canopy event design

basic system

06 general description

08 company name: canopy

10 symbol concept

12 symbol

16 alternate symbols

18 brandmark

20 logotype

22 secondary typeface: memphis

24 scale change

26 clear space

28 color palette

30 prohibitions

32 exceptions

application system

36 icons

40 website

canopys party

54 customized elements

56 glassware

58 modular seating

60 illuminated bar

62 coasters

68 invitation + business cards

76 packaging

90 exit show

process work

100 brandmark sketches

104 3D sketchbook

Canopy is an event design firm that specializes in creating custom three-dimensional designs for highly tailored cocktail parties.

Canopy Event Design

Not many event planning companies focus on graphic design, and those

that do typically do not excel in both arenas. Even fewer, if any at all, specialize

in creating custom three-dimensional elements that are unique to each event.

At Canopy we do it all, designing highly tailored and sophisticated cocktail

parties that are modern yet timeless, functional yet exquisite. Taking both

the client, venue, and purpose of the party into account, the designers and

planners work seamlessly together to make the event both an unforgettable

experience for your guests and an effortless process for you.

Basic System | 7

Canopy Event Design

Basic System | 9

The name Canopy derives from a combination of meanings. For example,

canopy is defined as a physical tent, like those that outdoor parties are

frequently held under. In nature, canopy is another name for the sky, as in

the skys the limit, a motto we at Canopy fully endorse. Futhermore, canopy

can mean a cover formed by branches of trees, a definition that relates to

the founders last name, Treen, which literally means made of wood. Finally,

canopy is defined as all-encompassing, and at our firm, we do it all.

Canopy Event Design

Founded in New Orleans by sisters and graphic design professionals Alli and

Rachel Treen, Canopys focuses on achieving a contemporary aesthetic with a

dash of traditionalism in all realms of design. As a result, the logo for the compa-

ny is imbued with these ideals. The modern, yet classic hexagonal form is made

up of a tent-like structure on the top and a martini glass shape below, as both

decorative shelter and cocktails are essential to a great party. The hexagonal

shape also reinforces the all-encompassing nature of our firm, and the six points

highlight the main categories of customization we provide: furniture, lighting,

tableware, packaging, paper, and decor.

Basic System | 11

outline version

Canopy Event Design

The Canopy symbol is a visual representation of the company; therefore, each aspect of the artwork was designed to maintain consistency with the companys goals of elegant sophistication and modernism with a lighthearted twist.

Considerations: The weight of the outline stroke is heavy enough to maintain prominence at all scales and sizes, but not so thick that it losses refinement. Furthermore, the rounded corners and endpoints evoke a friendly feeling while the wave-like shape adds dynamism to the hexagonal framework. This combination of movement and structure is important because while successful events rely on rigid organization, they are also meant to be lively.

Usage: This basic outline version should be used whenever the logo is to appear in black and white or one color. Its minimalist form makes it suitable for less decorative applications.*

*See invitation and poster series on pages 38-53.

Basic System | 13

Canopy Event Design

fill version

This version of the symbol emphasizes the representation of a martini glass in

the bottom half of the artwork. By filling in the empty, trapped space with a light-

er color and shifting the fill down, viewers are more likely to make the

connection between a cocktail and the bottom half of the symbol. The fill

also adds greater stability to the tent-like structure above.

Usage: This is the primary version of the symbol, and therefore it should

be used before the outline version whenever applicable and appropriate.

Basic System | 15

created specifically for use on the

champagne flutes package design (pgs 66-7)

to mimic the appearance of bubbles.

Note: If you have an idea for an alternate

symbol, please contact the designers;

do not try to create it on your own.

Canopy Event Design

created to mimic the appearance

of ring lines in a tree. Use it

sparingly and appropriately.

Basic System | 17

Canopy Event Design

The brandmark is a combination of the Canopy symbol and logotype, a

semibold version of Nicholas Garners 2011 typeface Central that was designed

specifically for the company. Central was chosen for its rounded, sans serif

structure that mimics the shape and feel of the symbol. The crossbar of the A

in canopy (as well as the H in the alphabet) was reconstructed from the origi-

nal typeface to create an arch like a canopy.

The elements of the brandmark and the ideals it encompasses are applied to the

companys collateral material and to the three-dimensional elements designed

for Canopys cocktail party. To see these pieces, please refer to the Application

System section beginning on page 34.

Note: The color of the logotype should always match the color of

the symbol outline.

Basic System | 19

semi-bold created specifically

for Canopy by Alli Treen. Used

primarily as a display typeface.

arched crossbar

to reinforce

canopy shape

arched crossbar

to reinforce

canopy shape

addition of arm for

increased legibility

Canopy Event Design

Central by Nicholas Garner

Central Light

Central Medi-

Central Bold

abcdefghijklmnopqrstuvwxyz

0123456789!?@#$%^&_(*)[-]{+}=.,;:/|\


0123456789!?@#$%^&_

(*)[-]{+}=.,;:/|\


0123456789!?@#$%^&_

(*)[-]{+}=.,;:/|\

Basic System | 21

Memphis Light

Memphis Medi-

Memphis Bold

Memphis Extra Bold

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9



0 1 2 3 4 5 6 7 8 9



0 1 2 3 4 5 6 7 8 9

ABCDEFGHI JKLMNOPQRSTUVWXYZabcde fgh i j k lmnopqr s t uvwxyz0123456789

Canopy Event Design

The friendly slab serif Memphis, designed by Dr. Rudolph Wolf in 1929, was a

clear choice to compliment Central as a secondary typeface. In ABCs of Type,

Allan Haley describes Memphis as a sturdy typeface that provides the clarity of

a sans serif with the readability of a serif. The weight variety Memphis provides

is perfect for both small blocks of copy and display applications.

Basic System | 23

Note: By 30.25% the brandmark is

too small to include the logotype

and inner fill color, so remove them.

30.25% 50% 70.5% 100%

Canopy Event Design

141% 200%

Basic System | 25

xx

x

x

xx

xx

4x

4x

Canopy Event Design

Note: x = 1/4 the width of the symbol

To maximize the brandmarks appearance and legibility, it is imperative to leave

a certain amount of breathing room around the artwork. This minimum area,

x, is defined by the illustration to the left. The distance marked x represents

one-forth of the width of the symbol. No graphic elements, such as text and

imagery, should be placed within this space.

Basic System | 27

primary colors

secondary colors

tertiary colors

CMYK 2 / 4 / 93 / 0 CMYK 0 / 27 / 95 / 0 CMYK 0 / 54 / 90 / 0 CMYK 37 / 4 / 100 / 0 CMYK 64 / 4 / 99 / 0 CMYK 65 / 0 / 4 / 0

CMYK 68 / 0 / 69 / 40 CMYK 45 / 0 / 33 / 0

70% of secondary

secondary w/K=50

Canopy Event Design

Primary: After some trial and error, the green and teal shown to the left were

chosen to represent Canopys primary identity. Both colors represent nature,

life, and vivacity, all of which allude to the natural definition of Canopy and

emphasize the characteristics of a fabulous party. The dark green is appropriate

for textual elements, while the light green is suitable for decorative accents and

holds up nicely when tinted.

Secondary: This bright palette compliments Canopys primary colors, adding

fresh flavors to lively aura while maintaining a certain sophistication. The vari-

ous hues are balanced by their similarity in value to promote cohesiveness.

Tertiary: These tints and shades were created to provide contrast to the second-

ary colors for the icon categories that are illustrated in the application section.

Basic System | 29

1.

2.

3.

CANOPY

6.

5.

4.

Canopy Event Design

To maintain consistency throughout the identity application, it is essential

that the brandmark is never severely altered. On the left are a few examples

of what not to do. These rules apply to the symbol and to any alternative

configurations of the artwork.

1. Do not distort or stretch.

2. Do not outline.

3. Do not place on a multicolored background.

4. Do not replace the logotype with any other typeface.

5. Do not use a drop shadow, gradient or any other effects.

6. Do not knock out or place on a background color that does not

provide enough contrast.

Basic System | 31

SET OF 2 CLEAR ACRYLIC FLUTES

description: champagne flutes are iconically classy, so be sure to add these to your cart if youre having a black-tie affair. Thinking about customizing them? Take a look at the glasses we designed for

Canopys inagural cocktail party in our portfolio tab!

materials: clear acrylic or glass

ADD TO CART

CUSTOMIZE

1.

2.

Canopy Event Design

From time to time, rules can be slightly overlooked for the sake of creativity.

Two such examples are illustrated to the left.

1. Champagne Flute Packaging

Rule broken: Clear space around the symbol

Why its okay: The symbol is being used as a decorative, pattern-like element to

mimic champagne bubbles. Hint: do not go overboard with symbol patterns.

2. Arrows (for the website and coasters)

Rule broken: Breaking down the symbol into parts

Why its okay: Though this rule is not clearly stated, it should be pretty obvious

that the brandmark should not be separated into parts. However, the artwork

here is not being used to represent the brand; instead, it is intended to add an

unexpected touch of cohesiveness to the expansion of the identity.

Note: sometimes it is difficult to know where to draw the line between creative

exceptions and downright wrong, so when in doubt, stick to the rules.

Basic System | 33

furniture lighting tableware

packaging paper decor

Canopy Event Design

These six icons represent the main categories of custom three-dimensional

design Canopy provides: furniture, lighting, tableware, packaging, paper, and

decor. Originally created for the shopping cart feature of Canopys website, the

icons have become secondary symbols for the company. Their simple and iconic

artwork maintains the same stylistic principles used in Canopys brandmark

design. The icons are used in a variety of identity applications, and we hope

to expand the collection to include all subcategories of the main six groups

in the future.

Application System | 37

interior fill

reflection

Canopy curvex-height

6 pt. line

Canopy Event Design

To maintain consistency, each icon was created with a 6 pt. line weight to reach

the same vertical height (though some adjustments were made after the fact

for visual symmetry and cohesion). The icons also have an interior fill that was

shifted to create a reflection-like white space that mimics the fill and space of

Canopys symbol. When applicable to the shape of the icon, the curve in

Canopys symbol was used in the icons line work to increase the connection

between the icons to the original symbol.


lighting icon

In todays highly digital and fast-paced society, it is important for people to

accomplish things online. For this reason, our website not only provides

viewers with information about the company and a portfolio of events, it also

allows customers to shop for their party, creating a sort of invoice for an

upcoming event. This intuitive and interactive website is something that no oth-

er company like ours offers, and we think our clients, who strive for ease

and cohesiveness with their event, will appreciate the user-friendly interface

in conjunction with our exceptional customer service.


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Canopy Event Design

homepage

VIEW CART

555 Magazine Street New Orleans, Louisiana 70005tel: 504-390-3100 email: [email protected]

2012 Copyright All Rights Reserved

Canopy is an event design firm that specializes in creating custom three-dimensional designs

for highly tailored cocktail parties.

custom design categories


rollover effect

rotating banner

VIEW CART



Canopy is an event design firm that specializes in creating custom three-dimensional designs

for highly tailored cocktail parties.

custom design categories

full length homepage

Canopy Event Design



WHO WE ARE

WHAT WE DO

WHY US

We design and plan every aspect of your event with outstanding attention to detail and qual-ity. Our elegantly modern asesthetic and uniquely creative approach to custom event design in all demininsions will make your party unlike any other. Not to mention, our easy to use online shopping cart feature will allow you to start planning your event right away.

WHATS IN THE NAME

Canopy is a New Orleans-based event planning and design firm founded by graphic design

professionals (and sisters!) Alli Treen and Rachel Treen Turnage.

Not many event planning companies also focus on graphic design, and those that do

typically do not excel in both arenas. Even fewer, if any at all, specialize in creating custom

three-dimensional elements that are unique to each event. At Canopy we do it all, designing

highly tailored and sophisticated cocktail parties that are modern yet timeless, functional yet

exquisite. Taking both the client, venue, and reason for the party into account, the designers

and planners work seamlessly together to make the event both an unforgettable experience

for your guests and an effortless process for you.

We design and plan every aspect of your event with outstanding attention to detail and

quality. Our elegantly modern aesthetic and uniquely creative approach to custom event

design in all dimensions will make your party unlike any other. Not to mention, our easy to

use online shopping cart feature will allow you to start planning your event right away.

Click on the GET STARTED tab above to find out more.

Quite a lot actually. The name canopy derives from a combination of meanings. Canopy can

mean a physical tent, like those that outdoor parties are frequently held under. In nature,

canopy is another name for the sky, like the skys the limit, a motto we at Canopy fully

endorse. Additionally, a canopy is a cover formed by branches of trees, a definition that

relates to the founders last name, Treen, which literally means made of wood. Finally,

canopy means all-encompassing, and at our firm, we do it all.

Alli Treen Co-Founder & [email protected]

Rachel Treen TurnageCo-Founder & [email protected]

Pretty much anything. Weve umbrellaed most party essentials under six broad categories

to help make sense of things. These categories are illustrated by the icons below and include

furniture, lighting, tableware, packaging, paper, and decor design. At Canopy, we like a chal-

lenge, so hit us with all your out-of-this-world ideas and together we can brainstorm ways to

make your dreams a reality. For in the end, our goal is always the same, to make your party as

unique and cohesive as possible.

ABOUT page




Step 1: Fill in the Blanks Tableware

DishwareADD TO CART CUSTOMIZE

Place CardsADD TO CART CUSTOMIZE

LinensADD TO CART CUSTOMIZE

UtensilsADD TO CART CUSTOMIZE

GlasswareADD TO CART CUSTOMIZE



Step 2: Start Shopping

GET STARTED pages

Canopy Event Design

description: champagne flutes are iconically classy, so be sure to add these to your cart if youre having a black-tie affair. Thinking about customizing them? Take a look at the glasses we designed for

Canopys inagural cocktail party in our portfolio tab!

materials: clear acrylic or glass

ADD TO CART

CUSTOMIZE

GET STARTED shapping feature


tableware icons

Canopy Event Design

glassware icons


glassware icons

Canopy Event Design

The purpose of Canopys inaugural cocktail party is to introduce guests and

potential clients to the vast spectrum of design and planning services Canopy

offers. This series of posters illustrates the custom three-dimensional designs cre-

ated for the event. Each elementthe glassware, modular seating, and illuminat-

ed barreflects the curvilinear shape of the Canopy logo, thereby strengthening

the visual identity of the company and enhancing the cohesiveness of the party.

posters: 16 23.5

Canopys Party | 55

Canopy Event Design

Canopys Party | 57

Canopy Event Design

Canopys Party | 59

Canopy Event Design

Canopys Party | 61

To make the rim of the glasses, I placed two of the bottom halves of the Canopy

symbol side by side on a page, printed and cut them out, and taped them in a

cone-like shape. I then photographed the paper models at different angles and

picked three that worked best together. The images above are the three I chose.

To create the shape of the modular seating, I rotated the entire bottom half of

the Canopy symbol so that one side became parallel to the ground. After some

minor adjustments, I cut the shape out of foam several times, took two identical

pieces, and glued a strip of foam between them to create the three-dimensional

structure of the chair. I then folded and glued a piece of paper to the chair to act

as the shape of the cushion. After making several chairs, I attached two together

to create a bench and arranged the model furniture with a foam table to create

a unit. I photographed them at different angles to achieve the desired perspec-

tive for the poster design.

To create the shape of the bar, I rotated the curve of the Canopys symbol so

that I was perpendicular to the ground. I then copied this curve and flipped

it over the vertical axis to create a mirror image; this defined the outer shape

of the structure. After meticulous calculations, I cut 18 circles of varying

diameters out of foam and hung them at equal increments on two pieces

of wire. I then used clear acetate to create the glass bar surrounding the

hanging circular shelf structure. I photographed the model at various angles

in a foam core box I built to house it.

Canopy Event Design

Canopys inagural cocktail party

This multi-part invitation was designed for Canopys inaugural cocktail party at

The Arbor Room of New Orleans City Park. It is made up of a wooden base and

RVSP / business card that are sewn together to hold a paper insert in place.

Canopys Party | 69

Canopys inagural cocktail party

wooden base: 3.75 8.5

Canopy Event Design

The base of the invitation is double sided and contains the primary

information for the cocktail party. The back side is revealed once the RSVP

card and map are removed.

The purpose of the wooden material is to highlight the venue for the event, The

Arbor Room of New Orleans City Park, an area surrounded by gorgeous oak

trees. Additionally, the medium reinforces the natural definition of canopy as

a cover formed by leaves and matches the custom wooden seating designed

for the event (see pages 58-9).

Canopys Party | 71

RSVP / Business Card

2 3.75

Canopy Event Design

Canopys Party | 73

of

The Arbor Room

618

Mirabeau

Robert E

. Lee

Desaix

Harrison

Filmore

618

City Park Ave

Wis

ner

Orl

ean

s A

ve

Ma

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i

of

At Canopy, we can custom design just about

anything to make your party unique. Below are

our six main categories of party essentials with a

few examples to get your wheels turning.

dishware glassware linensplace cards utensils

cards coasters envelopes + lining invitations menus signs wrapping paper

hanging LED structures projected imagery standing tabletop

seating storage tables

candles curtains fabric flowers mirrors pillows sculptures wall art

bags bottles boxes cans cartons jars pouches

Canopy Event Design

Map of City Park + Menu of What We Offer

2.75 8.5

The location of the

event is denoted by

the Canopy symbol.

This menu

introduces guests to the

customization services

Canopy offers.

75

These coasters were designed for use at Canopys cocktail party. On one

side of each coaster is an icon representing one of the six main categories of

three-dimensional customization Canopy provides, while the other side is a

signature that varies based on the name of that icon. The coasters bright and

minimal design is consistent with Canopys identity and is intended to evoke

both interest and intrigue, encouraging guests to learn more about the various

specialities Canopy offers.

4 4

Canopys Party | 63

furniture + lighting

front and back

Canopy Event Design

tableware + package

front and back

Canopys Party | 65

paper + decor

front and back

Canopy Event Design

Canopy Event Design

front and back

Canopys Party | 67

Canopys Party | 77

These curvaceous and colorful boxes are meant to hold Canopys specially

designed glassware. They also serve as favors for the cocktail party guests as

well as gifts to new clients. The outer shape of the package is defined by the

same curve as Canopys symbol and the view from the side of the box mimics

the shape of the illuminated bar. Furthermore, when placed side by side, the

slope of the lines on the front of the boxes lines up to produce the Canopy curve.

set of 26 oz. each

dishwasher safe

SET OF 2 CLEAR ACRYLIC GLASSES

At Canopy, we know partys can sometimes get a little rowdy. Thats why weve designed these sturdy plastic glasses so you never have to worry about broken glass again. But these glasses are more than just practical, theyre sleak and beautiful just like the event we are

thrilled to begin planning for you. So heres to you and to the fabulous event we will create together! CHEERS!


set of 26 oz. each

dishwasher safe




set of 26 oz. each

dishwasher safe




front

8.5 4.5 x 11

Canopy Event Design

set of 26 oz. each

dishwasher safe




back

8.5 4.5 x 11

Canopys Party | 79

At Canopy, we know parties can sometimes get a littlerowdy. Thats why weve designed there sturdy plastic

glasses so you never have to worry about a broken glass again. But these Glasses are more than just practical,theyre sleek and beautiful just like the event we are


set of 2

6 oz. each

dishwasher safe

set of 26 oz. each

dishwasher safe




template layout

Canopy Event Design

At Canopy, we know parties can sometimes get a littlerowdy. Thats why weve designed there sturdy plastic

glasses so you never have to worry about a broken glass again. But these Glasses are more than just practical,theyre sleek and beautiful just like the event we are


set of 2

6 oz. each

dishwasher safe

multiple viewpoints

Canopys Party | 81


front

7 3.5 x 11

Canopy Event Design


At Canopy, we know partys can sometimes get a little rowdy. Thats why weve designed these sturdy plastic glasses so you never have to worry about broken glass

again. But these flutes are more than just practical, theyre sleak and beautiful just like the event we are


set of 26 oz. each

dishwasher safe

back

7 3.5 x 11

Canopys Party | 83


At Canopy, we know partys can sometimes get a little rowdy. Thats why weve designed these sturdy plastic glasses so you never have to worry about broken glass

again. But these flutes are more than just practical, theyre sleak and beautiful just like the event we are


set of 26 oz. each

dishwasher safe

template layout

Canopy Event Design

multuple viewpoints

Canopys Party | 85


front

10 5 x 11

Canopy Event Design



set of 26 oz. each

dishwasher safe

back

10 5 x 11

Canopys Party | 87



set of 26 oz. each

dishwasher safe


template layout

Canopy Event Design

multiple viewpoints

Canopys Party | 89

Now more than ever, the field of graphic design is changing and expanding

to include a vast spectrum of abilities and specialties. No longer are designers

constricted to traditional print and digital media; they are visionaries with a

multitude of talents that go far beyond the computer screen. I wanted to

emphasize this transition in my show by applying the graphic design principles

Ive learned to industrial, environmental, and furniture design for events.

The show highlights the final three-dimensional designs with a series of six

posters mounted above a 10 ft. freestanding bar that I built to display the

packaging, coasters, invitation, and website designed for Canopy Event Design.

Canopys Party | 93

Canopy Event Design

Canopys Party | 95

Canopy Event Design

Canopys Party | 97

CANOPY

CANO-

CANOPY

EVENT

CANOPY

DESI

GNEVENT

EVENT

CANOPY

anopyanopy

Canopy Event Design

Canopys Party | 101

CANOPYEVENT

DESIGN

E V E N T | D E S I G N

E V E N T | D E S I G N F I R M

Canopy Event Design

I put a lot of thought into the three-dimensional designs I wanted to create for

Canopys inaugural cocktail party, and this sketch book illustrates my thought

process. The pages explore design concepts for chairs, couches, benches,

lighting fixtures, glassware, bars, stools, liquor bottles, and tables. Some ideas

are more thought out and refined than others, but all serve their purpose in

helping me discover which solutions worked best for the show.

Canopys Party | 105

canopy event design

Documents

canopy event designnot

canopy event designfounded

event design firm

event planning companies

hexagonal shape

realms of design

tailored cocktail parties

sophisticated cocktail