style_guide_2014_text

ImpressDance
brand identity style guide

Foreword
This document is a guide to the brand communication style of
ImpressDance. Here you can find explanations about what the
brand stands for, how it is expressed, and how its visual elements
compliment each other in all communications.
The guide should be followed whenever commissioning, designing,
and delivering any kind of communications. This ensures the
possbility of preserving the brand’s appearance and making
an impressive and memorable visual impact on customers so
stimulating their loyalty to the brand.
So, be methodical, comply with the rules, and stay creative.
Take care and enjoy the process!

ImpressDance brand identity style guide

Contents
1.1. what is ImpressDance? 3.1. core elements
3.2. documents1.2. ImpressDance: mission
2.1. the logo
3.4. business cards
1.4. the brand values
2.3. typography
1.5. tone of voice
1.3. ImpressDance: vision
2.2. the color palette
3.5. roll up banner
3.6. magazine advert
3.7. digital publishing
2.4. imagery
visual identity in application
brand identity style guide:
last revised in April 2014
brand's ideology

6 ImpressDance brand identity style guide

ImpressDance brand identity style guide 7the brand's ideology
ImpressDance is a lifestyle dance club that teaches ballroom
and social dancing to adults and children in the form of group
and/or individual lessons. It offers a great variety of dance
styles, as well as a wide choice of dance teachers in Saint
Petersburg, Russia. In addition to dance teaching activities,
ImpressDance organizes dance events on a regular basis.
ImpressDance is an elegant dance club that has everything a
dancer needs including a high-quality dancefloor, comfortable
changing rooms with showers, stylish bar area, welcoming
reception area, and relaxing lounge zone.
ImpressDance was opened
in June 2013. It is located in
Saint Petersburg, Russia,
and has an amazing view
of the River Neva.
what is ImpressDance?1.1.

8 ImpressDance brand identity style guidethe brand's ideology
ImpressDance's mission is to help people discover that dancing
inspires, grants unforgettable emotions, opens up new facets of
living and teaches how to see and live beyond the everyday.
ImpressDance's mission aims to make people's lives more
adventurous, stylish, exciting, and invigorating.
ImpressDance: mission1.2.

ImpressDance: vision1.3.
ImpressDance intends to share a multifaceted dance culture
with the citizens of Saint Petersburg and to make them
realize that dancing is a pleasurable experience for anyone
of any age or constitution. Full service comfort, friendly
and truly professional staff, an inspiring atmosphere, and
affordable prices make an unforgettable impression.
ImpressDance unites people who share the same passion for
dancing, organizing outstanding dance events and creating a
community of healthy, happy, and stylish people.

ImpressDance has four core values that are intrinsic and
fundamental beliefs that the company holds and nurtures.
These values are interlaced, they greatly influence each
other and cannot be separated from one another.
ImpressDance's four major values are:
- community;
- commitment;
- inspiration;
- growth.
Comunity comprises of
partnership, communication,
and trust; commitment means
dedication, achievement, and
excellence; inspiration stands
for passion, pleasure, and
beauty; whilst growth reflects
personal and professional
ways of natural evolution.
the brand's values1.4.

ImpressDance brand identity style guide 11

tone of voice1.5.
A certain tone of voice can become a distinguishable trademark of
a brand. So, ImpressDance needs to pay attention to the way the
brand projects its values and mission statement.
ImpressDance never over complicates the language it uses and
does not use professional dance jargon on a day-to-day basis.
Instead, the company’s tone of voice stays simple, yet elegant,
friendly, warm, and invigorating. What the brand intends to
project is sincerity, optimism, and inspiration. The company
also avoids using clichés.
ImpressDance welcomes a sense of humor and wit within
appropriate social and ethical boundaries.
ImpressDance emphasizes
clients’ needs and desires, so
it tries to use inclusive terms
such as “you” and “yours” (as
opposed to more self-centered
“we” and “us”).

14 ImpressDance brand identity style guidevisual identity
the logo2.1.
The logo is an essential asset
of ImpressDance., since it
fully reflects the company's
philosophy and values.
The logo has to be treated
kindly, carefully, and with
respect, so never abuse it with
improper usage.
ImpressDance's logo consists of three major elements:
a bright orange rectangle, a slanted rectangular frame, and a
wordmark. These parts are integral and cannot be disassembled.

ImpressDance brand identity style guide 15visual identity
the logo: clearspace
and minimum size
2.1.
The logo needs to breathe, so there is a minimum clearspace that
should be respected around it. In proportion to the logo size, the
letter e from the word Impress should be taken as the guideline.
In order to ensure the
logo is legible at all times,
it is recommended to be
aware of the logo's
minimum size in print
and digital publishing.
15 mm 45 px

the logo: do's2.1.
visual identity
� In color, use a white frame
on dark backgrounds
� In b/w, use white outlines
on dark backgrounds
� In grayscale, use a white
frame on dark backgrounds
� In b/w, use a white frame and black
rectangle on gray backgrounds
the logo in grayscale
the logo in b/w

the logo: don'ts2.1.
visual identity
X do not skew or
distort the logo
X do not rotate
the logo
X do not outline
parts of the logo
X do not switch
colors in the logo
X do not change
colors in the logo
X do not lighten
the logo or adjust
its transparency
X do not reproduce
the logo in
low resolution
X do not scale
elements of the logo

the color palette2.2.
visual identity
A distinctive and elegant color palette makes the appearance of
ImpressDance recognizable and attractive. Bright orange is the
primary color followed by white, turquoise, and black. The last
two colors may be used as tint or shade color variations.
#E73B2B
R231 G59 B43
C0 M87 Y85 K0
web safe #FF3333
#5ABDB8
R90 G189 B184
C63 M0 Y33 K0
web safe # 66CCCC
#12100B
R0 G0 B0
C77 M69 Y65 K90
web safe #000000
#FFFFFF
R255 G255 B255
C0 M0 Y0 K0
web safe #FFFFFF
Note, it is unacceptable to
put together the orange and
turquoise colors side by side
without separating them with
white or black.
These are allowed
increments of tinting:
100%
100%
90%
90%
30%
30%
70%
70%
10%
10%
50%
50%
5%
5%

typography2.3.
ImpressDance uses two font families for its typographic needs:
Gill Sans and Anglecia Pro. They partner well: Gill Sans is a crisp
and straight-to-the-point kind of type, while Anglecia Pro adds a
fashion and more feminine touch.
Regular and light weights are used for body copy, heavier weights
such as bold, semibold or medium for headings and subheadings.
Italics are used for captions, quotes, and commentary notes.
The basic color of body text is black (with the possibility of
changing its tone to a shade of gray in accordance with the color
palette guidelines). Headings and subheadings may be in black or
orange. Additional text such as quotes may appear in turquoise.
Gill Sans Regular
Аа Бб Вв Гг Дд Ее Жж Зз Ии
Кк Лл Мм Нн Оо Пп Рр Сс
Тт Уу Фф Хх Цц Чч Шш Щщ
Ээ Юю Яя 1 2 3 4 5 6 7 8 9 0
? ! . , ; & % $ _ -
Anglecia Pro Text Regular
Аа Бб Вв Гг Дд Ее Жж Зз
Ии Кк Лл Мм Нн Оо Пп
Рр Сс Тт Уу Фф Хх Цц Чч
Шш Щщ Ээ Юю Яя
1 2 3 4 5 6 7 8 9 0 ? ! . , ; & %

typography: usage2.3.
Subheading
Heading
Ballroom dance is a set of partner dances, which are enjoyed
both socially and competitively around the world, and
growing all the more popular in North America. Because of
its performance and entertainment aspects, ballroom dance
is also widely enjoyed on stage, film, and television. allroom
dance may refer, at its widest definition, to almost any type
of partner dancing as recreation.
Source: http://en.wikipedia.org/wiki/Ballroom_dance
HEAD
270% Anglecia Pro Title
SemiBold | Bold
110% leading
145%
190%*
BODY
100% Gil Sans
Light | Regular
120 ‒ 150% leading
* 190%; 245% for >1 line
SUBHEAD
155% Anglecia Pro Title
Regular | Medium
110% leading
These are guidelines on how to use typography correctly for
general purposes. Other acceptable variants for type usage are
shown in section 3 of the ImpressDance brand identity style guide.
Body copy point size is
considered to be 100%.

imagery2.4.
visual identity
The right imagery is essential in order to bring the brand's
values to life. It is therefore a requirement that only
high-quality, original, and engaging images are used. A
wide range of imagery is available to express the variety
of personalities found across the brand and to reflect the
general theme of dancing.
Whenever using images it is obligatory that the brand's
logo is fully legible.
Images can appear in color or black and white. It is required
that they keep to the same style consistently throughout
their integral application (be it a website, an advertising
campaign, or for any other purpose).
It is crucial to have the rights
and/or valid licenses (whenever
a stock picture is bought) for the
imagery utlized. ImpressDance
prefers to use its own original
photographs and images
rather than purchased ones
whenever possible.

imagery: examples2.4.
ImpressDance’s imagery is emotional, dynamic, stylish, and inspiring.
At least one of these mentioned qualities should be reflected in a
picture choice. Acceptable imagery includes people as individuals,
couples or groups, close-ups/detailed shots, interior or exterior
shots, and events; images can be candid or taken in studio photo
sessions. It is permitted to edit images for maximum impact.
Inspiring
Stylish

imagery: examples2.4.
Emotional
Dynamic

24 ImpressDance brand identity style guidein application
core elements3.1.
АаБбВвГгДд
АаБбВвГгДд
Аа Бб Вв Гг Дд
Аа Бб ВвГгДд
Аа Бб Вв Гг Дд
the logo color palette
+ + +
typography imagery
These are the core brand elements that make the visual identity
of ImpressDance unique and engaging. This section shows and
explains how to apply the brand’s visual assets in real-life situations.

ImpressDance brand identity style guide 25in application
documents3.2.
This is an example of a letterhead for official communications.
paper size A4, 210x297 mm;
side margins: 10 mm, bottom 15 mm, upper 25 mm;
layout is divided in equal 12 columns:
body text uses 6 columns;
image area uses 3 columns;
in-between each section there is a 1 column gap.
body text: Gill Sans Light, 10 pt, leading 120%, color black 70%;
right upper corner text: Anglecia Pro Title Regular, 14 pt,
leading 110%, color turquoise 70%;
contact information: Anglecia Pro Text Light, 8 pt,
leading 150%, color black 70%.
Photographic inclusions are optional.

club announcements3.3.
All internal announcements
about the club (such as
timetable, events calendar,
etc.) should be presented in
this particular style.
background: 5% tint of black;
headline: Gill Sans Bold, 15 pt;
classes’ titles: Gill Sans Regular
10 pt and Light 9 pt;
other text: Anglecia Pro Text
Light and Anglecia Pro Display
Extra Light (size in accordance
with p.2.3. of this style guide).

(1)
(2)
(3)
business cards3.4.
card’s size 90x50 mm;
corporate business card: front side (1), back side (3):
headline: Anglecia Pro Title SemiBold, 16 pt, orange 100%;
subhead: Anglecia Pto Title Light, 9 pt, black 70%;
body text: Gill Sans Light, 7 pt, leading 115%, black 70%;
contacts: Anglecia Pro Title Light, 7 pt, black 70%, orange 100%.
personal business card: front side (2), back side (3):
headline: Anglecia Pro Title SemiBold, 15 pt, orange 100%;
job title: Anglecia Pro Title Light, 8 pt, black 70%;
personal information: Anglecia Pro Title Light, 8 pt, leading 125%;
contacts: Anglecia Pro Title Light, 7 pt, black 70%, orange 100%.
address (3): Anglecia Pro Title Light, 8 pt, leading 125%, black 70%.
in application

roll up banner3.5.
banner’s size 850x2000 mm
all borders 70 mm
head slogan (orange): Anglecia Pro Display Medium, 372 pt,
orange 100%;
sub slogan (black): Gill Sans Light, 372 pt, leading 95%,
black 70%;
address: Anglecia Pro Title Light, 70 pt, leading 130%, black 70%;
additional information: Anglecia Pro Title Light Italic, 70 pt,
leading 130%, turquoise 100%;
contacts: Anglecia Pto Title Light, 134 pt, website in black 70%,
telephone number in orange 100%.

ImpressDance brand identity style guide 29in application
magazine advert3.6.
advert size 182x132.3 mm
all borders 10 mm
head slogan (orange): Anglecia Pro
Display Medium, 30 pt, orange 100%;
sub slogan (black): Gill Sans Light,
30 pt, leading 95%, black 70%;
text: Anglecia Pro Title Medium,
10 pt, leading 120%, orange 100%,
Gill Sans Light, 9 pt, leading 120%,
black 70%;
address: Anglecia Pro Title Light,
9 pt, black 70%;
box out text: Anglecia Pro Text Bold
Italic, 8 pt, leading 125%, white.

digital publishing3.7.
The ImpressDance website is a valuable asset, which is why it is
important to keep all pages unified and consistent.
For main headline use Anglecia Pro Display Bold and Anglecia Pro
Title for smaller headlines in a progressive succession. Captions
appear in italics. Body text uses Gill Sans Regular.
Permitted colors for usage within text on the website are black,
orange, and turquoise. Whenever formatting text keep fonts in a
consistent weight and size. Do not overuse bold weights and links
(which should always be underlined and in orange) in body copy.
All images should be of good quality and original.

ImpressDance
brand identity style guide
For help and guidance please email to info@impressdance.ru
Comissioned by ImpressDance Ltd.
Designed by Olga Nayanova
Saint Petersburg, Russia, 2014

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