The positive perception of the 2004 East Coast Music Awards and Conference depends to a large extent on the consistent application of its visual identity standards. Whether on business cards, stationery, signs, posters, brochures or in audio-visual presentations, each design use of the visual identity communicates and reinforces the 2004 ECMA image to its audiences. Following guidelines establish the basic look for each use of the identity. This way we will begin to build and strengthen awareness of our identity and event.

The Event Signature and Logo The 2004 event signature consisting of the logo “ECMA” and tagline is the event’s most important identification element. The two components form an inseparable unit with proportions which should not be altered. Both event signatures exist in English and French.

The Logo The logo is custom-drawn and should not be used in text, or as part of a headline. When the event name is mentioned in a text, it should be written in the typeface that is being used. (e.g. 2004 East Coast Music Awards and Conference).

The Tagline The tagline “YA KNOW YA GOTTA GO... FLAT OUT!” is drawn in outline based on the Decapot font. This enables the Mac and PC user to print the event signature as an EPS or TIFF file.

Tagline Options The logo/tagline may be used in its entirety or it may be used only with the words “FLAT OUT!” if space is restricted.

Space and Size Relationships The first example shows specific construction proportions of the logo which may have to be referred to for special applications. The minimum space indicated around the logo, as shown opposite, should remain free of all additional elements so as not to compromise the visual appearance of the logo.

Event Colours Preferred Colours The event signature is in two colours; Dark Blue PMS 288 and Metallic Silver PMS 877 . If the corporate signature needs to be reproduced using four-colour process, colors are achieved as follows: Dark Blue Cyan 100% Magenta 65% Black 30% Metallic Silver Black 40%

Other Accepted Colours When a two-colour signature is not practical or economical, a one-colour signature can be used as shown opposite.

These colours can also be used with the shortened tagline logo version as well.

Applications on Backgrounds When applying the event signature or logo on light backgrounds the corporate colours may be used or alternatively the one-colour signature in either Dark Blue or Black.

Dark backgrounds require the signature to be reversed out white as shown opposite.

Applications on Backgrounds

Incorrect Uses of the Event Logo and the Event Signature The signature and logo is the primary identifier of the event. Its presentation should always be consistent with the guidelines as described in this manual. Misuses of the event logo and signature as shown opposite are not permitted. This applies all logo and signature versions.