Gomito brand proposition and Guidelines

G O M I T O P R O D U C T I O N S
G U I D E L I N E S

This brand and its manual and were built to the discipline
of Design Practice 2 at Anglia Ruskin University, taught by
Will Hill, with the goal of generating an understanding of
what is a Visual Identity, which composes and how to build
it and other elements that it involves.
Project developed by Marina Alves Teixeira.

C O N T E N T
introduction
basic concepts
gomito productions
the logo
versions
chromatic scheme
exclusion area
typography
application
4
5
6
7
8
9
10
12
13

4
I N T R O D U C T I O N
The visual identity system is the vehicle for visual
transmission of values for an Instituion. An integrated
and well-structured graphic identity has the potential
to strengthen and consolidate the presence of an
service or product in the market. It is, therefore, one
of its main assets and should be used in a uniform and
consistent manner.
This manual comes in order to standardize and
manage the use of the visual identity of the brand
Gomito by presenting the technical specifications and
demonstration of proper applications. It is essential
that the standards presented here are followed so that
your goal of contributing to the consolidation of the
project image is achieved.

5
B A S I C
C O N C E P T S
Visual Identity
A unified and coherent visual system of elements and
graphic applications that follows normative standards
and represents an Institution, service or product.
This set basically consists in a graphic sign and its
possibilities of reproduction in visual media.
Logotype
Nominal representation of the brand, based in a
existing typeface or a lettering.
Simbol
Graphic sign that synthesizes the brand concepts in a
way that facilitates its assimilation and recognition.
Brand
Simbolic representation of a product, service or
Institution, that embraces its name, conduct and
provided experiences as well as all the concepts and
look that make it distinctive.

6
G O M I T O
P R O D U C T I O N S
Gomito, formed in 2001 in Cambridge, is a
collaboration of artists making new visual theatre.The
company is an ever-changing family of performers,
designers, directors, musicians and writers who want
to share stories in a certain way; with creativity,
entertainment, humour, emotion, liveness and
homespun roughness; with theatricality at its simplest.
Gomito makes theatre for everyone who enjoys a good
story told with all of the above.
Gomito Mission
Gomito brings together creative artists to tell new
stories with visual theatre. Gomito creates theatrical
worlds where audiences can escape the everyday and
delight in emotions, playfulness and imagination.
Gomito Vision
By testing the possibilities of theatre for a universal
audience Gomito will carve out a unique place
in the British arts scene.The Gomito name will
be understood as a mark of high quality, creative,
surprising, popular theatre for all

7
T H E L O G O
Theatre experience and its elements
The logo was inspired by the theatre experience
given by the performances, approaching on of theatre
important elements: the light. Stage lighting has
multiple functions, including: selective visibility;
revelation of form; focus, directing the audience’s
attention to an area of the stage or distracting them
from another; setting the atmosphere of a scene and
composition.
Brand elements
It was chosen simplicity and geometrical features
to the brand in order to contrast to the fantastical,
magical and unique world created by the Theatre
Company.The flat “G” is placed in three-dimensional
environment and illuminated on its left up part,
creating a shadow that reveals the letters forms, that
mixes with the background.This created silhouette
is frame with the aim of metaphoric exemplifies that
scenes are decoupages of the show as hole.
The colour palette was selected based on RGB (light
colour, additive system): White as the presence of all
colour spectrum. Black as the absence of light. Both,
together create contrast and drama.

8
V E R S I O N S
H o r i z o n t a l v e r s i o n s
S i m b o l
The logo vertical version consists in the main version.
It best represents the concepts of the project and
therefore is the most recommended. However, for
situations where you can not use it should be aware of
the rules that direct its application in other versions.
The logo, in all its versions and signatures, must be
applied in the context of highest contrast.
Horizontal version
This version must be used when the composition
demands a horizontal orientation.
Simbol
This version is applied in case of space restriction or
there is the necessity of emphasize the symbol (using it
as a signature).
This manual does not cover all circumstances for
the application of the logo. Each situation must be
analysed so that the appropriate version is applied.
Ve r t i c a l v e r s i o n s

9
C H R O M AT I C
S C H E M E
Colours play an important role in the proper
functioning of a visual identity system.The unit of the
original colour code must be maintained in case that,
for example, changes are caused by different printing
processes.
Chromatic scheme of branding is based in percentage
variations of pure black in C M Y K code ranging from
0% (white) to 100% (black).
Follow the colour codes of the original colours in
CMYK standards used for printed materials; RGB
used for digital viewing, and hexadecimal code used for
placement on the web.
RGB 245 245 245
CMYK 0 0 0 5
#F5F5F5
RGB 255 255 255
CMYK 0 0 0 0
#FFFFFF
RGB 60 60 59
CMYK 0 0 0 90
#3C3C3B
RGB 60 60 59
CMYK 0 0 0 90
#3C3C3B
RGB 255 255 255
CMYK 0 0 0 0
#FFFFFF

10
E X C L U S I O N
Z O N E
The exclusion zone aims to ensure readability,
recognition and brand integrity, protecting it from
interference from external elements.This is a minimal
margin between the brand and other visual elements
positioned nearby.

12
T Y P O G R A P H Y
In order to preserve the recognition and exclusivity of
the logotype, a Typographic family was chosen to be
used within different purposes.
Futura Std and its family
This typeface is used for writing texts in virtual
platforms ,such as virtual banners or website, or short
printed texts used in posters, for examples.
Title is the only situation where the typeface used
in the logo (Futura Sd Medium) is applied, always in
uppercase.
Adobe Caslon Pro and its family
This typeface is used for writing texts long texts in
material platforms such as stationery or invatations.
Futura Std
Light////abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 234567890 £&@?!/+(.,:;)
Book////abcdefghijkl mnopqrstuvwxyz
1 234567890 £&@?!/+(.,:;)
Medium////abcdefghijkl mnopqrstuvwxyz
1 234567890 £&@?!/+(.,:;)
Adobe Caslon Pro
regular///abcdefghijkl mnopqrstuvwxyz
1 234567890 £&@?!/+(.,:;)
italic///abcdefghijkl mnopqrstuvwxyz
1 234567890 £&@?!/+(.,:;)
semibold///abcdefghijkl mnopqrstuvwxyz
1 234567890 £&@?!/+(.,:;)
semibold italic///abcdefghijkl mnopqrstuvwxyz
1 234567890 £&@?!/+(.,:;)
bold///abcdefghijkl mnopqrstuvwxyz
1 234567890 £&@?!/+(.,:;)

13
A P P L I C AT I O N S
Applications of visual identity to make clear its use.
Elements derived from the logo may be used in the
visual composition as shown in the following examples.
v e r t i c a l p o s t e r

Gomito brand proposition and Guidelines

s t a t i o n e r y : l e t t e r h e a d a n d e n v e l o p e
c/o Greenwich Theatre,
Crooms Hill,
Londo n, United Kingdo m
ww w.gomitoproductions.co.uk
ADRESS APARTMENT NUMBER
STREET
CITY
POSTCODE
COUNTRY
NAME MIDDLE SURNAME

Gomito brand proposition and Guidelines

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