Intro Q & A for Studios

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2 Intro Q & A for Studios What is a Brand? A product or service offered by a particular company under a particular name. What is a Style Guide? A Style Guide is an illustrated set of standards and instructions that describes a company s unique look. Included are the company s colors, fonts, imagery and acceptable logo usage. Why do we need a Brand Style Guide? Each Fred Astaire Dance Studio is an individually owned and operated franchise. However, because each studio exists within a BRANDED franchise system, the FADS Brand must be consistently portrayed and communicated within certain constraints by all of its franchisees to keep the identity of the Brand intact and instill consumer confidence. This Style Guide provides specific visual instructions about how elements of our Brand should be used in all forms of FADS communications, both print and digital. Following these guidelines will ensure our Brand is always portrayed consistently and accurately, so our clients develop trust in our Brand and its promise. Who is this Style Guide for? This Style Guide should be utilized by anyone who does any design or design-related work for Fred Astaire Franchised Dance Studios, Inc., whether it s our own Corporate Office or freelance designers, vendors or studio owners. Studio owners should review their own marketing and social media materials to make sure they are in compliance with the guidelines outlined herein. Where can I get the fonts and design elements that are in this Style Guide? A link to download the FADS Branding Package was included with the original delivery of this digital Style Guide. The FADS Branding Package includes: Printable PDF of this Style Guide FADS LOGOS png:.png files on transparent grounds for web, all logo formats FADS LOGOS jpg: hi-res 300 dpi.jpg files suitable for print or digital, all logo formats FADS LOGOS eps:.eps files for graphic designers and vendors, all logo formats COMPLETE FONTS SETS: Beaufort Avenir Great Vibes COLORS:.eps and.jpg files of the color formulas DESIGN ELEMENTS:.eps files for graphic designers Why can t I open the.eps files?.eps files are for designers and vendors using Adobe software. Even though you can t open these files, you can still them directly to graphic designers or vendors, who will be able to open them.

3 Contents Colors 4 Palette 5 Glossary of Color Formulas 9 Fonts 7 Beaufort 8 Avenir 9 Great Vibes 10 Logo 11 4 Versions 12 Approved Logos 13 Logo Clear Space 16 Logo + Studio Name 17 Logo Don ts 18 Images 20 Fred Astaire Images 21 Design Elements 22 The Logo Bar 23 The Logo Bar Application Examples 25 The Swirl 26 The Stack 27 The Dances 28 Support 29

4 COLOR Color is the visual component people remember most about a brand followed closely by its logo. The most recognizable brands in the world rely on color as a key factor in their instant recognition.

5 Color Palette Our Brand colors are Black, FADS Gold and White. Black FADS Gold White Solid Coated: Solid Matte: PANTONE BLACK C PANTONE BLACK M Solid Coated: Solid Matte: Metallic Coated: PMS 4515 C PMS 4515 M PMS 8383 C C 60 M 40 Y 40 K 100 # R 0 G 0 B 0 C 30 M 31 Y 69 K 2 #b5a268 R 181 G 162 B 104 C 0 M 0 Y 0 K 0 #ffffff R 255 G 1255 B 255 It is okay to use shades of our colors in your designs Black FADS Gold

6 Color Glossary Glossary of Color Formulas Pantone Matching System, or PMS A standardized color matching system most widely used by print vendors and graphic designers. PMS colors are solid-color inks These colors convey the qualities of our Brand: Sophisticated Traditional Timeless Elegant Classic Rich Cyan-Magenta-Yellow-Black, or CMYK Cyan, Magenta, Yellow and Black are the four ink colors used in offset and digital printing (often called fourcolor printing ) for full-color documents Hexadecimal Code, or HEX CODE A numbering system for colors used most commonly in web design or other digital applications Red-Green-Blue, or RGB The three hues of light (red, green and blue), that combine to form every color on television screens and computer monitors, tablets and smart phones

7 FONTS We use three fonts in our branding, each with its own personality and purpose: Beaufort Avenir Great Vibes

8 Fonts: Beaufort Characteristics: Traditional Stylish Clear Readable Versatile Where to use this font: Headlines on signage, banners, posters, etc. Section headers in documents Where NOT to use this font: Beaufort is NOT for body copy or blocks of text. For those purposes, use Avenir. Beaufort Font Set Application Examples Beaufort is used throughout this Style Guide in all the section headlines

9 Fonts: Avenir Characteristics: Clean Airy Readable Classically Modern Where to use this font: Copy blocks Lists Where NOT to use this font: Do not use this font for Headlines - use Beaufort for that. Avenir Font Set Application Examples Avenir is used throughout this Style Guide in all the body copy

10 Fonts: Great Vibes Characteristics: Playful but not juvenile Elegant, but not pretentious Decorative yet still readable Where to use this font: As a decorative accent on posters, banners web pages or documents Great Vibes is to be used SPARINGLY as a single-or-couple-word accent. Where NOT to use this font: Not for entire sentences; and never in all caps. Great Vibes Font Set Application Examples

11 LOGO A logo is a recognizable and distinctive graphic, stylized name, unique symbol, or other device for identifying an organization. A company s logo appears on all advertising, buildings, communications, literature, products, stationery, etc.

12 FADS Logo Our logo is the most valuable and tangible symbol of our brand, so we need to make sure everyone understands exactly how it is to be used. Logo usage has strict rules so that our brand identity remains consistent. There are four layout versions of the FADS logo to give designers options depending upon the layouts of their projects: Vertical Horizontal Dancers Only Text Only The ONLY acceptable formats and colors of the FADS logo are on the next three pages with this mark:

13 FADS Logo : Vertical Format Gold & Black Black White & Black White Gold & White Gold

14 FADS Logo : Horizontal Format Black & Gold Black & White White & Gold Black Gold White

15 FADS Logo : Dancers Only Format Gold & Black White & Black Gold & White Black White Gold FADS Logo : Text Only Format Black & Gold Black Black & White White White & Gold Gold

16 Logo Clear Space What is Clear Space? This is a designated amount of area surrounding the logo that must remain free of artwork or text in any layout. No matter the size of the logo or format, the Clear Space around the logo must be as shown below.

17 Logo + Studio Name Can you add your studio name to the logo? Yes, follow these simple guidelines. You may add your studio location in any these 3 fonts, in either FADS Gold or Black text: Beaufort Light Avenir Book Great Vibes You may add your studio location to any of our logos that have text. (You may not add your studio name to the Dancers Only logo.) For the Horizontal Logo formats, add the studio name to the right or below the Clear Space; for the Vertical Logo format, add the studio name below the logo. Here are a few examples using the different allowable fonts, colors and logo formats, however there are many more possibilities. Center the studio name below FRED ASTAIRE in the logo, outside of the Clear Space Center the studio name horizontally with the logo outside of the Clear Space Center the studio name below the logo outside of the Clear Space Center the studio name horizontally with the logo outside of the Clear Space BUFFALO GROVE BUFFALO GROVE Center the studio name below the logo outside of the Clear Space Center the studio name below the logo outside of the Clear Space

18 Logo DON Ts The FADS logo is trademarked; therefore it is a legal violation to alter it. Changing the logo in any way is NOT permitted. 1) DO NOT add anything to the logo 2) DO NOT change the logo colors, add gradients, outlines or special effects 3) DO NOT rearrange the logo components or change its proportions 4) DO NOT change the logo fonts 5) DO NOT distort the logo 6) DO NOT blend our logo with logos of other organizations Here are some examples of logo violations: 1) DO NOT add anything to the logo.

19 Logo DON Ts 2) DO NOT change the logo colors, add gradients, outlines or special effects 3) DO NOT rearrange the logo components or change its proportions 4) DO NOT change the logo fonts 5) DO NOT distort the logo DO NOT blend our logo with logos of other organizations

20 IMAGES Images of Fred Astaire: which ones are okay to use?

21 Images of Fred Astaire Which Images Can We Use? With all the images of Fred Astaire available at our fingertips via the web, it would seem that our design options are endless. This is not the case. When Fred Astaire Dance Studios first opened, the Company was granted authorization to use only certain images of Fred Astaire. Using any images other than the ones that are authorized may put the Company at risk of copyright infringement or legal liability by those who actually own the rights to those images. If you re in doubt about whether or not to use a certain image, DO NOT use it until you contact the Corporate Office. We re here to help. Please note that it is NEVER acceptable to Photoshop Fred Astaire s face or head onto another body.

22 DESIGN ELEMENTS There are several design elements that appear throughout our branding - on marketing materials, Dance Store products, websites, printed publications, etc. Using these elements creates a common thread that makes our brand more recognizable. In this section, we will show you what these elements are, and how to use them.

23 Design Elements: The Logo Bar What is it? A thick bar with a thinner bar accent, combined with our logo. The Logo Bar acts as an anchoring design element. Three color combinations allow versatility in layouts. How to use it: Use this basic element on any layout, from large retractable banners or posters to postcards and small web or print ads. A drop shadow may be applied to create depth. Place the Logo Bar: ACROSS THE TOP THROUGH THE CENTER ALONG THE BOTTOM UP THE LEFT SIDE ACROSS THE TOP THROUGH THE CENTER

24 Design Elements: The Logo Bar ALONG THE BOTTOM UP THE LEFT SIDE with the logo at the top also okay with the logo at the center or bottom

25 Design Elements: The Logo Bar Application Examples

26 Design Elements: The Swirl What is it? A decorative motif How to use it: A transparent overlay Faded and mixed with other background graphics Anchored in any corner Any color; keep it transparent and subtle Works especially nice in wedding designs Application Examples The Swirl is used throughout this Style Guide as a subtle background graphic.

27 Design Elements: The Stack What is it? A vertical list of dance names, all equal width, in the Beaufort Bold font, ALL CAPS. The names of dances can be altered or rearranged to create a shorter or taller Stack - feel free to mix it up. How to use it: Background graphic Transparent overlay In any color Application Examples

28 Design Elements: The Dances What is it? Names of dances in Beaufort font, used as graphic art elements How to use it: Faded background graphics Transparent overlays In any color Caps or lowercase, bold or light, different sizes - mix it up! Application Examples RUMBA TANGO CHA swing CHA SALSA foxtrot mambo WALTZ JIVE rumba FOXTROT quickstep

29 SUPPORT If you have any questions, please don t hesitate to call. We re here to help. You may reach the Corporate Creative Department at (413) This FADS Brand Design Style Guide and accompanying FADS Branding Package is brought to you by