Branding Elements

Designed by Matt Toles

TABLE OF CONTENTSMission Statement.................................................Logo.......................................................................Design Motifs.........................................................Color Scheme.......................................................Type Faces............................................................Photo Themes.......................................................Business Stationary...............................................Signage.................................................................Collateral..............................................................Web Page.............................................................Mobile App...........................................................Commercial..........................................................

3 4 8101214161822242830

MISSION STATEMENTLoft Recording is a place for all musicians to affordablyturn their musical ideas into shareable records that you can be proud of. We encorporate the best of old and new technology to help our clients find whatever sound they are looking for.

Our tag line “Let’s make a classic” makes people feellike anything is possible.

03

LOGOOur logo has a classic, organic feel that is reminiscent to the style in which we first started recording music. Matched with the vibrant blue, this logo is fun, recognizable, and perfectly simple.

This is how the logo will be seen in most applications.

This is how the logo will be seen in black and white applications.

01

02

04

01 02

05

PROPER USE

IMPROPER USE

Less is more. Logo may be placed on background with subtle details.

Do not change the colors of the logo.

Do not change or distort the logo.

Do not remove pieces of the logo.

06

LOGO SPACINGOn an eight by eight grid, there should always be one full row around the diameter of the circle. For example, a logo with a six inch circle requires atleast an inch of space around the circle.

07

DESIGN MOTIFSOur design motifs encompass the versatility of Loft Recording. For Loft it is important that people are aware of our new, and old techniques and mentalities

The Soundwave motif represents the technological , modern side of Loft.

The hand-drawn musical images remindpeople of the do it by hand mentalitythat inspires many musician’s sound.

01

02

08

EQUIPMENT

01 02

09

COLOR SCHEME

01 02Jet BlackCMYK 00/00/00/100RGB 0/0/0Hex #000000

Electric BlueCMYK 70/15/00/00RGB 41/170/226Hex #20AAE2

03 04Snow WhiteCMYK 00/00/00/00RGB 255/255/255Hex #FFFFFF

Vintage RedCMYK 17/98/93/7RGB 193/39/45Hex #C1272D

05Stone GreyCMYK 27/21/21/00RGB 188/188/188Hex #BCBCBC

Our choice of color expresses vibrance and creativity, much in the way we operate at Loft!

10

01

03

02

0504

11

TYPE FACES

AaABCDEFGHIJKLMNOPQRSTVWXYZ1234567890

HaettenschweilerHaettenschweiler will be used for most all headings and our go to bold font for important information. Almost always shown in all capitols.

12

AaCentury Gothic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Century Gothic will be used for all body copy on the web, printed media, and all other applications.

Century Gothic Bold

Century Gothic Bold Italic

Century Gothic Italic

13

PHOTO THEMES

During recording,a studio is a musician’s 2nd home.The Imagery used in all things Loft will reflect the warm, facilitating environment that we provide here. Also, it doesnt hurt to show off all the equipment that every musician at one point in his or her life has only dreamed of. People have a good time in our studio. We want people to see that.

14

15

BUSINESS STATIONARY Every business should put their mark on all stationary. Business cards are an iconic way of making contacts with future clients and people who could potentially benefit the company. All business cards and envelopes are standard size.

16

Loft Recording48 Dellwood Pl. Cheektowaga, NY 14225

Let’s make a Classic.

Phone: 716-894-337448 Dellwood Pl. Cheektowaga, NY

Sound Engineer

Business Cards

Envelopes

17

SIGNAGEAll of Loft’s signage, both interior and exterior, will be done very simply and very tastefully. The storefront will contain the name and tagline. The awning will be the Electric Blue color used on the logo with the logo on the window. The billboard will contain the logo, alternate tagline and phone number. Just enough information for someone to remember. The logo will be put in various places throughout the studio.

18

STORE FRONT

19

BILLBOARD

20

CONTROL ROOM

21

COLLATERAL

Who doesn’t like free stuff! Not only does giving things away please clients, it’s a good way to get more people to see the Loft Recording logo.

01

03

02

Guitar PicksAsk any guitarist,you can never have too many picks.

StickersStickers are great formsof advertising and musicians have many places to put them.

Flash DrivesNeed to transfer song files? No problem! Snag a free Loft Recordingflash drive.

22

01

0302

23

WEB PAGEAny business in today’s day and age needs a web presense that is fun and easy to use, nice to look at,and fully functional through out. Our website will do just that. All the information a potential client might need about our business can be found. A live twitter feed will be updated periodically throughout the day on the right and a music player plays the tunes of past and pres-ent bands that have used the wonderful LoftRecording facility.

24

HOME ABOUT US EQUIPMENT BOOK ASESSION

Making some beautiful sounds today!

LoftRecords716

2 hours ago

RADIO

LoftRecords716

3 days ago

Music just isnt the same today as it used to be

0:00 3:23

CONTACT

The Wavy Jim BandMore Than Eyes

Welcome to the Official Loft Recording webpage

25

ABOUT US BOOK ASESSION

Making some beautiful sounds today!

LoftRecords716

2 hours ago

RADIO

LoftRecords716

3 days ago

Music just isnt the same today as it used to be

0:00 3:23

CONTACTHOME EQUIPMENT

EQUIPMENTCONTROL ROOM GEAR

CONSOLE - German made Audio Engineering 56 channel x 24, transformerless, sweepable EQ, 8 AUX sends, 12 sub groups, 640 point TT patchbay, SMPTE based Mega Mix AutomationDirect Interface - 32 Channels of electronically balanced rack mounted direct boxes wired directly into main TT patchbay for quick set up to any of YOUR outside gear

MICROPHONES - Neumann U47, Neumann U87, AKG C414EB (2), AKG 451 IB (2), AKG 224E, Sennheiser 421, Shure SM81, Shure SM57, Shure Stereo MS Pattern, Groove Tube MD -1 tube mic & MD -2 tube mic - both with tube power supply, Audio Technica 4030A, Shure Vintage, AEA R84 Ribbon

STUDIO ROOM GEAR

STUDIO DRUM SET & PERCUSSION - Sonar 5-piece set with Paiste ride and crash cymbals, Zildjian Hi/hat, Pure Tone acoustic gates and Assortment of Percussion Instruments

STUDIO GUITARS - Fender Strat, G&L Bass with EMG pickups and Acoustic 6 string

KEYBOARDS- Kurzweil K2000S library of sounds, Kimball 5' Acoustic Baby Grand Piano

GUITAR AMPS/PREAMPS & SPEAKERS - Trio Groove Tube Pre-amp with Rocktron 150 watt amp and Bag End speaker cabinet with 1-12 EV, Pearce G2X, Tube Works Blue Tube, Groove Tube SP1 BASS pre-amp with parametrix EQ, Limiter and Exciter, SAN AMP DI box

The Wavy Jim BandMore Than Eyes

Making some beautiful sounds today!

LoftRecords716

2 hours ago

LoftRecords716

3 days ago

Music just isnt the same today as it used to be

26

ABOUT USBOOK A

SESSION

Making some beautiful sounds today!

LoftRecords716

2 hours ago

RADIO

LoftRecords716

3 days ago

Music just isnt the same today as it used to be

0:00 3:23

CONTACTHOME

BOOK A SESSIONSun ThursWedTuesMon Fri Sat

2 3 4 5 6

9 10 11 12

16 17 18 19

7 8

23

14 15

20 21 22

24 25 26 27 28 29

30 31

13

1

C L O S E D F O R H O L I D A Y S ! ! ! ! !

! ! ! ! ! ! ! ! ! ! ! ! !

December 2012

BOOKED

OPEN

Call to schedule your session

EQUIPMENT

The Wavy Jim BandMore Than Eyes

Making some beautiful sounds today!

LoftRecords716

2 hours ago

LoftRecords716

3 days ago

Music just isnt the same today as it used to be

27

MOBILE APP

Music requires the proper equipment just like any other craft. The Loft Recording Mobile Equipment Guide allows users to choose a genre of music and an instrument and find all of the equipment that is relevant to that genre.

01

03

02

This is the app’s home screen where the user sets the parameters. The drop menu has many choices.

This screen shows the results. The user scrolls down to view the different choices. Subgenres of each instrument are shown at the bottom.

Clicking the i button brings the user to a small written description of the equipment.-

28

EQUIPMENT GUIDE

Select your instrument and desired genre to find the

right gear for you!

Instrument

Genre

BLUESGUITAR

Fender Strat

Guitars Amps Pedels Strings

i

BLUESGUITAR

Fender Strat

Guitars Amps Pedels Strings

XThe Fender Strat is a historicalguitar. It is a very versitile guitarcapable of many genres, including blues. The Fender Strat Roadhouse is an especially good blues guitar. Perhaps its the single coil pick ups or the amazing

01 02 03

29

COMMERCIALThe idea for our commercial is based on the success of the classic Will Ferrel cowbell SNL skit. While a calming song plays you hear a man’s voice say “At Loft Recording, we are all about finding that perfect sound. When it cuts to the man playing cowbell the song will stop and the man will say, ”Whatever you may think that sound is.”

30

Let’s make a classic

STORY BOARD

31