Identity Standard Manual

LOGO USAGE

THE PARIS BRAND

THE BRAND ELEMENTS

THE BRAND APPLICATIONS

BRAND OBJECTIVE

KEY WORDS

VISUAL BOARDS

GRAPHIC IDENTITY

TYPOGRAPHY SETTING

LOGO GUIDLINES

COLOUR PALETTE

IMAGERY STYLE

WRITING LANGUAGE

STATIONERY SYSTEM

SAMPLE APPLICATIONS

POSTERS

WEBSITE

SIGNAGE EXTENSION

01

02

03

01THE BRAND ELEMENTS

LOGO USAGE

BRAND OBJECTIVE

GRAPHIC IDENTITY

LOGO GUIDLINES

Our brand identity is central to our

communications plan and through

it we seek to convey an accurate

sense of what makes Paris unique.

These guidelines have been

produced to help you understand

the brand values and to apply our

brand identity consistently.

Brand Objective

9Paris

Identity Brand

Our new brand isdistinctive,credible, sustainable.

Welcoming,Sociable,Witty,Genuine

Optimistic,Determined,Dynamic,Vibrant

- a confident and contemporary

European city

- a quality leisure and business

tourism destination

- a competitive place for companies

to locate and grow their business

- a great place to live

- a place that attracts and retains talent

- a magnet for world-leading research

and innovation

11Paris

Identity Brand

The Brand Elements

Graphic Identity

paris

paris paris

paris

paris

paris

The graphic identity is the visual

interpretation of our brand. It projects

Belfast’s energy and optimism and

acts as the heart of the city, reflect-

ing its warm and welcoming nature.

These guidelines demonstrate

how the graphic identity can be used

and sets out rules to ensure that it is

applied consistently.

13Paris

Identity Brand

Logo UsageAn exclusion zone is in place to make sure that other graphic

material or type does not interfere or detract from the identity.

This exclusion zone should also be the minimum when position-

ing the identity close to the edge of a page or trim area.

The zone equates to a space that uses the width or height of ‘P’

as shown below. This is the recommended minimum area,

wherever possible allow more space.

The Brand Elements

15Paris

Identity Brand

Correct Incorrect

Don’t stretch unproportionalyKeeping with correct ratio

Only orientations are upright and vericaly upward

Don’t rotate in any orientation

Don’t applying any background or borders.Use solid white to reverse-out logo

Logo GuidelineThese guidelines demonstrate

how the graphic identity can be used

and sets out rules to ensure that it is

applied consistently.

V V

V

VV

V

The Brand Elements

v

A city’s brand is anextension of its reputationfor every aspect of city life.The brand’s value will beenhanced by the positiveexperiences of citizens,investors, visitors and allthose observing Parisfrom a distance.

THE PARIS BRAND 02BRAND OBJECTIVE

KEY WORDS

VISUAL BOARDS

TYPOGRAPHY SETTING

COLOUR PALETTE

IMAGERY STYLE

WRITING LANGUAGE

21Paris

Identity Brand

Typographic Setting

The Paris Brand

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

Helvetica Light

Helvetica Bold

Helvetica Medium

Bodoni

abcde fgh i jk lmnopqrs tuvwxyz

The typeface ‘Bodoni’ has been selected to

accompany the new identity. For setting text, use

the primary typeface Helvetica Neue. There are

three weights available to give flexibility and impact.

Colour Palette

paris paris

paris parisparis

paris

The Paris Brand

23Paris

Identity Brand

A pa le t te o f 6 ma in co lou rs and 12 t i n t s ex i s t s fo r t he i den t i t y. The logo can be rep roduced in any o f t hese co lou rs as showned be low.

C _ 0 0 0 M _ 0 9 6 Y _ 0 2 1 K _ 0 0 0

R _ 2 0 4 G _ 0 4 0 B _ 1 1 8

# _ C C 2 8 7 6

C _ 0 0 0 M _ 0 2 0 Y _ 0 8 3 K _ 0 0 0

R _ 2 4 2 G _ 2 0 3 B _ 0 8 2

# _ F 2 C B 5 2

C _ 0 0 0 M _ 0 9 6 Y _ 0 2 1 K _ 0 0 0

R _ 2 0 4 G _ 0 4 0 B _ 1 1 8

# _ C C 2 8 7 6

C _ 0 7 3 M _ 0 1 3 Y _ 0 0 8 K _ 0 0 0

R _ 0 9 6 G _ 1 6 8 B _ 2 1 0

# _ 6 0 A 8 D 2

C _ 0 6 0 M _ 0 8 1 Y _ 0 0 0 K _ 0 0 0

R _ 1 1 3 G _ 0 8 1 B _ 1 5 7

# _ 7 1 5 1 9 D

C _ 0 4 0 M _ 0 9 9 Y _ 0 2 5 K _ 0 0 4

R _ 1 3 7 G _ 0 4 0 B _ 1 1 1

# _ 8 9 2 8 6 F

27Paris

Identity Brand

Visual Board One

Eiffel Tower

Landmark

Memorable

Awe

Inspiring

Spectacular

Romance

Love

Passion

Memories

Experiences

Lights

Shine

Sparkly

Colour

Bright

Elegant

Night

The Paris Brand

29Paris

Identity Brand

Visual Board Two

Eiffel Tower

Landmark

Memorable

Awe

Inspiring

Spectacular

Romance

Love

Passion

Memories

Experiences

Lights

Shine

Sparkly

Colour

Bright

Elegant

Night

The Paris Brand

31Paris

Identity Brand

Visual Board Three

Eiffel Tower

Landmark

Memorable

Awe

Inspiring

Spectacular

Romance

Love

Passion

Memories

Experiences

Lights

Shine

Sparkly

Colour

Bright

Elegant

Night

The Paris Brand

Creative photography ofParis and its people is apowerful media to captureand communicate the brand’s key attributes,challenging viewers toreconsider previously held opinions of the city. These guidelines apply to images of Belfast at work,rest or play.

35Paris

Identity Brand

Imagery Style

The Paris Brand

Measure the image quality itself against the brand attributes - vibrant, dynamic, inspiring. Like the city itself, nothing about the images should be common-place. Photography is a key element of the Paris brand identity. A mix of images comprising place, people and events can form a storyboard full of unique references that differentiate our city.

37Paris

Identity Brand

Imagery Style

V V V

V VVV

V

Blurry Empty and desolated Lack action and movement Negative conotation

Grunge / Dirty Texture No special effect filters Desaturated and lifeless Too busy, Hectic and Chaotic

Imagery Style

The Paris Brand

Images should go beyond the “tourist lens view” to provide new perspectives to engage andinspire the target audience.

The

THE BRAND APPLICATIONSSTATIONERY SYSTEM

SAMPLE APPLICATIONS

POSTERS

WEBSITE

03SIGNAGE EXTENSION

41Paris

Identity Brand

Stationery System

The Brand Applications

The stationery system should be consistencwith the identity brand and use appropriatedlyas shown in the examples.

43Paris

Identity Brand

Public transportation signage system;Bus, Taxi, Metro, Airport, & Ferry.

Signage Extention

The Brand Applications

5 additional logo is to be used for public trans-portation. Notice the colors are devired from the main color paletes.

47Paris

Identity Brand

Sample Applications

The Brand Applications

Here are some examples of the new identity in action. These images reflect the flexibility of the identity and how it can appeal to different view

49Paris

Identity Brand

The Brand Applications

Sample Applications

51Paris

Identity Brand

The Brand Applications

Sample Applications

55Paris

Identity Brand

The Brand Applications

Sample Applications

57Paris

Identity Brand

The Brand Applications

Sample Applications

59Paris

Identity Brand

Environmental PosterThese series of three posters were

created to show the essense of the city

and building upon the idea of the brand.

The Brand Applications

61Paris

Identity Brand

The Brand Applications

Environmental PosterM-real USA Corp. is proud to announce

Duffy & Partners is the winner of the

prestigious Zandi Award. This Zandi

Award for Best of Show was given for

The Bahamas Brand Book entry which

was awarded for outstanding design and

print quality in the graphic arts.