CONTENT & DESIGNby Elyse Exposito

about the coverIt features the Christ the Redeemer statue located in Rio de Janeiro, Brazil. The Jesus Christ figure is considered the largest Art Deco statue in the world and located at the peak of the 2,300 foot Corcovado mountain in the Tijuca Forest National Park. The statue was a major influence in creating Rio de Janeiro’s logo.

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INTRODUCTION

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marklogotypesignature

signature in reversesignature variations

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COLOR

TYPOGRAPHY

SIGNATURE USAGE

alignmentlogotype placementexclusive space

CONTENTS

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IMPROPER USAGE

colortypeface

alignmentdistortion

addition + removal

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STATIONARY

letterheadfax sheetenvelopebusiness cardREPRODUCIBLE ART

CONCLUSION

Rio carnival parade dancer

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INTRODUCTION

This standards manual has been designed to provide consistency regarding the use of the Rio de Janeiro logo for the city of Rio de Janeiro (or Rio) located in Brazil. The logo is designed to establish a strong and instantly recognizable identity for the city of Rio. It will be used by the fictional TourRio company to promote tourism in Rio. It was commissioned to better promote Rio as a strong tourism destination and an economically vibrant region. Brand recognition and strong identity can only be achieved through the consistent application of this logo and its parts—the proper use of the logo is strongly encouraged.

It is requested that the following standards be adhered to at all times when using the Rio logo for TourRio print and digital pieces, for various purposes in domestic and international outlets.

client Rio de Janeiro • for TourRio

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INTRODUCTION

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COMPONENTS

mark

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color black and white

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This mark graphically depicts Rio’s spirit and its illustration of fun, form, and faith as indicated was the inspiration on page 5. As a mark, its purpose is to generate a strong identity for Rio when complemented with TourRio’s use. The color choice of Rio Yellow was chosen because of its upbeat and spirited personality. The mark is to be represented as shown below, which is always in a fixed relationship.

The two parts are the intersecting yellow distressed crossbars that are outwardly extended and slightly tilted depicting hope and symbolizing the posture of the iconic Rio Christ the Redeemer statue. When combined, the distressed crossbars are perpendicular to another and created a recognizable mark. It is imperative to reproduce this mark as shown below only.

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COMPONENTS

logotype

The special style for the letters “rio de janeiro” is referred to as a logotype. The logo is the core element in Rio’s visual identity system. It’s relative size, positioning, and color treatments are governed by the rules in this guide. Illustrating Rio’s celebratory and modern feel is shown by the logotype’s slight 6 degree tilt, which will be elaborated on in part two of this standards manual. Note that the logotype is the official name of one of Brazil’s largest and most popular cities, so its spelling and typeface must be accurate.

The typeface must be Dona Joana Bold, which was designed specifically and exclusively for Rio’s use. It showcases sultry curvilinear lines balanced with the humility of miniscule letterforms.

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logo

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rio de janeirorotate

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typeface

Dona Joana Bold

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COMPONENTS

signature

The main signature treatments for the Rio logo is shown below. There are two versions because of the signature’s unique white typeface design. When reproduced it is important to accurately showcase the signature in only these two treatments. Any other treatments will dilute the signature in the public spectrum. The signature is to be treated as artwork and not typography. For this unique reason it is important to reproduce the signature in its entirety as shown below.

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COMPONENTS

signature in reverse

Although this is the not the preferred color option for the signature, if it must be represented in reverse the following options are the only suitable ones. The signature is best represented in full color. Reversing the signature must only be utilized in dire constraints, such as low budget printing, fax sheet, etc. Black and color options are shown below. Again, this is not the preferred color options for reproduction.

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black and white version 1

black and white version 2

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COMPONENTS

signature variations

Due to the signature’s unique center placement, the variations entail cropping options as opposed to the traditional stacked and horizontal signature options. In the event of cropping, there are four recommended signature variations for the logo. In fact, cropping of the logo is encourage when it can be executed properly. The cropping effect adds to the dynamic and modern style of the logo.

Please note the four cropping variations require strict adherence so as not to compromise the signature and mark.

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top left crop top right crop

bottom left crop bottom right crop

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Rio favela community

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SIGNATURE USAGE

alignmentlogotype placementexclusive space

for print

Pantone 012 CMYK 0, 10, 95, 0

for print

Pantone 415 CMYK 0, 0, 0, 60

for web

RGB 255, 222, 23HEX FFFF66

for web

RGB 147, 149, 152HEX CCCCCC

COLOR

A consistent image is vital to building Rio’s brand identity with TourRio. For this reason, Rio Yellow or Pantone 012 is the color of choice for the mark and related parts. The mark should never appear as a tint, it should always remain a solid flat color field. To ensure the unified look that is so vital to building Rio’s brand identity, it is important to reproduce the color in the mark and its pieces as accurately as possible in all print and digital applications.

Please note: PANTONE® is a registered trademark of Pantone, Inc.

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TYPOGRAPHY

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Unique, fresh, and humble typography was developed to give Rio a strong style that contributes to shaping its vibrant identity in Brazil. The Dona Joana typeface has been created exclusively for Rio as the primary typeface and only this customized font combined with the logomark should be used in all print and digital applications. It echoes handwriting, demonstrates a free-spirited lifestyle, and was inspired by graffiti and murals in Rio.

dona joana regular

30 pt.

30 pt.

dona joana bold

abcdeefghijklmnopqrstuvwxyzABCDEEFGHIJKLMNOP QRST UVW XYZ1234567890

abcdeefghijklmnopqrstuvwxyzABCDEEFGHIJKLMNOP QRST UVW XYZ1234567890{

Dona Joana Typeface

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abcdeefghijklmnopqrstuvwxyzABCDEEFGHIJKLMNOPQRSTUVWXYZ1234567890

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The typography for Rio’s collateral pieces is Calibri—chosen for its rounded forms and humble yet bubbly disposition. This typeface is only used for the information provided on TourRio business cards, fax sheets, letterheads, and envelopes. It aids in communicating the essence of the Rio logomark and contrasts nicely to the typeface Dona Joana’s curvy soft appearance.

calibri regular

abcdeefghijklmnopqrstuvwxyzABCDEEFGHIJKLMNOPQRSTUVWXYZ1234567890 30 pt.

30 pt.

calibri bold

{

TYPOGRAPHY continued

Calibri Typeface

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Precise alignment of the signature is effective in communicating the message the logomark was created for, which is Rio’s vibrant essence and premier tourism destination. The proper alignment is illustrated below and shows the centered alignment of text on the two distressed crossbars. It is important to note the exact measurements of the alignment as the logo itself is purposefully tilted 6 degrees.

SIGNATURE USAGE

alignment

top

left

Note center alignment on horizontal distressed crossbar.

unit of measure is equivalent to height of lowercase “i”

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The primary choice placement for the logotype is on a white background. When that is not available it should be placed—in its entirety—on either a solid background or appropriate image. The logotype exists to promote the essence of Rio and promote tourism, so sometimes images related to Rio are acceptable. Bleeding, cropping, or resizing the logotype is also accepted.

SIGNATURE USAGE

logotype placement

When a solid white background is not an option, a solid black background can be used for the signature placement. No other colors should be substituted.

When appropriate and approved, images can be used as a background for the signature’s placement. The image must be appropriate to Rio and have cool palette.

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As one of the most important pieces of intellectual property Rio owns, the Rio logo must be protected through proper use. To communicate most effectively, a minimum amount of space is to be left clear of all extraneous elements; including, but not limited to graphics, letters, and images. In no instance should a line of text or any other visual element overlay the logo. The protection zone specifications are proportionate to the logo and are derived from the height and width of a circle illustrated below. This exclusive space is to be strictly adhered to so the Rio logo is not compromised.

SIGNATURE USAGE

exclusive space

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unit of measure is equivalent to height of lowercase “i”

Mural reflecting unity in Rio

favela

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IMPROPER USAGE

colortypeface

alignmentdistortion

addition + removal

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IMPROPER USAGE

color

don’t alter opacitydo use 100 % opacity

don’t replace mark colordo use Pantone specified color

don’t fill text with patternsdo use solid white for text color

The proper colors are outlined in detailed on page 13. Under no circumstances should the colors be altered in way. This will only tarnish and confuse viewers of the Rio logo and its identity. The following are common improper color mistakes that might occur when reproducing the Rio logo. They are an example of what not to do and should be avoided at all costs.

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Under no circumstances should the typeface or signature be altered. Its letterforms, size, color, weight, spacing, and placement should be represented accurately as shown in this standards manual. The following illustrations show what not to do when preparing the typeface for print and digital pieces. Accurately reproduction is imperative in positively building brand identity and awareness.

IMPROPER USAGE

typeface

rio de janeiro

RIO DE JANEIRO

rio de janeiro

don’t substitute other fontsdo only use Dona Joana Bold

don’t use all caps do use only lowercase

don’t shear or use italic type do only use Dona Joana Bold

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Proper alignment for the logo is essential in Rio’s identity and TourRio’s brand recognition when promoting Rio as a tourist destination. The following illustrations indicate some of the incorrect distressed crossbar treatments. Accurate distressed crossbar alignment is crucial to the essence of Rio because it was inspired by the iconic Christ the Redeemer statue.

IMPROPER USAGE

alignment

don’t reconfigure the mark’s elementsdo use proper crossbar intersection

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Advanced software has made it easy to alter and distort graphics by applying filters, special effects, color and/or shape combinations. This is strictly forbidden. The impact of this logo is dependent upon consistent representation. It must be used accordingly due to the large number of impressions that it will accrue in the public spectrum. Any distortion to the shape of this logo will reduce its impact, and can, over time, defeat its purpose. Below are illustrations of some obvious distortions. Resist the urge to distort the logo in any capacity.

IMPROPER USAGE

distortion

don’t alter the width of crossbarsdo use vertical stroke width of 2 pt.

don’t apply different stroke stylesdo use Chalk - Blunt stroke style in AI

don’t apply effects to logodo show logo with only solid colors

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The addition and/or removal of any graphic or image elements are not permitted. The mark and signature should always be represented in their entirety and in a fixed relationship. It should only be reproduced with the those elements at all times. Any addition and/or removal of elements only delude the logo and its brand identity for Rio and TourRio usage for print and digital applications.

IMPROPER USAGE

addition + removal

don’t remove any crossbarsdo use crossbars in fixed relationship

don’t add images to backgrounddo keep background solid white

don’t remove any words or lettersdo use the official Rio de Janeiro spelling

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Rio central police station

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STATIONARY

letterheadfax sheetenvelopebusiness cardREPRODUCIBLE ART

CONCLUSION

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Actual size of letterhead is 8.5 inches by 11 inches and will be printed on high-quality 80# bright white paper. The below depiction is not shown at full size, but accurately represents core design elements that relate to Rio’s logomark and branding.

STATIONARY

letterhead

RUA GUILHERMINA GUINLE, 27222270 060 RIO DE JANEIRO, RJ

p 21 55 2266 9750

f 21 55 2286 7272

tourrio.gov

front: 50% original size

size

8.5” x 11”

1. logomark

Cropped upper leftAfter “Rio” bleeds onto back.86” from top of page

2. phone and fax text

14 x 26 Calibri roman, flush left, 60% gray with “p” and “f” in Patone 012.26” from logomark bottom

3. website

21 x 26 Calibri roman, flush left, lc, 60% gray

4. address l ine 140 x 30 Calibri roman, justified, uc, 60% gray6” from website baseline.26” from left and right of page

5. address l ine 240 x 30 Calibri bold, justified, uc, 60% gray.26” from left, right, and bottom of page

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A unique feature about this letterhead is its dynamic bleed to the back of the letterhead which showcases the Rio logomark in cropped format. The letterhead should only be used when this element can be reproduced in a high-quality and accurate representation.

STATIONARY

letterhead continued

TourRio

back: 50% original size

6. logomark

Bleed onto backCropped at top right

7. tourrio text

40 Calibri roman, + 50 kerning, flush left, 60% gray5” from logomark bottom.26” from left and bottom of page

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urgent

review

comment

reply

fax tofrom

addressRUA GUILHERMINA GUINLE, 27222270 060 RIO DE JANEIRO, RJ

phone21 55 2266 9750

fax 21 55 2286 7272

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This fax sheet was designed with various printers, ink, and paper in mind. It can be easily reproduced or scanned while still retaining Rio’s brand identity. The size is not shown to scale and is actually 8.5 inches by 11 inches when accurately reproduced and represented.

STATIONARY

fax sheet

front: 50% original size

size

8.5” x 11”

1. fax text

80 Calibri Bold, lc, flush left, 100% black1.1” from top and left of page

2. to and from text

18 x 11 Calibri Bold, lc, flush left, 100% black.31” from fax text

3. category text

14 x 32 Calibri Italic, lc, flush right, 100% black.52” under fax text

4. logomark

Reversed logomark.40” from left and bottom of page4.1” from bottom of category text

5. contact header text

16 x 12 Calibri Bold, lc, flush left, 100% black8” from top of page

6. contact text

12 x 14 Calibri roman, flush left, 100% black

7. address text

12 x 14 Calibri roman, uc, flush left, 100% black

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In keeping in-line with Rio’s clean and modern collateral, the envelope follows suit with its design elements. The illustration below is not shown at full scale, but again, core elements are depicted for reproduction.

STATIONARY

envelope

TourRio | RUA GUILHERMINA GUINLE, 272 | 22270 060 RIO DE JANEIRO, RJ

front: 50% original size

size

4.125” x 9.5”

1. logomark

Cropped at top left6.5” from right of envelope

2. tourrio text

14 Calibri roman, flush left, 60% gray.23” from left and bottom of page2” from bottom of logomark

3. street text

14 Calibri roman, uc, 60% gray

2. city text

14 Calibri Bold, uc, 60% gray

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card

Shown in its true size, the business card is 3.5 inches by 2 inches and printed on white 90# cardstock paper. The font and back work as a unit to accurately convey Rio’s brand identity.

STATIONARY

business card

Raul Santos | santos@tourrio.gov

TourRio

back: 100% original size

front: 100% original size

size

2.5” x 3”

1. logomark

Cropped and bleed at four sides

contact text

8 Calibri roman, flush left, 60% gray.24” from bottom.1” from right side

3. text

12 Calibri roman, center, 60% gray.94” from top and bottom1.49” from left and right

note: bleed

Pantone 012

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The logomark is designed for the great majority of uses. Below are three reproducible sizes for print and web. The exact measurements are listed for accurate reproduction. In the majority of reproduction cases it is encouraged to use the largest logomark measurement, but if that is not feasible the smaller sizes are acceptable. Measurements are provided below in both inches and pixel format.

REPRODUCIBLE ART

logomark sizes

4 inches x 2 inches

300 x 150 pixels

2 inches x 1 inch

150 x 75 pixels

1.3 inches x .73 inches

97 x 54 pixels

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As illustrated through this comprehensive standards manual are the various ways to and not to represent Rio’s logomark. The stringent guidelines are to be adhered to when used from print and digital applications through Rio and TourRio’s use for promoting and branding the city of Rio. These specifications were specifically designed by graphic designer Elyse Exposito and should not be altered.

CONCLUSION

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Christ the Redeemer statue

in Rio