BRAND IDENTITY AND IMAGE SYSTEM guidelines

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1 BRAND IDENTITY AND IMAGE SYSTEM guidelines makemusic finale smartmusic

2 TABLE OF contents MAKEMUSIC Brand Identity and Brand Core Identity Usage CORRECT USAGE BACKGROUND CONTROL CLEAR ZONE MINIMUM SIZE INCORRECT USAGE Image System COLOR PALETTE TYPOGRAPHY DESIGN ELEMENTS PHOTOGRAPHY PAPER SPECIFICATIONS COLLATERAL FINALE Brand Identity and Brand Personality Brand Voice Identity Usage CORRECT USAGE BACKGROUND CONTROL CLEAR ZONE MINIMUM SIZE INCORRECT USAGE Image System COLOR PALETTE TYPOGRAPHY DESIGN ELEMENTS - THE ARC ELEMENT DESIGN ELEMENTS - CURVED LINE USAGE AND TECHNIQUES PHOTOGRAPHY COLLATERAL - PACKAGING, LITERATURE, AND ADVERTISING PAPER SPECIFICATIONS SMARTMUSIC Brand Identity and Brand Personality Brand Voice Identity Usage CORRECT USAGE BACKGROUND CONTROL CLEAR ZONE MINIMUM SIZE INCORRECT USAGE Image System COLOR PALETTE TYPOGRAPHY DESIGN ELEMENTS - THE CROPPED LOGO DETAIL AND TRANSPARENT COLOR BAR DESIGN ELEMENTS - PHOTOGRAPHY MASK PHOTOGRAPHY COLLATERAL - PACKAGING, LITERATURE, AND ADVERTISING PAPER SPECIFICATIONS COLLATERAL - PRINT ADVERTISING

3 1 MAKEMUSIC brand identity MAKEMUSIC BRAND IDENTITY As the corporation behind products like Finale and SmartMusic, MakeMusic s brand identity is a simple and classic wordmark, which helps reduce customer confusion between the company and its products. The name embodies the core of everything MakeMusic does: empowers music creation. BRAND CORE EMPOWERMENT Tools Innovation Support MUSIC At the Center Higher Goal CREATION Artistry Process

4 2 MAKEMUSIC identity usage CORRECT USAGE The MakeMusic identity should be placed consistently and without distortion of any kind. As a general rule, always print the identity in the approved MakeMusic colors (see color palette on page 4). The colors should always be used at 100%. The should always appear with the logo and in an appropriate and legible scale to the mark. TWO COLOR BLACK (ONE COLOR) REVERSED You may reverse the identity to white out of a different color, preferably a color within the MakeMusic primary color palette (see page 4). Make sure the contrast between the identity and the color is great enough for the identity to be readable (see below). BACKGROUND CONTROL 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (0-10% OR %) 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (0-60%) 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (30-100%)

5 3 MAKEMUSIC identity usage CLEAR ZONE Whenever the identity is used, a clear zone must surround it to ensure its visibility and impact. The size of the clear zone is determined by the height of the logotype, as shown below. No graphic elements of any kind should invade the clear zone. x x x x x MINIMUM SIZE For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are difficult to read. The minimum size of the identity is based on its width, which should never be less than 1.25 inches. 1.25" INCORRECT USAGE It is important to maintain the integrity and consistency of the MakeMusic identity. It must be presented in a clear and legible manner. Additional factors to consider when using the identity include colors, backgrounds, and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity. Identities must always be reproduced from the approved files provided on CD-ROM. Alterations to the identity are strictly forbidden. Do not alter the proportions. Do not rotate. Do not use a size smaller than the minimum size requirement. Do not use a border or invade the clear zone. Do not change the colors.

6 4 MAKEMUSIC image system color palette PRIMARY When possible, the identity should be printed in the two MakeMusic colors: PANTONE 424 and PANTONE Other acceptable colors are the secondary colors listed below, which can be used in image system pieces. Please note that some of the colors have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media (Web, PowerPoint, video, overhead transparencies). NOTE: PANTONE 877C CAN BE USED AS A METALLIC SUBSTITUTE FOR THE INK PMS 424C PANTONE 424 PANTONE 5575 SECONDARY PANTONE 7428 PANTONE 648 PANTONE 446 PANTONE 5595 PANTONE COATED UNCOATED C M Y K R G B PMS 424C PMS 424U PMS 5575C PMS 5575U PMS 7428C PMS 7428U PMS 648C PMS 648U PMS 446C PMS 446U PMS 5595C PMS 5595U The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.

7 5 MAKEMUSIC image system typography PRINT FONTS The MakeMusic image system uses two main font families: Adobe Caslon Pro and Univers. Adobe Caslon Pro Regular small caps or upper/lower case should be used for cover titles and article titles. Adobe Caslon Pro Regular upper/lower case should be used for display type in introduction paragraphs or other short messages on a piece. Adobe Caslon Pro Regular small caps should be used for captions and subheads. Adobe Caslon Pro Regular should be used for the primary body copy; however, Univers 57 Condensed may be substituted as a san serif typeface if desired. To emphasize information within text or quotations, use Adobe Caslon Pro Italic. Paragraphs should be separated by a space, not indented. When using fonts in multimedia environments in which our primary fonts may not be available, use Times New Roman and Arial in the same manner we are using Adobe Caslon Pro and Univers. primary titles Point sizes for Adobe Caslon Pro Regular small caps in cover titles and article titles will vary depending on the size of the piece. Display type Adobe Caslon Pro Regular upper/lower case 15 pt. with 23 pt. leading and 30 pt. tracking captions and subheads Adobe Caslon Pro Regular small caps 9 pt. with 13 pt. leading and 30 pt. tracking Primary Body Copy Adobe Caslon Pro Regular 8.5 pt. with 17 pt. leading and 30 pt. tracking Adobe Caslon Pro Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Adobe Caslon Pro Italic abcdefghijklmnopqrstuvwxyz Secondary Body Copy Univers 57 Condensed 8.5 pt. with 17 pt. leading and 15 pt. tracking NOTE: THESE POINT SIZES ARE OPTI- MIZED FOR AN 8.5" X 11" PIECE. SIZES CAN VARY DEPENDING ON THE SIZE OF THE PIECE (E.G., BROCHURE VS. POSTER), BUT ALWAYS MAINTAIN THE SIZE RELATIONSHIPS.

8 6 MAKEMUSIC image system design elements THE BLOCK ELEMENT The MakeMusic image system uses key design elements to organize information. In order to ensure consistency throughout the collateral materials, there is a common element that can be used in the image system, such as the MakeMusic blocks, derived from the idea of creating music and the altering of sound during that creation. FLAT SURFACE EDGE OF PAGE OR DOCUMENT PANTONE 5575 (40%-65% OPACITY) This element may be used on any side of the page as long as the flat surface, shown above, is against the edge of the page. The block never bleeds off the edge of the page; to place this design element on the edge of a page, at minimum use the same amount of space that is used between the blocks and proportionally increase this space accordingly with the size of the block design element. The space to the edge of the page should not exceed inches. When used over a photograph, the blocks must remain the colors of the primary color palette (see page 4). Allow the color of the photograph to be more bold inside the individual blocks than when the photograph continues outside of the block element as shown below. COLOR BLOCKS IN THE PRIMARY COLOR PALETTE LIGHTER IMAGERY OUTSIDE THE BLOCK ELEMENT BOLDER IMAGERY WITHIN BLOCK ELEMENT

9 7 MAKEMUSIC image system photography and paper specifications PHOTOGRAPHY Photography plays an important role in communicating the MakeMusic brand. It should convey the attributes of empowerment, artistry, process, and creation. Photographs should be shot at an angle and should portray people involved in the creation of music. Keep the colors soft and use a slight cool tint to complement the image system color palette. Look for stock images with cooler tints and lighter backgrounds as shown below. They should be cropped showing the hands or the whole person playing an instument. Photos are FPO only and to show photography style. Special care must always be taken to make sure the photos selected or shot are musically accurate in terms of the quality of the instrument, as well as the fingering on the given instrument. PAPER SPECIFICATIONS Paper color, texture, weight, and quality also contribute to the MakeMusic brand. For brochures and marketing kit materials, especially those with photography, use a bright white matte 80# cover. Do not use glossy or textured papers. For all other items, such as letterhead, envelopes, etc., use a bright white uncoated 70# text. Currently MakeMusic stationery is printed on Navajo Brilliant White 80# Text.

10 8 MAKEMUSIC image system collateral BUSINESS CARD LETTERHEAD POWERPOINT TITLE SLIDE

11 9 FINALE brand identity FINALE BRAND IDENTITY As the original, groundbreaking notation software, Finale offers serious musicians the power, options, tools, and features to bring their next creation to life. This elegant design combines the graceful arc of the forté symbol with the bold contrast of the product name, evoking a powerful yet classic look and feel. FINALE BRAND PERSONALITY A successful brand is a valuable company asset. Leading companies like Target, Nike, and Apple enjoy ongoing consumer loyalty and greater revenues in part because their brands communicate a personality and a clear message. Consumers know what these brands stand for, and that influences their purchasing behavior. The Finale brand is a valuable asset, one that differentiates us in the marketplace and helps consumers identify and choose our products. The Finale brand personality has been defined as follows: As the original, groundbreaking notation software, Finale offers serious musicians the power, options, tools, and features to bring their next premier creation to vivid life. Three key concepts support this personality: Pioneering original, groundbreaking, ahead of the rest, innovative, enterprising, leader Powerful robust, capable, full-featured, superior, impressive, options, commanding, better results Premier excellence, performance, mastery, accomplished, preeminent, high quality, foremost, outstanding, supreme All Finale communications support and express this brand personality.

12 10 FINALE brand voice FINALE BRAND VOICE The Finale voice how the brand is expressed in copy tone communicates the Finale brand personality and the key concepts of pioneering, powerful, and premier. Copy tone should be sophisticated and elegant with a note of energy to underscore the excitement of the creative process. Copy should address the audience with respect and treat them as the professionals they are. Copy tone should not be irreverent, sarcastic, gimmicky, trendy, or snooty. The Finale voice is: Incredible performances begin in the composer s mind. Combine your creativity with the world s most powerful notation software, and audiences will soon hear your masterpiece come to life from the opening notes to the rousing Finale. Not: Ready to make some real noise? Get jammin, rockin, rollin, and riffin with Finale this software leaves competitors in the dust! Your sound. Our software. Enough said. Why not? Not in line with brand personality. Not appropriate for the audience. Too irreverent (sounds like a Mountain Dew ad). Gimmicky. The world s foremost engravers, composers, and musicians prefer Finale. With an extensive collection of powerful, professional features, Finale 2006 expands the possibilities for serious composers with superior tools for arranging, notating, and printing your music. True musicians the really serious professionals choose Finale. If you think you ve got what it takes to join the most elite composers in the world, you should be using Finale. Substitutions aren t worth the time. Why not? Sounds snooty and arrogant. Excludes the potential customer. Benefit messages lost.

13 11 FINALE identity usage CORRECT USAGE The Finale identity should be placed consistently and without distortion of any kind. As a general rule, always print the identity in the approved Finale colors (see color palette on page 14). The colors should always be used at 100%. The should always appear with the logo and in an appropriate and legible scale to the mark. TWO COLOR GRAYSCALE (PMS 425) BLACK (ONE COLOR) REVERSED You may reverse the identity to white out of a different color, preferably a color within the Finale primary color palette (see page 14). Make sure the contrast between the identity and the color is great enough for the identity to be readable (see page 12, background control).

14 12 FINALE identity usage BACKGROUND CONTROL 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (0-50%) 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (0-75%) 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (30-100%) CLEAR ZONE Whenever the identity is used, a clear zone must surround it to ensure its visibility and impact. The size of the clear zone is determined by the height of the logotype, as shown below. No graphic elements of any kind should invade the clear zone. x x x x x

15 13 FINALE identity usage MINIMUM SIZE For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are difficult to read. The minimum size of the identity is based on its width, which should never be less than 0.6 inches. 0.6" INCORRECT USAGE It is important to maintain the integrity and consistency of the Finale identity. It must be presented in a clear and legible manner. Additional factors to consider when using the identity include colors, backgrounds, and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity. Identities must always be reproduced from the approved files provided on CD-ROM. Alterations to the identity are strictly forbidden. Do not alter the proportions. Do not rotate. Do not separate the mark from its original form. Do not use a border or invade the clear zone. Do not change the colors. Do not separate the logomark from the logotype.

16 14 FINALE image system color palette PRIMARY When possible, the identity should be printed in the two Finale colors: PANTONE 7493 and PANTONE 425. Other acceptable colors are the secondary colors listed below, which can be used in image system pieces. Please note that some of the colors have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media (Web, PowerPoint, video, overhead transparencies). PANTONE 7493 PANTONE 425 SECONDARY PANTONE 652 PANTONE 7524 PANTONE 551 PANTONE 647 PANTONE 557 PANTONE COATED UNCOATED C M Y K R G B PMS 7493C PMS 7493U PMS 425C PMS 425U PMS 652C PMS 652U PMS 7524C PMS 7524U PMS 551C PMS 551U PMS 647C PMS 647U PMS 557C PMS The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.

17 15 FINALE image system typography PRINT AND MULTIMEDIA FONTS The Finale image system uses two main font families: Univers and Granjon. Univers 55 Roman lower case should be used for cover titles and article titles. Univers 55 Roman lower case should be used for display type in introduction paragraphs or other short messages on a piece. Univers 53 Extended upper/lower case should be used for captions. Univers 65 Bold upper/lower case or all caps should be used for all subheads. Univers 55 Roman upper/lower case should be used for the primary body copy; however, Granjon Roman may be substituted as a serif typeface if desired. To emphasize information within text or quotations, use Univers 65 Bold upper/lower case or all caps. Paragraphs should be separated by a space, not indented. When using fonts in multimedia environments in which our primary fonts may not be available, use Times New Roman and Arial in the same manner we are using Univers and Granjon. primary titles Point sizes for Univers 55 lower case in cover titles, article titles, and subheads will vary depending on the size of the piece. display type Univers 55 lower case 21 pt. with 25 pt. leading and 100 pt. tracking Captions/Quotes Univers 53 Extended upper/lower case 10 pt. with 10 pt. leading and 30 pt. tracking SUBHEADS Univers 65 Bold all caps 9 pt. with 12 pt. leading and 50 pt. tracking Primary Body Copy Univers 55 upper/lower case 10 pt. with 13 pt. leading and 0 pt. tracking Secondary Body Copy Granjon Roman Condensed 12 pt. with 15 pt. leading and 10 pt. tracking NOTE: THESE POINT SIZES ARE OPTI- MIZED FOR AN 8.5" X 11" PIECE. SIZES CAN VARY DEPENDING ON THE SIZE OF THE PIECE (E.G., BROCHURE VS. POSTER), BUT ALWAYS MAINTAIN THE SIZE RELATIONSHIPS.

18 16 FINALE image system typography UNIVERS AND GRANJON FONTS Univers 55 Roman abcdefghijklmnopqrstuvwxyz Univers 65 Bold abcdefghijklmnopqrstuvwxyz Univers 53 Extended abcdefghijklmnopqrstuvwxyz Granjon Roman abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Granjon Bold abcdefghijklmnopqrstuvwxyz

19 17 FINALE image system design elements THE ARC ELEMENT ACCENT RULES VARY IN STROKE WIDTH AND AMOUNT PORTION OF GRAPHIC CAN BE A PERCENTAGE OF TRANSLUCENCE, OR A PERCENTAGE OF A SOLID. PORTION OF GRAPHIC CAN BE SOLID The Finale image system uses key design elements to organize information in order to ensure consistency throughout the collateral materials. All Finale materials incorporate an arc in one form or another. The most commonly used arc element is a solid arc accompanied by a translucent arc backdrop and accented by arc styled rules. All of these elements can be used somewhat loosely in conjunction with each other and can also be represented in various colors. However, Finale green is the preferred usage.

20 18 FINALE image system design elements CURVED LINE USAGE AND TECHNIQUES The Finale image system uses key design elements to organize information. In order to ensure consistency throughout the collateral materials, there are common elements that can be used in the image system, such as the circular lines that represent the rhythm of music and the sketching quality indicative of music composition in its early stages. The lines should always be shown in a multiple fashion, never alone. They should vary in thickness and preferably remain the same color. They can be used both vertically and horizontally, and can bow in opposite or similar directions. Below are examples of curved line usage. GRAPHIC USED TO HIGHLIGHT INFORMATION This circle element can be used anywhere within the line track. The outer circle takes on the color and line weight of the track it is on and the center circle can vary depending upon its use; in most cases it is shown as 100% PMS 425 or 77% black. The circle element can be added for visual interest or used to highlight headlines and/or noteworthy information.

21 19 FINALE image system photography PHOTOGRAPHY ENGAGING STRENGTH ELEGANCE SPECIALIZED Photography is an important vehicle in communicating Finale s brand voice. It should convey the attributes of its brand personality: empowerment, pioneering, and premier. Photography must be shot in an angular fashion creating a dramatic depth of field. Selective focus is key in capturing details necessary to appeal to the specialization Finale offers. Black and white photography is required in top tier photos such as product packaging, literature covers, etc. Color photography should be used in a supportive manner. Special care must always be taken to make sure the photos selected or shot accurately portray flawless, engraver-quality music notation. Look for stock images with rich color, selective focus, and perspective qualities if possible. Some of these features can be applied in the production process under certain circumstances. Accuracy must be taken into consideration when shooting or searching for a stock image. Keep in mind details related to how a musician would hold or play an instrument. This is important in maintaining the integrity of the message that is trying to be conveyed in a photograph. Photos are FPO only and to show photography style.

22 20 FINALE image system collateral PACKAGING LITERATURE AND ADVERTISING EXAMPLES FINALE MAILER FINALE ADVERTISING FINALE POSTCARD Paper color, texture, weight, and quality also contribute to the Finale brand. For brochures and marketing kit materials, especially those with photography, use a bright white sheet, preferably uncoated or a matte finish. Do not use glossy or textured papers. For all other items, such as letterhead, envelopes, etc., use a bright white uncoated 70# text.

23 SMARTMUSIC brand identity 21 SMARTMUSIC BRAND IDENTITY SmartMusic is the essential teaching and learning tool that stimulates students to engage with music on a deep, meaningful level, which leads to an often transformative discovery of inner talents and ability. This is the brand personality of SmartMusic. The logo focuses on the detail of the treble clef symbol reversed out of a solid circle. It is bold, yet elegant, illustrating precision as well as movement and discovery. The mark and logotype share similar line weights, creating an equal balance. SMARTMUSIC BRAND PERSONALITY A successful brand is a valuable company asset. Leading companies like Target, Nike, and Apple enjoy ongoing consumer loyalty and greater revenues in part because their brands communicate a personality and a clear message. Consumers know what these brands stand for, and that influences their purchasing behavior. The SmartMusic brand is a valuable asset, one that differentiates us in the marketplace and helps consumers identify and choose our products. The SmartMusic brand personality has been defined as follows: SmartMusic is the essential teaching and learning tool that stimulates students to engage with music on a deep, meaningful level, which leads to an often transformative discovery of inner talents and ability. Three key concepts support this personality: Stimulating supportive, encouraging, motivating, inspiring, mentor, guide, teach, learn Essential important, crucial, necessary, indispensable, fundamental, core, critical, vital Transformative discovery, progress, improvement, evolve, growth, change, advance, epiphany, fulfillment All SmartMusic communications support and express this brand personality.

24 SMARTMUSIC brand voice 22 SMARTMUSIC BRAND VOICE The SmartMusic voice how the brand is expressed in copy tone communicates the SmartMusic brand personality and the key concepts of stimulating, essential, and transformative. Copy tone should be friendly, clear, and engaging. Copy should respect the teacher/student relationship and express excitement about the joy of making and sharing music. The tone should not be flippant, mocking, or sales-y. Copy should not use trendy teen slang or try to sound too hip; remember, the primary audience for SmartMusic is teachers. The SmartMusic voice is: Students discover their musical abilities and improve rapidly with SmartMusic. The one-of-a-kind practice software is an essential tool for educators who wish to transform their music programs. With SmartMusic, students master technical skills faster while developing musicianship and engaging with music on a deep, meaningful level. Not: Want to know what s cool, right now? Then check out SmartMusic. You love music and want to lay down some really chill licks, right? Then get SmartMusic and get busy. Like your ipod or instant messenger, SmartMusic hooks you up. Why not? Trying too hard to be cute and trendy. Message lost to gimmicky language. Comparing to other products sounds desperate. Students practice longer and more often because SmartMusic makes it fun! The interactive system challenges students and helps them achieve mastery quickly, leading to a sense of accomplishment and pride. SmartMusic students are wired to practice... literally! SmartMusic makes practicing almost like a video game, and we all know how much kids like those. Why not? The pun is trying too hard to be cute. Dismisses the benefit as something trivial. Isn t taking the teaching/learning process seriously.

25 SMARTMUSIC identity usage 23 CORRECT USAGE The SmartMusic identity should be placed consistently and without distortion of any kind. As a general rule, always print the identity in the approved SmartMusic colors (see color palette on page 26). The colors should always be used at 100%. The should always appear with the logo and in an appropriate and legible scale to the mark. TWO COLOR GRAYSCALE (PREFERED BLACK AND WHITE OPTION) 65% BLACK 100% BLACK BLACK (ONE COLOR) REVERSED You may reverse the identity to white out of a different color, preferably a color within the SmartMusic primary color palette (see page 26). Make sure the contrast between the identity and the color is great enough for the identity to be readable (see page 24, background control).

26 SMARTMUSIC identity usage 24 BACKGROUND CONTROL 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (0-15% OR %) 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (0-60%) 0% BLACK 50% BLACK 100% BLACK ACCEPTABLE RANGE (30-100%) CLEAR ZONE Whenever the identity is used, a clear zone must surround it to ensure its visibility and impact. The size of the clear zone is determined by the height of the logotype, as shown below. No graphic elements of any kind should invade the clear zone. x x x x x

27 SMARTMUSIC identity usage 25 MINIMUM SIZE For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are difficult to read. The minimum size of the identity is based on its width, which should never be less than 1 inch. 1" INCORRECT USAGE It is important to maintain the integrity and consistency of the SmartMusic identity. It must be presented in a clear and legible manner. Additional factors to consider when using the identity include colors, backgrounds, and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity. Identities must always be reproduced from the approved files provided on CD-ROM. Alterations to the identity are strictly forbidden. Do not alter the proportions. Do not rotate. Do not separate the mark from its original form. Do not use a border or invade the clear zone. Do not change the colors. Do not separate the logomark from the logotype.

28 SMARTMUSIC image system color palette 26 PRIMARY When possible, the identity should be printed in the two SmartMusic colors: PANTONE 711 and PANTONE 550. Other acceptable colors are the secondary colors listed below, which can be used in image system pieces. Please note that some of the colors have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media (Web, PowerPoint, video, overhead transparencies). PANTONE 711 PANTONE 550 SECONDARY PANTONE 7468 PANTONE 577 PANTONE 611 PANTONE 435 PANTONE COATED UNCOATED C M Y K R G B PMS 711C PMS 711U PMS 550C PMS 550U PMS 7468C PMS 7468U PMS 577C PMS 577U PMS 611C PMS 611U PMS 435C PMS 435U The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.

29 SMARTMUSIC image system typography 27 PRINT FONTS The SmartMusic image system uses two main font families: ITC Stone Sans and Insignia. Insignia Roman lower case should be used for cover titles/highlights and article titles in combination with ITC Stone Sans Medium. ITC Stone Sand Semibold should be used for display type in introduction paragraphs or other short messages on a piece. ITC Stone Sans Semibold should be used for captions and subheads. ITC Stone Sans Medium should be used for the primary body copy. ITC Stone Sans Italics should be used for quotes. To emphasize information within text, use Insignia or ITC Stone Sans Semibold. Paragraphs should be separated by a space, not indented. When using fonts in multimedia environments in which our primary fonts may not be available, use Arial in the same manner we are using ITC Stone Sans Medium or Semibold. primary titles Point sizes for Insignia and ITC Stone Sans Medium in cover titles and article titles will vary depending on the size of the piece. Display type ITC Stone Sans Semibold 15 pt. with 18 pt. leading and 30 pt. tracking Captions and Subheads ITC Stone Sans Semibold 10 pt. with 12 pt. leading and 10 pt. tracking Primary Body Copy ITC Stone Sans Medium 9 pt. with 14 pt. leading and 5 pt. tracking Quotes ITC Sans Stone Italics 12 pt. with 17 pt. leading and 15 pt. tracking NOTE: THESE POINT SIZES ARE OPTI- MIZED FOR AN 8.5" X 11" PIECE. SIZES CAN VARY DEPENDING ON THE SIZE OF THE PIECE (E.G., BROCHURE VS. POSTER), BUT ALWAYS MAINTAIN THE SIZE RELATIONSHIPS. Insignia Roman abcdefghijklmnopqrstuvwxyz ITC Stone Sans Medium abcdefghijklmnopqrstuvwxyz ITC Stone Sans Semibold abcdefghijklmnopqrstuvwxyz ITC Stone Sans Italics abcdefghijklmnopqrstuvwxyz

30 SMARTMUSIC image system design elements 28 The overall design is a combination of a very precise grid consisting of an enlarged logo (identity) detail and a transparent-color rectangle shape overlaying the photography. Photography is treated with masks which suggest movement and soften the edges. They add a dynamic element to the imagery, representing the creativity and enthusiasm paired with focused, engaged music practice. This design balances a strong brand presence (through the color and logo element) with use of white space and a softer photography style. THE CROPPED LOGO DETAIL x=1 1/10 of x square The logo detail is always cropped in a precise square and placed preferably to the right of the transparent-color bar. There is always a white space in between. The cropped logo detail should always be in one of the primary colors (PMS 711 or PMS 550). Space in between color bar and cropped logo square should be approximately 1/10 of the square dimmension. This modular system creates a basic grid and helps to determine position of the logo in page layout. TRANSPARENT COLOR BAR transforming The transparent-color bar can be used in both primary or secondary colors. Its opacity is typically 85% and it is in multiply blending mode to ensure image visibility. It houses the primary title of the page layout.

31 SMARTMUSIC image system design elements continued 29 PHOTOGRAPHY MASK The mask is created in Photoshop to soften photography edges and to add a dynamic element of movement. It must always be customized in harmony with the photography and support the overall design/page layout. Photoshop layer mask

32 SMARTMUSIC image system photography 30 PHOTOGRAPHY CLEAN CRISP BRIGHT SIMPLE TIMELESS Photography style for SmartMusic is soft and fresh (young), using very light background, fading to white. Background is out of focus, bringing attention to the foreground, focusing on hands (and/or facial expression) and musical instrument. Special care must always be taken to make sure the photos selected or shot are musically accurate in terms of the quality of the instrument, as well as the fingering on the given instrument.

33 SMARTMUSIC image system collateral 31 PACKAGING LITERATURE AND ADVERTISING EXAMPLES SMARTMUSIC JAZZ MAILER Paper color, texture, weight, and quality also contribute to the SmartMusic brand. For brochures and marketing kit materials, use a bright white sheet, preferably dull or matte finish. For coating, use satin aqueous instead of gloss varnish. Do not use glossy or textured papers. For all other items, such as letterhead, envelopes, etc., use a bright white uncoated 70# text.

34 SMARTMUSIC 32 PRINT ADVERTISING TEASER POSTCARD SMARTMUSIC MAGAZINE ADS SMARTMUSIC JAZZ AD (2 PAGE SPREAD)

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