Level 1a – Friends & Family
Overview
Friends & Family Events are among our biggest sales opportunities. They are major equity events that occur multiple times per year. All applications need to feel big. They also have the opportunity to be modified according to seasonal categories.
Identity overview
Example of Friends & Family creative.
Identity components
Lockup
Friends & Family has a customized vertical and horizontal lockup.
A-Frame
Friends & Family uses an altered frame that matches the A character in the lockup.
Lockup construction
A – Date Range
B – Event Lockup
C – Save story. Type size based on 2× Date range.
D – Detail type/legal copy. At least smaller than .5× date range type size.
E – Leading. Based on x-height of date range.
F – 2× leading.
When constructing a lockup, always begin with the predesigned template. Modifiers can be altered to accommodate to different line/word lengths, but should be kept as close to the original size ratio as possible.
Lockup hierarchy
When creating our lockups for Friends & Family Events ensure the event name is significantly larger than the save story. These events have brand equity and we want the event title to be the top level in the hierarchy.
A-Frame construction
A – Width is equal to frame width
When constructing an A-Frame device, make the cut-out section the same width as the frame. Only use the frame as a square, not a rectangle. The frame should follow the same width guidelines as our Chek Box. For more information on how to size the frame visit the Chek Box Frame page.
Orientation
Friends & Family event lockups have 2 orientations in order to best fit the needs of different channels. Always select the orientation that has the most presence in your layout.
A – Vertical
B – Horizontal 1
Colour
Friends & Family uses core colours as well as a seasonal palette.
Seasonal colours
Friends & Family Events use our seasonal colour palette to maintain a fresh feel and distinguish between events.
For more information on the seasonal colour palette see the Promo Colour Palette page.
Colour usage
As an event with major brand equity, Friends & Family events should use the core colour palette as the focus, and the seasonal colours as an accent to distinguish events and keep them feeling fresh. Only use the seasonal colours in our Friends & Family A-Frame.
A-Frame examples
Lockup colours
Friends & Family lockups can be black/red on a white background or white on coloured backgrounds.
