vivid brand book

Vivid Magazine

Brand Ident i ty Guidel ines

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We are a vibrant magazine dedicated to finding and sharing the hottest and

up-to-date art, fashion and music worldwide, one city at a time. Our goal is to

excite our readers and inspire them to explore the creative world. Our brand is

truly unique and easily stands out with our colorful persona. It is extremely

important for our brand to communicate our passion without losing who we are.

This is a guide with the correct usage of our brand elements. Because Vivid is a

print publication, the way we look is key to our brand image. We take great care

when using our logo, layouts and typography.

We are thrilled to invite you into the Vivid brand. After following our guide to set

the ground work, we encourage you to play with and inject creativity wherever

possible. And remember to have fun!

Let ter f rom the Ed i tors

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Tab le of Contents

Brand

Philosophy...................................................................06

Positioning.................................................................. 08

Attributes.................................................................... 10

Target Audience............................................................12

Our Words

Tagline.........................................................................14

Tone of Voice................................................................16

Copy Guidelines........................................................... 18

Color

Color Palette................................................................20

Logo

Vivid Logos..................................................................22

Clear Space................................................................. 24

Minimum Size..............................................................26

Primary Colors............................................................. 28

Alternative Colors........................................................ 30

Background Colors.......................................................32

Vivid Cloud Colors........................................................34

Logo on Photography....................................................36

Logo Don’ts................................................................. 38

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Typeface

Primary......................................................................40

Secondary.................................................................. 41

Layouts

Cover.........................................................................42

Content..................................................................... 48

Imagery..................................................................... 50

Communications

Business Cards...........................................................52

Stationery..................................................................54

Internet

Website.....................................................................56

iPhone Application..................................................... 58

Web Banners............................................................. 60

Advertising

Print..........................................................................62

Outdoor.....................................................................64

Shelf Space................................................................66

Vivid Lounge..............................................................68

Events.......................................................................70

Vivid Coasters........................................................... 72

T-shirts......................................................................74

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Brand Phi losophy

Vivid has its finger on the pulse of art , fashion and music in metropolitan

areas around the world. Our style is fashionable yet quirky, aiming to make

life more colorful. We are the friend that you turn to for updates on the hottest

new bar, boutique or artist in town. Vivid brings out the true colors of those

around us, helping our readers to not only discover the world around them,

but themselves as well.

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Juxtapose IDN NylonLow Brow

Music

Fashion

Art

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Brand Posi t ion ing

Vivid covers an uncharted market. We are a higher-priced magazine with an

intellectual twist that is often missed by our counterparts. Vivid offers a

unique international perspective on cities and their hidden treasures of art,

fashion and music. We share experiences from a point of view that is enticing

to a youthful and inquisitive target audience who thrive on creative culture.

Wal lpaper VoguePol ish

W

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Brand At t r ibu tes

creative

cultured

vibrant

energetic

modern

witty

chic

current

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24-32yr o lds

Lives an urban l i festyle

Values what an object represents

Spends $150 on a n ight out

MAC user

Target Audience

Viv id readers are ear ly adapters who

set trends then break them. They value

experiences and what an object represents.

They are eager to explore the world around

them from a point of view that is as curious

a s t h e i r ow n . T h i s i n d e p e n d e n t a n d

resourceful group use Vivid as a go-to for

their city adventures.

Spends $150-$160 on jeans

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Tagl ine

Vivid is very passionate about the creative

world. Our dedication and curiosity drives

us to comb through major metropolitan

areas around the world in search of the

latest and greatest. We exist to encourage

and inspire exploration. It is only natural

for our tagline to be:

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“Explore Creative Culture.”

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Tone of Voice

Engaging: We speak with a v ibrant

charm that’s pleasing to your creative

palette, bringing you the latest trends

to hit the art, fashion and music scene.

Playful: The world is our creative

playground. We can’t wait to let

you in on all of its secrets.

Our tone of voice is: p layful , engaging, upbeat and honest.

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Upbeat: Our vivid colors exude a

cheerful, bright and optimistic feel,

so it ’s only natural to sound as

energetic and colorful as we look. Honest: Like a friend, we are real,

honest and give it to you straight.

We only share things that are worth

talk ing about and know that you

would appreciate.

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Vivid speaks with a conversational

voice. We are talking to intelligent and

cultured people. We never want to

offend them by sounding patronizing

or lecturing.

We use everyday language as if we

are talking to a fr iend. We l ike to

evoke excitement and passion without

overwhelming our readers with big and

confusing words. Our brand attributes

should always be ingrained in our

minds so we never lose sight of who

we are when communicating to others.

Quick Reference Guide:

•Use a conversational tone

•Avoid using big and ambiguous words

•Use ‘current’ language

•Always refer to our brand attributes

Copy Guide l ines

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Color Pa let te

Our signature Vivid colors are inspired by the vibrant energy of city life.

The playful names reflect different elements found in metropolitan areas.

Taxi

CMYK 0/10/88/0

RGB 255/200/54

Pantone 7404c

Skyscraper

CMYK 60/10/0/0

RGB 83/183/232

Pantone 298c

Cosmopolitan

CMYK 0/87/12/0

RGB 238/70/138

Pantone 205c

V.I.P.

CMYK 70/93/0/0

RGB 109/58/150

Pantone 526c

Asphalt

CMYK 0/0/0/75

RGB 99/100/102

Pantone cool gray 11c

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Vivid Logo

The Vivid logo is depicted in two ways:

The Viv id Type Logo and the Viv id

Cloud Logo.

The Vivid Cloud Logo combines the

Vivid Type Logo with an i l lustrated

g r a p h i c t h a t p o r t r a y s e a c h c i t y

skyline that we feature (e.g. The SF

issue will have the SF skyline).

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Vivid Type Logo

Vivid Cloud Logo

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x

1/4x1/4x

1/4x1/4x

x

1/4x1/4x

1/4x1/4x

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C lear Space

The Vivid Type Logo should be kept clear of competing text, images and

graphics. It must be surrounded on all sides by an adequate clear space

—a space equal to 1/4 times the perimeter of the logo.

The Vivid Cloud Logo must also be surrounded on all sides by an adequate

clear space—a space equal to 1/4 times the perimeter of the logo.

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Minimum S ize

The Vivid Type Logo can be sized down to a minimum of 1.25”.

The Vivid Cloud Logo can be sized down to a minimum of 2”.

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1.25 ” 1.25 ”

2”

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Taxi

CMYK 0/10/88/0

RGB 255/200/54

Pantone 7404c

Skyscraper

CMYK 60/10/0/0

RGB 83/183/232

Pantone 298c

Cosmopolitan

CMYK 0/87/12/0

RGB 238/70/138

Pantone 205c

V.I.P.

CMYK 70/93/0/0

RGB 109/58/150

Pantone 526c

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Pr imary Co lors

The primary colors for the Vivid logos are:

Taxi, Skyscraper, Cosmopolitan and V.I .P.

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Alternat ive Co lors

When the primary colors cannot be used, the Vivid logos can be

substituted by black, Asphalt (gray) or white.

Black

CMYK 0/0/0/100

RGB 35/31/32

Pantone Hexachrome Black C

Asphalt

CMYK 0/0/0/75

RGB 99/100/102

Pantone Cool Gray 11C

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Background Co lors

The preferred background colors for the Vivid Type Logo

are Taxi, Skyscraper, Cosmopolitan and V.I.P. The Vivid logo

should always be black when used on these backgrounds.

Alternately, a black background can be used when the Vivid

logos are in their primary colors.

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Viv id C loud Co lors

The preferred colors for the Vivid cloud are Taxi, Skyscraper, Cosmopolitan and

V.I.P. The city name should always be the same color as the Vivid cloud and

within the letter “D” of the Vivid Type Logo.

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Logo on Photography

The Vivid logos can be in the primary colors, as well as black or white

when used on a photographic background. Because images vary in color,

the Vivid logos must contrast strongly against the background.

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Logo Don’ ts

The Vivid logos should always be

clear and legible. When using the

logos on imagery, they should

stand out and not compete with

the background.

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The two elements: the Vivid

Type Logo and the graphic

cloud may never be the same

primary color. Each element

of the Vivid logo must be

in ON E pr imary color.

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Pr imary Typeface

BazoukLightSSi is our primary typeface. It sets a

modern, fashionable and well-distinguished tone

for Vivid. Avoid using this typeface to build

headlines in spreads because i t wil l l imit the

creative use of typography in the magazine.

BazoukLightSSiABCDeFGhIJkLMNoPqrSTuVWxyzabcdefghijklmnopqrstuvwxyz1234567890

BazoukSSi (Regular)ABCdEfghijkLMnoPqRSTuVwxyzabcdefghijklmnopqrstuvwxyz1234567890

BazoukSSi (Bold)aBcdefghijklmnopqrStuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

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Secondary Typeface

MetaPlus sets a confident tone to compliment the sleek

and sophisticated primary typeface. This too should

not be used in headlines or spreads.

MetaPlusBook-Roman aBcdefghijklMnoPqRstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusBook-Italic aBcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusBlack-Roman aBcdefghijklMnoPqRstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusBlack-Italic aBcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusNormal-Roman ABCDEFGHIjKLMNOPQRSTVWxYzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusNormal-Italic abcdefghIjklMNoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusMedium-RomanabcdefghijklMnoPqRstvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusMedium-ItalicabcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusBold-RomanabcdefghijklMnoPqRstvwxyzabcdefghijklmnopqrstuvwxyz1234567890

MetaPlusBold-ItalicaBcdefghIjklMnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

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y

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Cover LayoutThe Vivid Cloud Logo should always appear on the top right area of the page.

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Content Layout

Each layout is unique and is specif ical ly designed for i ts ar t ic le .

We encourage artful typography and engaging images that complement

the content in a meaningful way.

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Imagery

Vivid images are characterized by their vibrancy. They

tell a unique story in a compelling and unconventional

manner. They should compliment the subject and bolster

the subject’s creative contributions.

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Business Cards

Unless an employee is from a specific city that has their own design, all

other employees will have the universal skyline.

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Stat ionery

The universal skyline design is used on our stationery

and comes in our primary Vivid colors.

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Websi te

Our website is an extension of our magazine and uses horizontal navigation to

set us apart from the norm. We’ve created an interactive space through

live feeds, blogs and social media sites. We’re able to show exclusive

footage from our events, as well as live interviews with artists, designers

and musicians. Our website also serves as a medium for people from all

over the world to exchange their creative ideas. We not only welcome this

exchange, but encourage it.

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iPhone Appl i ca t ion

The Vivid iPhone application makes it fun and easy for users to follow

our most recent discoveries around the world. Users not only

get the latest scoop on our events, but are instantly connected to

our live news feeds, blogs and social media sites.

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Web Banners

Our web banners should capture the attention of internet users and spark their

curiosity to explore our website. Because the web is fast-paced and constantly

changing, a new web campaign is implemented every six months.

Our web banners are interactive and instantly demonstrate Vivid’s knowledge of

creative culture.

Frame 1: The user is invited to explore

their city by typing in a letter.

Frame 2: The user types in the letter

“P”. A bul l ’s eye appears and the

skyline moves out of the scene.

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Fra m e 3 : S ince the user typed in “P”,

the Percy G al lery in Chicago appears.

F r a m e 4 : T h e u s e r c a n b u y t h e

magazine on newsstands, subscribe,

or visit Vivid’s website.

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Pr int Ads

In this campaign, our bright Vivid couch symbolizes an open invitation to read

our magazine and investigate creativity around the world.

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outdoor Ambient

V i v i d i s a d o o r w a y t o a c o l o r f u l

w o n d e r l a n d t h a t i s w a i t i n g t o b e

explored. In areas where foot traffic

is high, building doors are converted

into our magazine covers.

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To stand out from competing magazines and continue brand recognition,

our shelf space includes the distinctive Vivid Type Logo.

Shel f Space

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Every lounge can be spotted at major airports around the world.

We invite travelers to kick back and experience our magazine

and website. Our lounge offers every issue we’ve published for

visitors to read and gain inspiration.

Vivid Lounge

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Events

Our events are the best way to get the full Vivid experience.

We host events ranging from underground Dj battles to fashion

shows. We are everywhere creativity thrives. You can also find us

at speakeasies and rooftop parties that light up city skies.

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www.viv idmagaz ine .com

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Vivid Coasters

Vivid coasters are designed for guests to use at our events.

A Vivid map of the cities we feature are printed on the front.

T h e s e m a p s h i g h l i g h t t h e e ve n t s , p l a c e s a n d Vi v i d

recommended sights. The Vivid Cloud Logo and website are

on the back.

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T-sh i r ts

Vivid t-shirts are given out at events to generate product and brand recognition.

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Conc lus ion

Be Vivid. Have fun.

www.viv idmagaz ine .com