CULTURALITY Visual Identity Kit (D8.1)
Abstract
The CULTURALITY Brand Guide is a comprehensive document that defines the branding and visual identity standards for the CULTURALITY project, which focuses on cultural heritage and creative tourism in rural and remote areas. It covers the project's core branding elements, including the logo, color palette, typography, graphic grid systems, and usage guidelines to ensure a coherent and unified image across all stakeholders and communication materials. The guide also outlines templates and standards for various forms of media—such as posters, merchandising, and social media—tailored for stakeholders like partners, local communities, cultural tourism professionals, and the general public.
Full text
1 VISUAL IDENTITY KIT V1.0 MAY 2024 Ref. Ares(2024)4816334 - 04/07/2024
WELCOME This document aims to establish the basis of the CULTURALITY Project Branding and Visual Identity. Based on the solutions and rules presented here, which have been specifically designed and adapted for the ecosystems of rural and remote areas, which make up the main target group, all the communication materials have been produced, such as the project logo, the entire visual identity and the communication templates that guarantee all the partners a strong and coherent presentation of the project to the different stakeholders. 2
CONTENTS TARGET AUDIENCE 4 THE CONCEPT 5 THE SOLUTION 9 GRID 10 COLOURS 12 THE LOGO 15 CHARACTERS 16 VARIATIONS 17 PROTECTION AREA 28 MINIMUM SIZES 29 TYPOGRAPHY 30 VISUAL UNIVERSE 33 PATTERNS 3 POSTERS 40 MS WORD 41 FINISHES 43 MERCHANDISING 47 BANNERS 49 SOCIAL MEDIA 50 3
TARGET AUDIENCE 4 • CULTURAL TOURISM ECOSYSTEM Key players with a direct interest in the project. • LOCAL COMMUNITIES Direct involvement in the project. • SOCIETY & GENERAL PUBLIC Broader audiences.
THE CONCEPT The main inspiration for creating the graphic identity of the CULTURALITY project comes from three basic concepts associated both with the traditional practice of artisans in rural areas and with the collaborative dynamics established in inter-institutional projects. 5
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THE SOLUTION Based on these three main ideas: the point, the connections and the modules, the main purpose became to create a constructive system from which various graphic forms could emerge, representing the collaborative dynamic where the whole becomes greater than the sum of the parts. 9
CHARACTERS 16
VARIATIONS 17 One line [Full Horizontal]
VARIATIONS 18 Two lines [Horizontal]
VARIATIONS 19 Three lines [Vertical]
VARIATIONS 20 Four lines [Full Vertical A]
VARIATIONS 21 Four lines [Full Vertical B]
THE LOGO The need for the logo to be accompanied by the name of the project in full [CULTUral heritage in RurAL remote areas for creative tourism and sustainabilITY] meant that the typographic block had to be integrated into the different variations. 22 With project name in full
VARIATIONS 23 Four lines [Full Vertical B] with project name in full.
VARIATIONS 24 Four lines [Full Vertical A] with project name in full.
VARIATIONS 25 Three lines [Vertical] with project name in full.
TYPOGRAPHY 32 Inter features a tall x-height to aid in readability of mixed-case and lower-case text. Several OpenType features are provided as well, like contextual alternates that adjusts punctuation depending on the shape of surrounding glyphs, slashed zero for when you need to disambiguate "0" from "o", tabular numbers, etc. abcefg ACDFPY 126790 ;-)
VISUAL UNIVERSE 33
PATTERNS 34
PATTERNS 35
PATTERNS 36
PATTERNS 37
PATTERNS 38
PATTERNS 39
POSTERS 40
MS WORD 41 Templates for cover and continued pages
MERCHANDISING 48 Tote bag
BANNERS 49
SOCIAL MEDIA 50 Instagram
SOCIAL MEDIA 51 YouTube
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