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BRAND MANUAL

MISSION 6 PRIMARY LOGO 12 CLEAR SPACE 18 24 Primary Typefaces 30 Tone of voice 32 AUDIENCE 34 MAIN COLOR PALLET LOOK AND FEEL 19 38 SECONDARY COLOR PALLET 20 COLOR USAGE 22 UNACCEPTABLE USAGE GAMES 46 Materials 48 MERCHANDISE CONTENTS 5 5

MISSION 6 Friendship is all about celebrating the differences that relationships hold Therefore it s vital to consider that diversities in personality types and behavioral differences when it comes to a group of friends That is why our gaming lounge aims to make sure noone feels left out Providing an enjoyable space for non gamers gamers alike we make sure everyone feels welcome and included 2018 is all about bringing back the 90s and what better way than to have a retro theme that comes with a hint of vintage to evoke nostalgia while keeping it relevant with the times today Our gaming lounge is based on the accommodation of every member of a group creating a space that facilitates entertainment targeted for one and all PRIMARY LOGO 7

MINIMUM LOGO SIZE 8 SLOGAN FOR THE PRIMARY LOGO 9

SLOGAN FOR THE MINIMUM LOGO 10 LOCK UP OF THE PRIMARY LOGO 11

LOCK UP OF THE MINIUMUM LOGO CLEAR SPACE To ensure legibility always keep a minimum clear space around the logo This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with overcrowded and lessen the impact of the mark 12 A Clear space for the primary logo B Clear space for the minimum logo 13

CLEAR SPACE OF THE SLOGAN OF THE PRIMARY LOGO A B 14 15

CLEAR SPACE OF THE SLOGAN OF THE MINIMUM LOGO 16 CLEAR SPACE OF THE LOCK UP OF THE PRIMARY LOGO 17

CLEAR SPACE OF THE LOCK UP OF THE MINIMUM LOGO MAIN COLOR PALLET C 0 M 100 Y 0 K 0 18 C 90 M 61 Y 2 K 0 C 75 M 96 Y 5 K 0 C 0 M 75 Y 72 K 0 19

SECONDARY COLOR PALLET C 0 M 0 Y 0 K 100 20 COLOR USAGE C 0 M 0 Y 0 K 75 C 31 M 94 Y 80 K 35 There are a few different ways to use the logoin color The primary logo can be used in two different ways the first one is using the primary colors of the brand The second way is using the secondary colors of the brand 21

PRIMARY COLORS UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand Don t compromise the overall look of the logo by rotationg squashing or distoring in anyway that is includes adding unnecessary and unattractive text decorations like drop shadows and outlines Here a few examples of some ways you should NEVER ever consider using the logo 22 SECONDARY COLORS A Don t rotate the logo B Don t squash C Don t stretch the logo D Dont make the logo transperant E Don t make the logo smaller than the minimum size F Don t outline the logo 23

A B C Primary Typefaces Frutiger LT Std Roman 55 24 D E F 25

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Helvetica Neue Light 28 29

Tone of voice We want our tone of voice to be fun using gameing vintage slangs and attratcting people using the logo and the lounge s game We want the enviornmnt to be fun and exciting like not boring cliche 30 31

AUDIENCE WE CALL BATHROOMS UNLOAD WE CALL THE RESTAURANT PIXEL ATE WE CALL THE CASHIER CRASH IER WE CALL THE SECOND FLOOR LEVEL UP WE CALL THE EXIT GAME OVER 32 Our audience are young adult The reason is there are a lot of gaming lounges that targets kids Therefore our lounge is targeting more mature a where they can be free from responsibility and just to have fan Basically it s a space where you go and have fun with your friends and enjoy the atmosphere 33

LOOK AND FEEL A gaming lounge for gamers and non gamers to come together and have fun with their friends a place that is retro with a hint of vintage to create a cool atmosphere for everyone to enjoy 34 35

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GAMES The gaming lounge will provide multi flat forms of games Retro games and new games 38 39

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MATERIALS Rough materials contrast well with the neon lights The Lights create the retro lively feel while the materials provide a raw rustic feel which reflect the roughness of video games and imitate certain themes which are common in many games 46 47

MERCHANDISE The design of the merchandise will be designed using th logo of the brand The design will be using the colors of the brand Therefore there will 16 color that will be used For example the color of the primary logo and the main color pallet 48 49

SHIRTS 50 HATS 51

CUPS 52 BAGS 53

GAME CARD 54

56 Copyright 2018 Fatima El Said All rights reserved This book or any part of it It may not be reprinted or used in any form Without the express written permission of the publisher Except for the use of short quotations in the book review Printed in the State of Qatar This book was published by the Virginia Commonwealth University of the Arts in Qatar First Edition 2018