Hell's Half Mile

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Table of Contents
Mission Statement . . . . . . . . . . 3
Who are we? . . . . . . . . . . . . . . 4
Mood Board . . . . . . . . . . . . . . 5
Primary Logo . . . . . . . . . . . . . . 6
Secondary Logo . . . . . . . . . . 8
Correct Logo Usage . . . . . 10
Incorrect Logo Usage . . . . 12
Color Palette . . . . . . . . . . . . 14
Typography . . . . . . . . . . . . . 15
Spacing . . . . . . . . . . . . . . . . . 16
Grid Layout . . . . . . . . . . . . . . 17
Logo Application . . . . . . . . 18
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Mission Statement
For Hell’s Half Mile, music and film is our top
priority. For our logo we wanted something
simple and easy to remember, but something
that still manages to stand out from the
crowd. Our logo represents our connection
to the film and music industry, while still
representing our independent roots.
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Who are we?
Founded in 2006, Hell’s Half Mile
is a down to earth and energetic
independent film and music festival
held at Bay City, Michigan every
year. For four days, our festival
focuses on the importance on the
underground lesser known indie films
and bands, giving them time in the
spotlight.
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Mood board
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Primary Logo
This is the main logo that should be used
when possible, if unable to fit somewhere due
to its longer size, see the secondary logo for
a more compact version.
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Secondary Logo
This secondary logo should be used in place
of the main logo only when something more
simple/form fitting is needed, the primary logo
should try to be used as much as possible.
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correct logo usage
These also apply to the
secondary/compact logo.
1 - Put on non busy backgrounds.
2- Use same or similar values when
changing hues.
3 - Switch to the white logo when the
background is dark.
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2
3
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incorrect logo usage
These also apply to the
secondary/compact logo.
1 - Do not rotate logo
2- Do not stretch or squash logo
3 - Do not move glyph or text on logo
4 - Do not resize only one part of the logo
5 - Use compact logo glyph with the
primary logo
6 - Do not change the value of the logo
colors (see previous pages for correct
ways to recolor logo)
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1 2
3 4
5
6
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Color Palette
Warm colors portray feelings of energy and optimism. These muted warm colors
invoke these feelings, but don’t strain the viewers eyes.
Pantone 490 c
#4B181B
Pantone 7624 c
Pantone 7504 c
#822C2B #967358
C: 44
M: 84
Y: 72
K: 66
R:73
G: 25
B: 27
C: 31
M: 90
Y: 81
K: 34
R:130
G: 44
B: 23
C: 37
M: 51
Y: 67
K: 14
R:150
G: 116
B: 88
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Typography
The type for the Hell’s Half Mile logo uses both serif and sans serif font. The main
font, Old Style, refers back to the history of the street HHM takes place, while the
tagline font of Champagne & Limousines is more modern, celebrating the current
films and music played at the festival.
Old Style
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Champagne & Limousines
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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Spacing
Minimum clear space is defined as the height of the E.
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Grid Layout
Grid is defined by a grid line every 72 pt with 8 subdivisions.
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logo application

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