neafbook

NEW ENGLAND BRAND GUIDELINES 1

CONTENTS03 Brand Summary 04 Typography + Colors 08 Logo CONTENTS 14 Brand Elements 15 Audience Assessment 16 Uses 2

BRAND SUMMARY “All ages shall have the luxury to view what lies b eyond their world. Hosted in the University of New Hampshire, a portal to the beyond grants access to such.” BRAND SUMMARY 3

BRAND AUDIT CORE VALUES MISSION STATEMENT NEAF is founded on the belief that there should be All ages shall have the luxury to view what lies b eyond their universal access to the splendors of the universe. world. Hosted in the University of New Hampshire, a portal Community and togetherness is heavily encour- to the b eyond grants access to such. aged. The environment must always be a safe-haven for those who are creative and curious. COMPANY CULTURE BRAND STATEMENT The company environment is teamwork- oriented. New England Astronomy Festival prides itself in providing Every member is considered and communication is an inclusive environment for people to explore the sky and crucial to the organization's success. learn about the celestial bodies that inhabit it. 4 INTERNAL BRANDING

LOGO MINIMUM PRIMARY LOGO 0.5 in./ 1.27 cm. MINIMUM 0.5 in./ 1.27 cm. 55

MARK TYPE NEW ENGLAND 6 NEW ENGLAND NEW ENGLAND NEW ENGLAND NEW ENGLAND NEW ENGLAND NEW ENGLAND NEW ENGLAND STANDALONES

CLOSE SPACE 7

8 LOCKUPS B+W

LOCKUPS B+W CONT. 9

10 4 COLOR LONG LOCKUP

Do: NEW ENGLAND NEW ENGLAND NEW ENGLAND Light text on dark background Dark text on light background Logotype is visible and prominent in imagery. Don't: Logo is obscured. Logo is hollowed-out. NEW ENGLAND LOGO RULES Logotype is lost in imagery. 11

BRAND LANGUAGE BRAND ELELEMENTS SATURN A planet that can be observed even on garage telescopes. This marker is a universal symbol of planet observation. ROUND STAR It serves mostly as a connection to a bigger picture such as a constellation. FOUR-POINTED STAR Used mostly to accentuate text. Can be used on the corners of images as well. PLANET Serves a similar purpose as \"Round Star\". But is used more as a connector at the beginning or end of a line. 12

Header: Athelas Bold 13 Subhead: Athelas Bold Body: Athelas Regular. The happy Galaxy Giant Orbiting Swiftly through the Night The galaxy giant is observable from this area. Zooming toward us, an asteroid is shielded off by the Earth’s atmosphere. Type must be scaled in 23:12:7 ratio. TYPOGRAPHY

TYPE RULES Do Stellar! Stellar! Stellar! Light text on dark background Dark text on light background Type is visible and prominent in imagery Don't Illegible. Illegible. Illegible. Illegible. Dark text on dark background Light text on light background Type is lost in imagery TYPOGRAPHY RULES 14

Frames should have Saturn Any circular frame can feature elements on either side. planets orbiting it. Any stylized image must have a screen-tone Any artwork must be a series and also be only two colors (palette on pg. 16). of outlines with very few fills. PHOTOGRAPHY STYES 15

Closed Eyes StarLight Hex:16161D Hex:C4BED2 CMYK: 76, 60,54, 73 CMYK: 28, 22, 5, 1 RGB: 22, 24, 28 RGB: 197, 191, 212 16 NightFall Hex:393DA1 CMYK: 99, 71, 0, 0 RGB: 57, 60, 160 StarBeam Hex:D4C147 CMYK: 15, 22, 79, 2 RGB: 212, 193, 71 COLOR PALETTE

COLOR RATIOS 17

AUDIENCE ASSESSMENT Mild Astrology enthusi- Astrological Tour Devout Astrology enthusiast ast aged 19-27 aged 19-27 Astronomical Tour Casual Stargazing Scientific Stargazing Mother with toddler who Astromomy professor likes space who is 24-32 aged 27-57 years of age 18 BRAND MATRIX

AYDEN TAKAHASHI PERSO NALIT Y Intr overt MOTI VATIONS Extr overt Intuition Pr ic e Sensing Feelin g Comfort Thinking Perceiving Co nvenience Judging Trends Lo ya lt y “Photograp hy can capture what Tech Sa vines s words cannot” AGE 27 OCCU PATION ENGINEER NH LOCA TION HAS GF MARIT AL ST ATUS LOW/MIDD . FI NANCIAL STATUS CLIENT PERSONAS 19

ARCA RAMIEREZ Intr overt MOTIVATION S Intuition Price PERSON ALIT Y Feeling Comfort Extr overt Perceiving Co nvenience Sensing Trends Thinking Lo ya lt y Judging Tech S aviness “It must be the retrograde causing all of this chaos in m y life .” AGE 22 OCCU PATION COMM. M AJOR NH LOCA TION SITU ATIONSHI P MARI TAL ST ATUS LOW MIDD . FI NANCIAL STATUS 20 CLIENT PERSONAS

JOY PHILLIPS PERSO NALIT Y Intr overt MOTI VATION S Extr overt ntuitio n Pr ic e Sensin gI Feelin g Comfort Thinking ercei vin g Co nvenience Judgin gP Trends Lo ya lt y “The re a re places in the heart that Tech Sa vines s you do n’t even kn ow exist until y ou have a child” AGE 28 OC CU PATION SAHM/ SBO NH LOCA TION MARRIED MARI TAL ST ATUS UPPER MIDD. FI NANCIAL ST ATUS CLIENT PERSONAS 21

MERCHANDISE 22 MOCKUPS

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A scope of the universe, right at your fingertips.