Index
The following contents of the Mad Decent Graphics Standards Manual, listed in sequential order below, are officially in effect as of the year 2018.
Introduction
Index 2018
1. The Fundamentals
1.1 The Mad Decent Logotype
This logotype is the central element in all of Mad Decent’s visual communication systems. Through consistent and repetitive use, it is a signature device for the company’s branding. The logo uses a custom san-seriffed font. "MAD” is tilted at 3° to symbolize the label’s quirk and style. The logotype should never be altered or distorted in any way. It must not be re-drawn but rather reproduced from the native vector format.
1.2 The Mad Decent Color Palette
The Mad Decent color palette is simple and relies heavily on black and white. When color is needed, the Mad Decent color palette is playful, simple and primary. This allows the music and artist’s content to take the front stage of visual communications rather than the latter. Colors seen here must use specific Hex, RGB, CMYK or Pantone when appropriate depending on digital or printed formats.
1.3 The Logotype: Incorrect uses
The logotype is designed as solid stroke letterforms, to be shown free-standing horizontally against a solid neutral background. The logotype must not be altered or distorted in any way. The effectiveness of the logotype depends on consistently correct usage as outlined in this manual.
1.4 Approved Mad Decent Typefaces
Typography is the “architecture” of any design. Favorit is the most important typographic family in the Mad Decent Unified Visual Communications System. Favorit Regular and Favorit Italic are to be used in combination with the logotype to form the fundamental elements of identification.
Download Favorit Regular
Download Favorit Italic
Lil Devil is Mad Decent’s hand drawn typeface. It is to be used sparingly to add wit and flair to any Mad Decent branded items. The typeface should never be used in body copy and only to be used in headlines or merchandise.
Download Lil Devil Book
Download Lil Devil Bold
Download Lil Devil Black
Download Lil Devil Ultra
Helvetica Neue is used when Favorit is not available and should be used as last resort when choosinga font. For example, when working on the web, such as in a Google Document, the two fonts provided (Favorit or Lil Devil) are unavailable, therefore the font, Helvetica Nue is used.
Download Helvetica Neue
2. Stationary
2.1 Letterhead & Envelope
The Mad Decent letterhead and envelope are standard government sizes: 8⅟2” X 11” and 4 ⅛” X 9” and #10 envelopes. A 0.5 cap height Mad Decent logo is always used in combination with 12pt Favorit Regular justified body copy. The page has a margin of 1.7” 1.7” 1” .25” The letterhead is printed on the employee’s choice of Astrobrights paper this includes standard white as well. The envelope is printed on a standard white envelope.
To Whom it May Concern,
For some reason, people think I am this terrible person and it really hurts me to hear that. I am just doing the best I know how to. I just feel a connection with Marilyn Monroe. I just love her. I just completely feel what she went through. I couldn’t make ends meet. I tried Red Lobster. I tried Wal-Mart. I tried all these places and I couldn’t make it. I couldn’t. So, I tried this gentlemen’s club, and, you know, I worked there, and it was just awful in those places. It was terrible.
Men don’t even ask me out. I can’t remember the last time I was asked out on a date, and I’m talking years here. I spend my life more and more alone. I was 23, and he was 86. I saw a very sick man. I just wanted to just talk with him. There was no physical attraction at all. He was very much attracted to me.
A ghost would crawl up my leg and have sex with me at an apartment a long time ago in Texas. I used to think it was my boyfriend, and one day I woke up and it wasn’t. I was freaked out about it, but then I was, like, ‘Well, you know what? He’s never hurt me and he just gave me some amazing sex, so I have no problem.
Warm Regards, Wes Pentz
Download
Download
2.2 Business Cards
Mad Decent’s business cards are 70mm x 28mm. The cards use 11pt type for the employee’s name and job title while using 8pt for contact information. Each Mad Decent employee may choose whichever color they desire from the branding color palette.
Front
) :646-509-XXXX
. :wes@maddecent.com
::wwww.maddecent.com
Back
Thank You Cards
Mad Decent’s Thank You Cards are standard post card size of 6.0” x 4⅟₄”. Each Mad Decent employee may choose the color of their thank you card from the branding color palette. The cards use the font Favorit and the header is set in 50pt. The postage stamp is to be placed on the front of the post card on the top right. The address of the receiver is to be placed on the front, bottom right. There is blank space left intentionally on the back for each employee to leave their handwritten, personal message.
THANK
YOU
Front
Back
Download
3. Internal Facing
3.1 Internal Release Document
The Internal release document is formatted in Google Documents and is standard government size 8⅟₂” X 11”.
Headers are set in the font Favorit at 16pt. Headers are exported as a .jpg, sliced, and uploaded to the Google Document.
The font used on live typography in the internal release document is Helvetica Neue, left aligned, 12pt with a 1.15 line height.
Link to Template
3.2 Reporting Sheet
The Internal reporting sheet is formatted in Google Documents and is standard government size 8⅟₂” X 11”.
Headers are set in the font Favorit at 16pt. Headers are exported as a .jpg, sliced, and uploaded to the Google Document.
The font used on live typography in the reporting sheet is Helvetica Neue, left aligned, 12pt with a 1.15 line height.
Link to Template
3.3 Press Round Up
The Press Round up Sheet is formatted in Google Documents and is standard government size 8⅟₂” X 11”.
Headers are set in the font Favorit at 16pt. Headers are exported as a .jpg, sliced, and uploaded to the Google Document.
The font used on live typography in the reporting sheet is Helvetica Neue, left aligned, 12pt with a 1.15 line height.
3.4 Artist Intro Sheet
The Mad Decent Artist Intro Sheet is formatted in Google Documents and is standard government side of 8⅟₂” X 11”. It is two columns.
The Header is set in the font Favorit at 16pts and exported as .jpgs and placed in the Google Document. Body copy is live type and set in Helvetica Neue at 12pts.
3.5 Internal One Sheet
The Mad Decent internal one sheet is formatted in Google Documents and is standard government side of 8⅟₂” X 11”.
The Header is set in the font Favorit at 16pts and exported as .jpgs and placed in the Google Document. Body copy is live type and set in Helvetica Neue at 18 and 12pts.
4. Outward Facing
4.1 Press Release
The outward facing Press Release is formatted in Google Documents and is standard government size 8⅟₂” X 11”.
Headers are set in the font Favorit at 16pt. Headers are exported as .jpgs, sliced, and uploaded to the Google Document. Typed/live headers are 16pt or 12pt (depending on whether it is a primary or secondary header) and are set in Helvetica Neue, left aligned, with a 1.15 line height.
Body typography is 8pt, justified, with a 1.15 line height and set in Helvetica Neue.
4.2 Video Delivery Formatting Sheet
The Mad Decent Video Delivery Format sheet is standard government size 8⅟₂” X 11”.
It uses the font Favorit at incremental sizes of 24pt, 16pt, 12pt and 10pt.
4.3 Outward Facing Branding Deck for Other Companies & Clients
The Mad Decent Outward Facing Branding Deck is extremely important for Mad Decent to help clients and collaborators adhere to Mad Decent’s branding to overall maintain visual consistency throughout all platorms and outlets. Therefore if updating or adding to the outwardfacing deck, this deck must adhere strictly to the guidelines provided.
The Mad Decent Outward Facing Branding Deck is to be delivered in a 11” x 17” presentation .pdf and must be exported at a small enough size to be easily previewed by client or collaborator via the web.
The Outward Facing Branding Deck is designed in a 6x8 column grid and all items must snap and adhere to this grid.
The Outward Facing Branding Deck uses the font Favorit in even increments of 2pt. For example, large headers can be 82pt, medium headers can be 24pt and small body typography can be 16pt. This may vary and is dependent on what is most visually pleasing given copy and content.
4.4 Project Brief
The Mad Decent Project One Sheet is standard government size 8⅟₂” X 11” and limited to one page. It uses the font Favorit in incremental sizes of 16pt and 9pt. Smaller headers may use a pop of color from the Mad Decent color palette.
4.5 Project Pitch Deck
Project pitch decks are extremely important for Mad Decent to acquire brand partnerships for Mad Decent events and therefore must adhere strictly to the guidelines provided.
The Project pitch deck is to be delivered in a 11” x 17” presentation .pdf and must be exported at a small enough size to be easily previewed by the client via the web.
The Project Pitch Deck is designed in a 6x8 column grid and all items must snap and adhere to this grid.
Color is chosen from the branding color palette that relates to the project itself to accentuate headers or links.
The Project Pitch Deck uses the font, Favorit in even increments of 2pt. For example, large headers can be 82pt, medium headers can be 28pt and small body typography can be 10pt. This may vary and is dependent on what is most visually pleasing given copy and content.
4.6 Statement of Work
The Mad Decent Statement of Work is standard government size 8⅟₂” X 11” and limited to one page. It uses the font Favorit in incremental sizes of 16pt and 9pt.
4.7 Artist Deck
Artist’s pitch decks are extremely important for Mad Decent to acquire new artists or maintain varsity artists and therefore must adhere strictly to the guidelines provided.
The artist pitch deck is to be delivered in a 11” x 17” presentation .pdf and must be exported at a small enough size to be easily previewed by the client, manager or artist via the web.
The artist Pitch Deck is designed in a 6x8 column grid and all items must snap and adhere to this grid.
Color is chosen from the branding color palette and is used to differentiate between each section.
The artist pitch deck uses the font Favorit in even increments of 2pt. For example, large headers can be 82pt, medium headers can be 28pt and small body typography can be 10pt. This may vary and is dependent on what is most visually pleasing given copy and content.
4.8 Campaign Recap Deck
Campaign recap decks are important for Mad Decent to provide clients with a summary of deliverables from a campaign.
The campaign recap deck is to be delivered in a 11” x 17” presentation .pdf and must be exported at a small enough size to be easily previewed by the client, manager or artist via the web.
The campaign recap deck is designed in a 6x8 column grid and all items must snap and adhere to this grid.
The campaign recap deck uses the font Favorit in even increments of 2pt. For example, large headers can be 82pt, medium headers can be 28pt and small body typography can be 10pt. This may vary and is dependent on what is most visually pleasing given copy and content.
5. Publications, Production, & Print
5.1 Zines, Magazines & Books
Mad Decent standard zines, magazines, and books are set on a 3 x 4 column grid. Size can vary and is dependent per project or publication.
Mad Decent zines, magazines, and books are type set in the fonts Favorit and Lil Devil. Type sizes are in increments of 9pt and must snap to the baseline grid.
Zines, magazines and books whether printed or not, should be mocked up or photographed to be distributed to press outlets.
Mockups should be shot or rendered straight on with a few detailed angled shots. A background color that correlates to the publication may be used.
Grid
Example of Render Mockups
5.2 Apparel & Merchandise
Mad Decent apparel is typically printed on black or white merchandise. If color is used, it should derive from the Mad Decent color palette.
The Mad Decent logo can be hit on the following places:
1. Right, small, and on short sleeve
2. Front, center, and large
3. Front, left, small, and on left breast
4. Front, left, small, and on pocket
If the merchandise is black the inner tag is silk screened gray.
If the merchandise is white the inner tag is silkscreened black.
Example 1
Example 2
Example 3
Example 4
inner tag
5.3 Distribution One Sheet
The distribution one sheet is the standard government sizes 8⅟₂” X 11” and is exported as a .jpg for distributors. Header must be consistent with left aligned Mad Decent logo and right aligned product description. All typography is set in Mad Decent’s font, Favorit. Header text is 18pt while body copy is 10pt. Any other small type is 8pt. All type is left aligned except for overview body copy, this is justified.
6. Digital
6.1 Diplo & Friends
Mad Decent’s Diplo And Friends digital flat and moving assets are formatted in a 5 X 5 square grid. To maintain resolution and avoid compression we suggest to create the flat asset at the web standard size of 1280 X 1280px and the moving asset at the web standard size of 1080 X 1920.
Mad Decent’s Diplo & Friends asset is set in the font, Favorit. Artist’s names are set at size 35pt type. All logos should not be adjusted in size or placement and should remain consistent every week.
Color palette of Diplo & Friends digital asset is always black and white.
When posting on an IG story online, no extra text should be added to asset.
6.2 Spotify Weekly
Mad Decent Spotify weekly assets include a digital, flat and a digital, moving files. Both are formatted in a 5 X 5 square grid.
To maintain resolution and avoid compression we suggest to create these spotify weekly assets at the web standard size of 1280 X 1280px.
The blocked elements of photography and information should not shift or change within the grid and should remain consistent every week.
The Mad Decent logo must be placed on the top left of the flat, digital asset.
The Spotify weekly assets are set in the font Favorit.
Photography must feature a Mad Decent artist we are highlighting that week and must be converted to black and white.
Textures can be added for another visual layer if appropriate.
Color can vary weekly but must follow the Mad Decent color palette.
When posting on an IG story online, no extra text should be added to asset.
6.3 Newsletters
Mad Decent Newsletters are sent for recaps, events or merchandise promotion.
The image dimensions in the newsletter are 1200px X whatever height is needed.
The newsletter may be designed in one or two columns depending on assets and body copy.
Mad Decent’s Newsletters only use the colors black and white.
All typography is set in Helvetica with the font size of 24px.
This template can be found on mailchimp.
6.4 Invitations
Mad Decent invitations are formatted in a 5 X 5 square grid. The blocked elements of photography, information and color are alllowed to shift in size and placement as long as they adhere to the grid.
To maintain resolution and avoid compression we suggest to create these invitations at the web standard size of 1280 X 1280px. But size can/may vary dependent on digital publication format.
The Mad Decent logo must be placed somewhere within the grid.
When color is appropriate the invitations use the Mad Decent color palette.
All Mad Decent invitations are set in the font Favorit and use increments of 10pt. So for example, Headers can be 100pt, and body type can be 40pt.
When photography is provided or appropriate, it is to be converted to black and white, or is to be monochromatic.
Textures can be added for another visual layer if appropriate.
6.5 Website
The Mad Decent website is the central hub to connect its fans to the label’s lifestyle. The website is brutalist, witty and modern. The design is meant for Mad Decents content (music, videos, and merch) to take the front seat.
The website is designed in a 4 X 4 grid and in increments of 10px.
All typography is set in the font, favorit and is sized in increments of 10px.
The website is black and white and does not use the other branding colors.
6.6 Web Shop
The Mad Decent Shop reflects the design of its website.
The website is designed in a 4 X 4 grid and in increments of 10px.
All typography is set in the font, favorit and is sized in increments of 10px.
The entire website is black and white and does not use the other branding colors
6.7 Social Media Posts with Text Formattingy
It is important that when posting instagram stories on Mad Decent's channel to be consistent and clean to let the content shine.
Typography is set in "classic" mode.
Typography is either black or white. No other color.
Typography is centered and should not crowd artwork.
Thank you