BRAND GUIDELINES
2022
UPBEAT GNV // BRAND GUIDELINES
PROJECT NAME
CLIENT NAME
TABLE OF CONTENTS
INTRO
OUR VISION
BRAND VALUES
TONE OF VOICE
LOGO
TYPOGRAPHY
COLOR
PHOTOGRAPHY
GRAPHIC ELEMENTS
APPLICATIONS
CONTACT
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UPBEAT GNV // BRAND GUIDELINES
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INTRO.
Anyone who’s spent time in Gainesville, FL, knows it’s quietly one of the great American music towns, boasting a legacy that has acts like Tom Petty, Against Me!, Less Than Jake, Charles Bradley, and Hot Water Music to its list of exports to the music industries. Today, its scene continues to be powered by some of the best up-and-coming bands in the state, powered by the constant influx of talent powered by the presence of the University of Florida.
Having been a professional touring musician for nearly a decade now, I know firsthand about the toll the lifestyle musicians lead can take on mental health. Three quarters of us have struggled with depression or anxiety that stems directly from our art, and yet only one-third of us plan to reach out for help to address it. Fewer yet would discuss it publicly, fearing it may tarnish the image of success* musicians feel they must uphold to be respected.
Even if you aren’t a musician, we still can help. Just reach out!
Alex Klausner
/ Founder
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OUR VISION
Our mission is to bring mental wellness forward to our music community through charity and community.
Upbeat GNV is an organization we started in Gainesville, FL to support the musicians of the city and its surrounding areas with finding mental health treatment.
We’re here to destigmatize mental health treatment in the Gainesville music community and help demystify the process of getting help for our musicians.
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BRAND VALUES
Community
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Accessibility
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Charity
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TONE OF VOICE
CASUAL
FORMAL
PLAYFUL
SERIOUS
STABLE
DYNAMIC
REALISTIC
IDEALISTIC
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PRIMARY LOGO USAGE
The Upbeat GNV logo is composed of a logomark and a logotype.
The horizontal logo is the primary logo
and should be used in most instances.
The stacked logo is for large-scale use.
Avoid using at small sizes, as it can
become illegible.
Always use the logo files provided.
Do not re-create.
The primary logo may only be used in brand colors white, black and green.
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CLIENT NAME
LOGOMARK
USAGE
Our logomark represents a rest note and music note encapsulated within a circular graphic treatment. The logomark design symbolizes three things: It is first a nod to the organization’s name, as it is the notated visualization of a note performed on the “upbeat.” Second, the rest placed before the note is meant to symbolize the organization’s ideal of prioritizing self-care before performance. Third, the logo serves as a nod to the founders’ origins in the the ska scene of of Gainesville, FL. In ska music, the upbeat is prominently featured.
The logomark may be used separate from the logo in its entirety, but the rest note and music note should not be removed from the circular graphic treatment. The logomark may also be used inside of a circular text treatment as seen to the right.
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LOGOTYPE USAGE
The logo may be used free of the logomark when necessary. This should only be used in rare instances where the logo in its entirety may be illegible at a small size. For example, this could be used on applications where text is small, such as pens, various print materials, or web design.
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CLEAR SPACE
The minimum spacing requirement is 0.25 inches and should always be used when placing the primary or logomark into a design. In printed materials, the logo should be at least 0.25 inches in height.
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BRAND TYPOGRAPHY
Zine Time is a gritty sans serif display face derived from old newspaper headlines that have been photocopied. Zine Time is a display face that comes in only uppercase characters and should ONLY be used for large headlines. Do NOT use for body copy or long subheaders.
This is NOT a Google Font, but it is uploaded in Canva. If the font is required for an external desktop application, contact your supervisor and it will be provided.
Montserrat is a geometric sans-serif typeface and Google Font. This font should be used for all subheaders, body copy, or longform typography where Zine Time cannot be used. Both Regular and Bold weights may be used.
Regular
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Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890
!@#$%&
MONTSERRAT
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BRAND COLORS
Our primary brand colors include black, a punchy green and blue, as well as white and grey. The primary palette often utilizes black backgrounds with pops of color, however in various social media applications, background colors may vary for contrast and variety.
Typography may be black, white or green only. Blue is only meant to be used for background colors.
White backgrounds may be used when there is longer text or for various web/print applications. Grey should be used only as a secondary color on top of a black background as a graphic element.
#000000
#c8ff00
#2057f2
#ffffff
#f8f8f8
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PHOTO�STYLE
Photography styles should always be considered and follow these guidelines. Photography should always be representative of music, musicians or an emotional connection with an audience while composed in an artistic way. Photos should most always be in black and white while conveying a main subject in relation to music, mental health or a human element. Photos may be laid back but still should maintain a certain amount of energy, intensity and sophistication in style that represents the brand’s vision. Color photos may be used sparingly when necessary in layouts such as web applications.
Great free photography resources:
Unsplash.com
Pexels.com
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GRAPHIC ELEMENTS
Various graphic elements may be used for texture and stylistic effects.
Graphics may include any torn paper or plastic textures, grain or grungy effects as seen to the right. There are no real set limitations for this as long as it stays within brand guideline rules and doesn’t overpower the content while still remaining legible with a balanced composition.
For an example of how the brand
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SOCIAL �MEDIA EXAMPLES
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APPLICATIONS
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TRADE SHOW BANNER
STICKER
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SHIRT
POSTER
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GET IN�TOUCH
For any branding inquiries or art direction, please contact
us and we’d be happy to help!
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