brand identity guidelineslogo do’s and don’ts 11 colour palette 12 logo colour versions 13...

BRAND IDENTITY GUIDELINES

Should you have any enquiries please contact:

CARIFESTA XIV SecretariatMinistry of Community Development, Culture and The Arts

Nicholas Tower, Independence Square, Port of SpainTel: 1 (868) 463-6619

Email: [email protected]

ContentsBrand Identity Guidelines 4Carifesta XIV Icon 5Carifesta XIV Logo Devices 6Clear Space / Exclusion Zones 8Minimum Sizes 9Co-Branding 10Logo Do’s and Don’ts 11Colour Palette 12Logo Colour Versions 13Background Colour Palette 14Merchandising Colour Permissions 15Signage & Large Format 16Press / Print Logos 17Digital / Web Branding 18Digital / Web Icons 19Typography 20

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The purpose of these guidelines is to help designers and organisations to accurately reproduce the ‘CARIFESTA XIV Trinidad & Tobago - Connect, Share, Invest’ Brand.

Consistent representation of the brand is critical as this forms part of our identity. CARIFESTA XIV represents our people here in Trinidad & Tobago, our brothers and sisters in the Caribbean, the wider diaspora and the international community with one image, one voice, one message in unity.

Brand Identity Guidelines

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Take the colourful character of the Pierrot Grenade and meld the energy of the Moko Jumbie and we have the perfect synergy of elements that represent the Caribbean.

Where culture meets expression and where passion connects with creativity, we find the junction where the official CARIFESTA mascot, “Kierrót”, comes to life.

Its movement and beauty all on display during the Caribbean’s premiere cultural explosion, CARIFESTA XIV.

Carifesta XIV Icon

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This section demonstrates the proper use and application of the CARIFESTA XIV logo. The elements of the logo are fixed and should not be altered in any way.

The CARIFESTA XIV logo is only to be arranged in the three formats noted in this publication:

1. The Icon (isolated)2. Vertical (with or without tagline)3. Horizontal (with or without tagline)

The CARIFESTA XIV logo may not appear on the same page of a document or on-screen presentation in any other arrangement.

A number of digital file formats are available for a variety of applications, inclusive of print, digital and onscreen communications, to ensure easy adherence to these guidelines. Do not re-create the Identity under any circumstances. Colours referenced are described in detail on page 8 of this document.

Carifesta XIV Logo device

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VerticalWith TagThe

Icon

VerticalWithout Tag

VerticalWithout Tag

VerticalWithout Tag

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Exclusion zone is the minimum area allowed for any intrusion, you can use a larger space if desired.

The logo must always be protected on all sides by a negative or white space equivalent to the height of the ‘C’ in the CARIFESTA logotype. This exclusion zone must be free of all branded and non-branded graphic or copy elements, and is to be respected under all circumstances. Remember to treat the logotype and icon as one image (logo) - always use the master files that have been supplied.

Please note that the exclusion zone is the minimum area allowed for any intrusion, you can use a larger space if desired.

Clear Space/Exclusion Zones

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In order to maintain the integrity of the CARIFESTA XIV logo, a minimum size to which it can be used where it still remains legible is required. The minimum size is 1.25” in width for the vertical logo with proportional height, and 1.25” in height for the horizontal logo with proportional width. These sizes relate to printed and traditional media. Digital sizing can be found on page 18 of this guide.

Minimum Size

1.25”

1.25”

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When branding with other entities, the logos should be visually the same size and be equal in weight and prominence. The spacing between the logos should be at least the space of the exclusion zone. (Please see page 8). More space would be preferred as the recommended minimum clearance is to protect the logo.

The logo will appear on many different applications and formats and these guidelines will help to give it clarity and presence. The horizontal logo or the vertical logo may be used, whichever is more appropriate and guidelines apply to vertical or horizontal versions of the logo.

Co-Branding

Logo 2

Logo 3Logo 2 Logo 3

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August 16th-25th, 2019Connect, Share, Invest

August 16th-25th, 2019Connect, Share, Invest

It is important the CARIFESTA XIV logo is not re-adjusted in any way other than stipulated in these guidelines. The examples shown are some but not all of the things that should be avoided. When a logo is altered it becomes less identifiable and may lose its effectiveness.

Don’t1) stretch the logo vertically or horizontally.2) use other colours than those specified on

page 8.3) change the logotype, font, sizing or

placement.

Do• use the files supplied and follow the

Brand Identity Guidelines.• help us to maintain an image that is

unified and consistent across all media and platforms.

Logo Do’s and Don’ts 1

2

3

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Colour Palette

RGB = 120, 26, 36 • CMYK = 41, 100, 90, 32

RGB = 253, 184, 20 • CMYK = 0, 30, 100, 0

RGB = 237, 28, 36 • CMYK = 0, 100, 100, 0

RGB = 242, 101, 34 • CMYK = 0, 75, 100, 0

RGB = 253, 184, 20 • CMYK = 0, 30, 100, 0

RGB = 255, 242, 0 • CMYK = 0, 0, 100, 0

RGB = 141, 198, 63 • CMYK = 55, 0, 0, 0

RGB = 0, 104, 56 • CMYK = 90, 30, 95, 30

RGB = 26, 71, 141 • CMYK = 41, 100, 90, 32

RGB = 91, 202, 235 • CMYK = 55, 0, 0, 0

RGB = 0, 0, 0 • CMYK = 0, 0, 0, 100

RGB = 255, 255, 255 • CMYK = 0, 0, 0, 0

The colour palette of the CARIFESTA logo, which is heavily gradient oriented, uses an almost rainbow spectrum of colours. These colours can be utilised in material developd for the brand but must NOT be placed directly behind the CARIFESTA XIV device other than specified on page 13 of this guide.

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The Logo and Tagline (horizontal or vertical) can be used in the following colour versions:

The Logo and Tagline may appear on many different applications and media. Please select the option that best suits your purpose. Please note that no other colour versions will be permitted. The variants are supplied with the master files.

Logo Colour Versions

2 4

1 3 5Full Colour (light backgrounds) 1 Colour Black (light backgrounds) Grayscale

Full Colour (dark backgrounds) 1 Colour White (dark backgrounds)

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Background Colour PaletteThe preferred background colours for the CARIFESTA XIV branding are as follows:

NO OTHER gradients or other solid colours should be used behind CARIFESTA branding.

1 1Plain White Plain Black

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Merchandising Colour PermissionsThe CARIFESTA XIV logo is vibrant and colourful, symbolic of our Caribbean people. We therefore need to ensure that it looks its best at all times.

The full colour logo can ONLY be used on SOLID black or white backgrounds (eg. 1). When any other colour background is being used, the one colour logo must be applied, either white or black (eg. 2) dependent on the visibility i.e. black logo is not very visible on dark colours and white not visible on light colours (eg. 3).

Logo must NOT be printed on any merchandise which compromises the size (eg. 3) as stipulated on page 9 of this document.

1

2

3

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Signage & Large FormatWhile the banner/billboard/signage may utilize design elements of any colour, please ensure the logo is displayed at an appropriate size using the stipulations on page 8 and 10. The CARIFESTA XIV logo must ALWAYS be displayed in a CLEAR white or black space.

Where multiple logos are being used, please ensure the size stipulations on page 10 are followed.

ENTE

R

Logo A

Logo B

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Press/Print LogosThe CARIFESTA XIV logo must always be appended at the start of the natural human reading inclination i.e. at the very top (portrait and landscape), at the extreme left (landscape), or at the base (following stipulations on page 8) of any print ad.

The CARICOM Logo MUST BE placed as part of the CARIFESTA XIV sign off on any print ad at the bottom right corner. All other logos will be placed to the left of or above the sign off appropriately scaled as stipulated on page 10.

ww w. ca ri festa. ne t

LogoB

LogoA

LogoC

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Digital/ Web BrandingAll digital ads (web banners, promoted ads) MUST display the logo on plain vwhite OR black backgrounds. To maintain visibility, the minimum display size of the logo should be 120 pixels in width for the vertical logo with proportional height, and 120 pixels in height for the horizontal logo with proportional width.

120 px

120 px

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Digital / Web IconsOn and across all material or branding where the digital platforms of CARIFESTA XIV are advertised, the preferred icons that should be used are indicated below. The official website must be appended to the digital icons as a full representation of the online presence of the brand in the digital/online space. The icons can be found as part of the kit provided.

www.carifesta.net

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The following fonts are permissible for use in relation to ANY form of branding or promotional material. A folder with all these fonts can be found with the master file.

HEADLINES

Bakery RegularUni Sans BoldUni Sans Regular

SUB-HEAD & BODY COPYPRIMARY• Uni Sans Font Family

(Thin, Regular, Semi-Bold, Bold, Italic)

• Palatino Font Family(Regular, Semi-Bold, Bold, Italic)

SECONDARY• Helvetica Neue Font Family

(Regular, Bold, Italic)

• Myriad Pro Font Family(Condensed, Regular, Semi-Bold, Bold, Italic)

• Times New Roman Font Family(Regular, Bold, Italic)

Typography

Grandstand, Queen’s Park Savannah, Trinidad, West Indies. 1 (868) 463-6619 [email protected]

brand identity guidelineslogo do’s and don’ts 11 colour palette 12 logo colour versions 13...

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