here - XK9

Guidelines and application
of the MacEnthusiasts graphic identity.
Reintroducing MacEnthusiasts.
This is the new MacEnthusiasts logo. The logo is the result of
a thoughtful process of design and refinement to create a
new and lasting brand mark for MacEnthusiasts. This logo
will effectively present the business, its people (associates
and clients) and the image of this established Apple
authorized retailer, rental and service provider.
MacEnthusiasts are true to their name. Since 1993 they have
been providing the best in service. sales and support for
Apple products and peripherals in greater Los Angeles. They
have a well-deserved reputation as a vital resource to the
entertainment industry and for creative professionals.
On a personal note, I am a MacEnthusiast. I lobbied to
redesign their identity when I overheard a discussion
regarding their intent to refresh their image during one of
my frequent visits to their retail headquarters. I am pleased
that they collaborated with XK9 to create this new logo and
identity package. I look forward to continuing my long term
relationship with my friends at MacEnthusiasts.
Bill Dawson
XK9 Creative Director
2
The logo is the sum of its distinct parts.
3
The MacEnthusiasts logo is comprised of two distinct parts,
the pixeleaf symbol and the logotype.
R 148
G 193
B 61
As shown here the pixeleaf is a symbol made from a grid of
16 squares. It is an abstraction of the Apple logo that was
designed by Rob Janoff of Regis McKenna Advertising in 1977.
R 182
G 214
B 113
The pixeleaf is a 4x4 section of pixels that make up the leaf
in a low resolution version of the Apple logo. The leaf was
R 205
G 226
B 160
selected as an apt visual metaphor for MacEnthusiasts. The
leaf offers support and protection for the apple. The icon
R 224
G 236
B 195
itself is not meant to be easily distinguished as the leaf from
the Apple logo. It is intended as a symbolic reference to the
leaf and the Apple logo.
The Pixeleaf Symbol
The logo is green as a reference to the green leaf of the
original rainbow version of the Apple logo. It also reflects
MacEnthusiasts commitment to ecologically responsible
products and business practices. That, and we like the color.
The logotype was created as a bold complement to the
pixeleaf symbol. It uses two weights of the typeface Serifa,
Black and Bold. Serifa is a slab serif type family designed by
the type design master Adrian Frutiger. The logotype’s
enlarged black tittle (the dot over the i) and the single black
square in the pixeleaf are a symbolic tribute to the unique
character and personality of MacEnthusiasts.
The Logotype
Together alone.
4
The pixeleaf and logotype components are designed to be
used together, but apart. As you will seen in examples on the
pages to follow, each of them must be included in any
application of the MacEnthusiasts identity, but they can be
in separate portions of the same item. For instance, on a
t-shirt the logotype can be on the front and the pixeleaf can
be on the sleeve. One should never be used without the
other. For instance, a sign must not use just the logotype or
the pixeleaf.
T-Shirt Design
Interior Wall Signage
Just your type.
Correct use of typography is an important key to the success
of the MacEnthusiasts identity.
The primary typeface family for all type associated with
MacEnthusiasts is FF Kievit. Kievit was designed in 2001 by
Michael Abbink; it's a modern, multi-purpose typeface. The
MacEnthusiasts identity uses the Light, Light Italic, Medium
and Medium Italic fonts of the typeface Kievit. These are
available online at Fontshop.com.
The secondary typeface is reserved for headlines and where
approved. It is Avenir Next LT Pro Demi. It's a font from the
Avenir family designed by Adrian Frutiger; Avenir LT Pro is
available online at Linotype.com.
The MacEnthusiasts logo typeface is Serifa. It should not be
used for anything in the MacEnthusiasts identity. Please only
use the master version of the logo that will be provided to
you. Do not attempt to recreate the logo by using the
typeface. The integrity and strength of the logo relies on its
uniqueness. Using the Serifa typeface will comprimise the
identity by comprimising the uniqiue use of that typeface.
Kievit OT: Primary Typeface Family
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
Avenir Next LT Pro Demi: Secondary Typeface
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Do not use Serifa
5
Remain Stationery: Part 1.
While MacEnthusiasts aims to be as paperless as possible,
there is still a need for printed correspondence. These are
the examples of letterhead and business envelope. Please
note how the placement of individual elements may change,
but items still align with one another, establishing a visual
connection and relationship.
10600 Pico Boulevard
West Los Angeles, CA 90064
Apple Authorized Sales / Service / Rentals
10600 Pico Boulevard
West Los Angeles, CA 90064
310.287.2777
macenthusiasts.com
6
Remain Stationery: Part 2.
The business cards also serve as information cards for the
store. Versions that do not carry the name of an associate,
will include the store hours. Type elements are aligned to be
visually flush left With the E in Enthusiasts. As seen here
(also on the letterhead and envelope, a green accent square
can be used in certain instances as decorative or typographic
elements. The back of the cards have a pattern of the
pixeleaf design in either green or gray.
7
Remain Stationery: Part 3.
The email signature should be used in any correspondence
from a MacEnthusiast associate regarding MacEnthusiast
business. Please do not use the email signature for personal
correspondence.
If possible, use the pixeleaf symbol as your correspondence
icon. On Macs using Apple’s Mail, this would be accomplished by making the pixeleaf the Account icon for your
computer. If you do this, do not include the pixeleaf in the
signature.
8
Color alternates.
The logo elements are designed to work primarily on white
or black. When printing on a black background be sure to
offset the pixeleaf by some method such as a spot varnish.
On a white background, Enthusiasts is green and the Mac
and the tittle are black. On black and gray the Mac and the
tittle are green; Enthusiasts is white.
The logotype maybe used on a green background; but the
pixeleaf may only be on black, white or gray. The gray should
be 80% to allow for sufficient contrast for all elements to be
clearly visible.
9
Apply with care.
10
The pixel inspired design can be used as a basis for many
other pixel style applications. This water bottle label design
is one example. It is important to create these kinds of
images with a measure of restraint. Overdoing the pixel idea
would be the death of this identity. Moderation is the key,
with a sense of respect and integrity for the pixeleaf as the
cornerstone of the MacEnthusiasts identity.
For those who are frequent visitors to MacEnthusiast, the
water bottle is a signature of the store and its commitment
to its customers. A MacEnthusiasts associate will greet a
visitor and offer them a bottle of water within seconds of
them visiting the store. It’s a reminder that this is not a
cookie cutter Apple store. This is something different.
The Water Bottle Label
When in doubt, ask the designer.
These guidelines are supposed to assist in making decisions
about the implementation of the MacEnthusiasts identity. It
is possible (however unlikely) that MacEnthusiasts might
employ designers other than XK9 to create items that make
use of this identity design. In that event, this guide should be
consulted about proper usage.
Please feel free to consult me, Bill Dawson, XK9 Creative
Director for questions that are not answered by this guide.
Bill Dawson
[email protected]
11