Vive art U Brand Guidelines

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    Problem

    The Latino student population in the Academy of Art University doesn’t have a website where they can find information about the events, networking, resources, and extra curriculum activities that appeal to the Latino culture.

    Niche Market

    Latinos students of Academy of Art University San Francisco

    Target Market

    The Hispanic/Latino community in the U.S. is very diverse, including people from many different nations and regions of the world.

    After experimenting with different type faces, I chose Oleo Script Swash and Corbert for the logo. The high contrast make them a perfect pair that complement each other without fighting for attention.

    Corbert

    A geometric sans serif typeface influenced by Bauhaus and the early modernist era. Precise circles are optically adjusted to create a clear, natural typeface with great legibility. Details include 540 characters with alternative lowercase a, e and g, 5 variations of numerals, manually edited kerning and Open-type features.

    Bookman Old Style

    Bookman or Bookman Old Style, is a serif typeface. A wide, legible design that is slightly bolder than most body text faces, Bookman has been used for both display typography and for printing at small sizes such as in trade printing, and less commonly for body text. In advertising use it is particularly associated with the graphic design of the 1960s and 1970s, when revivals of it were very popular.

    Oleo Script Swash

    Oleo is a flowy yet legible non-connected script typeface. It is perfect for situations where a quaint and casual lettering effect is desired. Suitable for various typography contexts including captions, headlines, packaging, invitations, cards, posters, advertising, greeting cards, and book jackets.

    Open Sans

    Open Sans is a humanist sans serif typeface designed by Steve Matteson, Type Director of Ascender Corp. This version contains the complete 897 character set, which includes the standard ISO Latin 1, Latin CE, Greek and Cyrillic character sets. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. A few condensed styles are also available.

    Hierarchy

    Since our target market is exclusively the Academy of Art Latino students, I chose the same color palette as the academy.

    Black

    RGB: 0/0/0
    HEX: #000000
    CMYK: 40/0/0/100
    Pantone Black

    RAL: 9005
    NCS: S 9000-N
    Avery 900: 901

    3M Scotchcal: SC 50-12 Black
    (vehicle lettering)

    White

    RGB: 255/255/255
    HEX: #ffffff
    CMYK: 0/0/0/0

    RAL: 9010
    NCS: S 0500-N
    Avery 900: 900

    3M Scotchcal: SC 50-10 White
    (vehicle lettering)

    Rojo Vivo

    RGB: 237/26/45
    HEX: #ED1A2D
    CMYK: 0/100/100/00
    Pantone 1788C

    RAL: 3028
    NCS: S 0580-Y90R
    Avery 900: 906

    3M Scotchcal: SC 50-475
    (vehicle lettering)

    Ramp Palette

    I wanted to create a dynamic logo where the simplicity was the key. Also, I want the logo to identified itself with the Latino culture. The upside-down or inverted exclamation marks are unique of Spanish language.

    Logo Evolution

    Since I want the typeface to be the logo itself, I did a lot of explorations in order to find the right font pairing.

    Usage

    To ensure that the viveArtU brand looks as professional and consistent as possible, please follow the rules and guidelines around usage detailed in this section

    Incorrect Use

    The logo should only be used as described on previous sections.
    These are some common incorrect usages we should try to avoid.

    Clearspace

    The logo needs to be surrounded by an area of uninterrupted clear space to allow legibility and prominence in all communications.

    Clear space is the non-print area surrounding the logo. Wherever possible, apply more clear space than the minimum specified.

    The viveArtU logo is the key identifier of the brand and should be as consistent as possible.
    This section demonstrates when to use which logo, as well as rules around how to use them.

    Urban Marketing combine with on-line campaigns is great for targeting younger consumers.