
29Social MediaCommunication Guideline
Damn Fools
Social Media is a powerful tool and one of the best channels with which to engage fans online. Currently our primary online engagement happens
through Facebook, Twitter, Instagram and You Tube. When using SM it is important to uphold the brand name and present a consistent and cohesive
message and look. The photos posted online should be tasteful and should follow the general rules laid out in this guide (page 27 &28). Of course
with social media, not all of the photos can be taken by a professional, however all photos should present the band and the brand in the best light
possible. Consistency is key. The same goes for language. The most important rule is to be casual, friendly, genuine and honest and uphold the brand
values. In the case of special promotions or an album launch, it may be necessary to create SM Skins that promote the product. These should follow
their own sub-brand identity guide, as well as work in a cohesive way with the primary brand. Check out the examples for a general guide.
Social Media is a powerful tool and one of the best channels with which to engage fans online. Currently our primary online engagement happens
through Facebook, Twitter, Instagram and You Tube. When using SM it is important to uphold the brand name and present a consistent and cohesive
message and look. The photos posted online should be tasteful and should follow the general rules laid out in this guide (page 27 &28). Of course
with social media, not all of the photos can be taken by a professional, however all photos should present the band and the brand in the best light
possible. Consistency is key. The same goes for language. The most important rule is to be casual, friendly, genuine and honest and uphold the brand
values. In the case of special promotions or an album launch, it may be necessary to create SM Skins that promote the product. These should follow
their own sub-brand identity guide, as well as work in a cohesive way with the primary brand. Check out the examples for a general guide.
Online Engagement
Black & White
Film Style Photos
Off The Floor Promotion
Social MediaCommunication Guideline
30
Damn Fools
Logo as Profile Icon
Enlarged Profile
Off The Floor
Promotion
Alternate
Profile IconTwitter Skins
31Social MediaCommunication Guideline
Damn Fools
The Twitter, Facebook and Bandcamp all have a cohesive look. The brand and sub-brand are working together to keep a consistent look. Similar
textures, colours and photos are used. The sub-brand, Off The Floor’s sketcy and grungy look is balanced the clean and only slightly textured
photography. The grainy film stock look also matches the sub-brands more gestural analogue look.
The Twitter, Facebook and Bandcamp all have a cohesive look. The brand and sub-brand are working together to keep a consistent look. Similar
textures, colours and photos are used. The sub-brand, Off The Floor’s sketcy and grungy look is balanced the clean and only slightly textured
photography. The grainy film stock look also matches the sub-brands more gestural analogue look.
Upholding the Brand Online
Black & WhiteFilm Style Photos
Off The Floor Promotion
WebGuide To Application
Every band is online, which is why our web presence has to stand out. Aside from live shows, our online presence is the sole channel through which
fans can access our products. The design of our web presence should be consistant through all channels. The layout of each page has to deliver
information in a clear and consise way. The structure should also encourage purchase of our album and other merchandise in a tastefull, non obstruc-
tive manner. Our current web presence, aside from Social Media, includes a Bandcamp Site, which is currently acting as our website. The site is
currently promoting the band’s debut album and follows the sub-brand guideline. In the near future we will also have a rockin website of our own
that will act as our central hub for everything ‘Damn Fools’ related.
.
32
Damn Fools
Web Presence
Bandcamp
AdvertisingConnecting With The Audience
Any online promotions and advertising should lead with
a motivating consumer benefit. The benefit should focus
on the experience that the Damn Fools can provide.
This should be done through a descriptive headline and a
photo or other visual medium that accurately represents
the b(r)and. It should be engaging and full of personality.
CTA’s should be tastefull and avoid abnoxious pop ups or
extra steps for the consumer. They should also be
creative and not just run of the mill... that’s boring.
Always keep in mind the core brand benefits!
.
33
Damn Fools
Live Performance
Extras InsiderDetails
PerformanceOriented
MemorableExperience
Feel Like A Friend
AudienceEngagement
High Quality Recordings
Strategy & Benefits
PRThe Indie Band’s Friend
Advertising can be very useful, but it’s relatively
expensive and not always practical for an indie
rock band. PR can be just as effective and it’s
free! Public Relations is the easiest way to
communicate with consumers at large.
Here are some rules to follow:
1. Approach PR and media relations with an
honest, genuine and open disposition: have
fun, laugh, play and be open, friendly and
cheeky... basically be yourself.
2. Never ignore the media, there’s nothing
wrong with casually admitting “I don’t know.”
You can always tell them that you can find the
answer and get back to them.
3. Always have an EPK and Press Kit ready to go
with copies of the logo (optimized for both
print and web), band bio, photos, posters,
promos, etc.
Pictured is an interview with vancitybuzz, a
successful example of Damn Fools PR.
Read the rest here:
http://www.vancitybuzz.com/2013/07/keloha-
34
Damn Fools
PR Guideline
MerchandisePrimary Brand Extensions
Branded merchandise is an extention of the b(r)and and should follow the guidelines laid out in this manual. Always consider logo usage, colour
palette, language, tone and overal aesthetics and quality. Our merchandise should always be more than just our logo slapped on an item, it should
have meaning and value and should share the band’s story and personality with the audience in creative ways.
.
35
Damn Fools
Branded Merchandise
MerchandisePrimary Brand Extensions Cont’d
The upcoming release of the Special Edition Off The Floor LP is the perfect example. The aesthetics of the packaging were inspired by the band’s
personal journey of recording their first album. The concept art and photography blends precision (clean lines & typography) with imprecision
(gestural drawing, hand made grunge textures & portrait photography), representing the creative challenges that come with recording an album live.
The LP also offers the consumer something extra, such as an editorial style booklet that shares the band’s journey. It offers the fans an inside look
at what it takes to create an album and record live. It includes everything from candid discussions, to insights about the formation of the band, their
recording process, musical idols and the themes and stories behind the songs.
.
36
Damn Fools
Usage
37Corporate ApplicationsExtending The Brand to Corporate Usage
Applications to corporate or novelty items may use either version of the logo and should be judged on a case by case basis. The guide to logo usage
should be consulted to insure the integrity of the brand. The items which you apply the brand to should be chosen with care and should come from
reputable suppliers with high quality products. The items chosen should have relavance to the b(r)and... in other words, don’t just slap a logo on an item
just to have branded items. A branded computer mouse and mouse pad, for instance has little to do with a Rock n Roll band.
If the designer designing your merchandise does not provide printing instructions, printers will be of great importance. Find a printer and make them
your friends! They will be the difference maker in bringing an awesome design to life by helping you chose the right card stock, printing techniques and
ink choice.
Damn Fools
Quick Guide
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