Fortyfive Downstairs

📋 1 Guidelines

🔗 Connections

Sector

Entertainment Arts culture

Region

Australia

Guideline Year

2010

Language

English

Tags

Featured Theater

Official Websites

Brand Guidelines

2010

Brand Summary

Visual Identity Overview
  • The visual identity is strictly minimalist and modern, built around a custom geometric mark and logotype. The brand uses a monochrome palette (black and white), with precise grid-based construction, exclusion zones, and minimum size requirements. Typography is custom for the logo, with Helvetica Neue Heavy, Bold, and Light specified for display, subheaders, and body copy. The logo and mark are used in positive and negative forms, and must not be altered in color, proportion, or form. The overall style is clean, structured, and emphasizes clarity and legibility [^1].

Categories

Logo Usage
  • The FFD logo’s construction is based on a grid that has been constructed proportionately based on the measurement X, with X being the width and height of the upper left corner of each of the line elements that make up the mark (shown to the right in magenta). The type has been customised in shape and form to align with certain margins.
  • The logo is provided as a digital EPS file and should never be modified in proportion or form. The positive version of the Logo in all of its forms should be used wherever possible.
  • The horizontal version of the FFD identity should be used when the format of the application is landscape rather than portrait.
Color Palette
  • The FFD identity is to be reproduced in black only. Below are the breakdowns for specifying black PMS on Coated and Uncoated stocks, and also the four colour process (CMYK) and RGB breakdowns.
  • It is highly recommended that test samples are always ordered from your supplier before proceeding to final production.
    • The reference to “Dense Black” implies a shade of black that is stronger than printing 100% of process black on its own.
  • PMS Uncoated
  • PMS Coated
  • Four Colour Process (Offset Printing) DENSE BLACK* C: 50 / M: 20 / Y: 20 / K: 100
  • Colour Digital (Specific for HP Indigo Press) R: 0 / G: 0 / B: 0
  • Screen #000000
  • The FFD identity must always be used within the guidelines outlined. The electronic files provided may not be altered. Please do not change the colour, scale, stretch, outline add or delete any elements from the logo.
Typography
  • The typeface used in the FFD identity has been customised specifically for FFD and must never be recreated or typeset in an alternative font.
  • When typesetting copy, Helvetica Neue Heavy should be used as the display (header) font at all times. Sub headers should be set in Helvetica Neue Bold with body copy set in Helvetica Neue Light.
  • Helvetica Neue Heavy Display Font
  • Helvetica Neue Bold Sub Headers
  • Helvetica Neue Light Body Copy
  • Type should never appear in all-caps, but rather lower case or sentence case.
  • Display Copy should not be set below 16 point. Sub headers should appear no larger than 14 point and no smaller than 9 point. Body copy should be set at 9/11 point where possible to ensure consistency.
  • The Leading and Tracking of the Display copy should be tightened to preserve the look and feel of the identity.
  • Display headers should be used at a minimum size of 16 point.
  • Sub header should appear no larger than 14 point, and no smaller than 9 point.
  • Body copy should always be set at 9/11 point for consistency.
  • Display Header with Tracking and Leading tightened to preserve the look and feel of the Visual Identity
  • Display Header set at automatic Tracking and Leading appears to loose and should be tightened to appear as above.
Visual Style
  • The FFD logo’s construction is based on a grid that has been constructed proportionately based on the measurement X, with X being the width and height of the upper left corner of each of the line elements that make up the mark (shown to the right in magenta). The type has been customised in shape and form to align with certain margins.
  • The logo is provided as a digital EPS file and should never be modified in proportion or form. The positive version of the Logo in all of its forms should be used wherever possible.
  • The horizontal version of the FFD identity should be used when the format of the application is landscape rather than portrait.
Layout And Composition
  • The FFD logo’s construction is based on a grid that has been constructed proportionately based on the measurement X, with X being the width and height of the upper left corner of each of the line elements that make up the mark (shown to the right in magenta). The type has been customised in shape and form to align with certain margins.
  • The logo is provided as a digital EPS file and should never be modified in proportion or form. The positive version of the Logo in all of its forms should be used wherever possible.
  • The horizontal version of the FFD identity should be used when the format of the application is landscape rather than portrait.
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