SPRING_ 2 0 1 9

branding guidelines
contents 002 brand
table of
006 mood

012 logo

020 color

024 type

028 elements
 brand

mission statement

explanation
brand
team
about the brand
enter the mainframe
Mainframe is defined as the primary memory of a computer. Within the
context of a collective, it seeks to describe our generational experience
as we have navigated a major shift from analog to digital. Collecting
the moments of our lives through physical photo frames and digital
windows, we represent a group of creatives with a unique relationship
to technology; one where we design the future while staying connected
to the nostalgia of where we started. This book commemorates our
journey and serves as the memory for what we have all created
together. Welcome to our mainframe.
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about the team
As a team, we descided that focusing on memories is a key factor to
our brand. Our personal aesthetic as designers is derived from our past
experiences. To better understand our team, we asked each other a
simple question: How has your past influenced your aesthetic?
Jorge Llontop
“My life as a gay immigrant has been very chaotic and eventful, so I
wanted my designs to reflect the calm my life has never had.”
Amanda Lundquist
“I am from San Fransico where everything is green and expensive. I
care to simplify how we take care of ourselves and the environment.”
Miranda Melton
“I have always been inspired by simple shapes and pastel colors, which
tends to be utalized in most of my design elements.”
Kalie Stramaglio
“Coral.”
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 moodboard

photo style
mood
 moodboard
inspiration
Mainframe began as a deep dive into nostalgia; the grain of old photos,
the static of VHS tapes, the warmth and color of our past. It evolved
into a nod not only to that past but to our future, through incorporating
current design trends such as breaking the grid and using text as
image. By combining an 80s-90s aesthetic with clean type and modern
layouts, Mainframe encapsulates who we are as people, as designers,
and as a collective.

009
 photo
shooting process

about
To tie in with our theme, each student portrait will be shot with two
color gels placed over the key lights in front of a light colored neutral
background. Each subject will have a choice between a few different
color combinations utilizing blue, green, pink, or orange color gels.

post

treatment
The overall tone of the colors will be edited to fit more closely with

the team
the Mainframe branding color palette (coral, gold, seafoam, emerald).
A grain filter will then be overlaid to give the photo a more nostalgic/
film vibe, and it will be placed into the black photo frame that is further
explained in our design elements.

website photography
On the Mainframe website, the same stylized photos will be displayed,
however they will be more in the form of a film strip, containing multiple
“outtake” frames for each student.

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 master logo

variations

usage
logo
master logo

master logo
about the logo
A mainframe is the primary memory source of a computer. The logo
was created in order to spark memories of our own. The purpose is
to make the viewer feel nastogic, just by viewing the logo. The font
spelling out “mainframe” is Helvetica Bold. This font has been used
throughout the 1990’s, and is being repurposed in the logo to reach the
goal of feeling nastoglic.

logo requirements
The master logo for the Mainframe brand is required to be placed on
beige, white, or on a black textured background. If it is placed on white
or beige, the logo must use black lettering. If it is placed on a black
textured background it must use white lettering. It is not allowed on any
other color background, or use any other colored text.

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 min. size & clear space
symbol description
2 in

0.5 in

minimum size
The smallest the logo is allowed is 2 inches wide by 0.5 inches tall. The
logo may not be distorted either.

shape
The symbol used in the Mainframe logo represents memory as well
as unity. The icon is an abstract frame, which represents the storing of
memories, much like a traditional mainframe.

color clear space

All the colors used in the symbol represent multiple memories coming The minimum clear space required around the logo is 0.15 inches. The
together to form something bigger. This represents the capsone class clear space around the logo is very small because part of the brand
coming together as individuals to form our class and show. identity is the elements being very close, and almost hugging.

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018
logo variations

019

logo don’ts
 main color palette

secondary color palette

color
 secondary palette
main palette

coral black
cmyk: 00 | 73 | 68 | 00 cmyk: 100 | 100 | 100 | 100
rgb: 242 | 107 | 85 rgb: 0 | 0 | 0
hex: F26B55 hex: 000000

gold white
cmyk: 00 | 35 | 79 | 00 cmyk: 00 | 00 | 00 | 00
rgb: 251 | 177 | 79 rgb: 255 | 255 | 255
hex: FBB14F hex: FBB14F

seafoam beige
cmyk: 83 | 25 | 45 | 03 cmyk: 04 | 06 | 21 | 00
rgb: 14 | 142 | 142 rgb: 244 | 234 | 205
hex: 0E8E8E hex: F4EACD

emerald
cmyk: 91 | 45 | 55 | 26
rgb: 06 | 94 | 96
hex: 065E60

The primary colors chosen for the brand are a blend of muted & bright
tones. All these colors can be found in the frame portion of the logo.
There are two tones of green, coral and a gold to add a bolder accent
color. Each color serves their own purpose as part of the brand and
logo.
The secondary colors are a bit more muted so they do not clash with
the primary color palette. These colors are neutrals to combate the
loud-ness of the main colors. They also work well at complimenting the
main color scheme - each individual main color is compatible with each
individual secondary color.

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 type faces

hierarchy

orientation
type
 usage & hierarchy
typefaces

helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ

headline
bold: abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-+=

headline
helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ
regular: abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-+=
All headlines must be between 24 and 50 points in
size with a tracking of 18 to 28 points. They must be
helvetica bold, lowercase, and rest vertically.

helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ
light: abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-+=
subhead All subheads must be between 12 and 18 points in
size with a tracking of 18 to 28 points. They must be
subhead helvetica bold, lowercase, and rest horizontally.

Body copy All body copy must be between 11 and 16 points in

size with a tracking of 13 to 15 points. They must be
Body copy helvetica regular or light, sentance case, and rest
horizontally.

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elements icons

patterns
 elements
elements
001 - photo frame

text
This frame is only used as an element to frame portrait photographs.
There are text elements on the sides of the frame that are editable. The
text will be customizable, containing their section number and initials.

002 - text stroke shadow

The text stroke shadow is only used for main titles, such as a
chapter or section divider. The filled text must be on top, and slightly
overlapping the shadow, exactly how it is shown on the left.

003 - colored line

The colored line can be used horizontally or vertically. The weight of
001 002 the line must be thin, having a thickness of 0.125 inch.This element
can be placed anywhere throughout the branding of Mainframe, but
traditionally used as a divider between the dark texture background,
and the beige background.

004 - texture
003 The texture element is used only as a background. Unless the page
contains imagery or a large body of text, the black texture should be
used as a background. When placeing text on this background, the text
must be white or beige.

additional elements
The page numbers on any documents must be three numbers long.
For example: Page 1 should read 001, page 10 should read 010, and
page 100 should just read 100.

004

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