ATL Collective Brand Guidelines
The ATL Collective Brand Book details general principles to achieve a consistent representation of the brand design,
personality, and values across every touchpoint. Using this book as a guide to creating experiences that are in
alignment with the brand will require you to use your best judgement when approaching new implementations.
WHO WE ARE
Tagline
With The Band
About Us
We believe in the definition of a collective- a group of individuals forming a whole, motivated by common issues and interests, working together to achieve a common objective.
Our Collective started in 2009 as an open mic night with a new perspective: bring together the city’s musicians to share the stage and honor a classic album while highlighting our community voices together. It’s not a cover band. Not a competition. A true collective sharing the stage, stronger as a whole, working to promote our city’s vibrant musical culture. Today, we operate as a non-profit with the same goals and love for our fellow musicians as the day we started.
ATL Collective exists to connect and empower Atlanta’s musical community through building relationships, fostering education, and promoting preservation. We aim to connect musicians with wider fanbases and provide the resources necessary to sustain musical careers.
Mission and Vision
Our Mission
ATL Collective exists to connect and empower Atlanta’s musical community
through building relationships, fostering education, and promoting preservation.
We aim to connect musicians with wider fanbases and provide
the resources necessary to sustain musical careers.
Our Vision
We aim to amplify the Atlanta musical community
and share our voice with the world.
Our Pillars
For The Musician
Everything we do is designed to serve our city’s musicians. The empowerment, education, and connection of musicians to each other, new audiences, and the city is paramount to who we are.
Radiate Hospitality
Our Atlanta music scene may not be the biggest or most well-known, but we invite all, welcome all, and take care of each other. That’s the ATL Collective heart.
Atlantan To The Core
Our city inspires everything we do. We draw from our roots in Southern and gospel music, celebrate our history of rock and roll and hip-hop, and recognize the little lesser known corners of musical culture throughout the city. Atlanta music doesn’t have only one definition and we like it that way.
Celebrate the Power of Live Music
As musicians and lovers of music, we appreciate and recognize the power and special ability of live music to make an impact. The moments that happen at a live show are unpredictable and sometimes, may never happen again. It’s what keeps us coming back.
VISUAL IDENTITY
Primary Brandmark
Our primary mark comes from a combination of elements representing each of our brand pillars:
Our musicians, hospitality, the stage, and our city. The mark can be used
on its own or as part of the full logo lockup. Both are appropriate.
Variations
Wordmark
The wordmark uses Wasa Bold and may be used when necessary to save space.
It is recommended to use the full logo, a variation, or brandmark
before relying on the wordmark as often as possible.
ATL Collective
ATL Collective
Typography
Primary Display:
Recoleta Black
Recoleta "Black" weight is the primary font of the ATL Collective Brand. This should be used at larger sizes for things like headlines and callouts. Both all caps and regular use are appropriate. All caps is best for short headlines or lines with a small number of words for greater impact.
Secondary Display:
Cuprum Regular
Cuprum "Regular" weight is used to support Recoleta as a sub-head or lead in. It should be used at large and medium sizes and never in more than 6 words.
Paragraph Typeface:
Recoleta Regular/Light
Recoleta "Regular" and "Light" weights should be used for longer form text and presented in medium and small applications. Default to Recoleta Regular for any body copy and Recoleta Light for secondary body copy (like fine print).
Heirarchy
Establishing the correct hierarchy with our typefaces is the ultimate goal in creating
effective typographic communication pieces. Below is an example of
how headlines, subheads and body copy should work together.
Color Palette
The ATL Collective color palette is simple and bold.
Only the colors below should be used in branded communication pieces.
Vinyl Black
Frosted Orange
Natural White
Posters
Show posters have always been a cornerstone of the ATL Collective brand and remain a key promotional
tool for shows throughout the year. Below you'll find the inspiration behind the poster template,
general build guidelines, and examples of how posters can be used across touchpoints.
Inspiration
Our poster inspiration comes from the little details record collectors and music lovers prize: memorabelia from live shows, hype stickers and record labels, and the ephemera that surrounds concerts and albums.
Approach
Show posters should use photos, scans, and ephemera related to the album being reimagined. This can range from album covers to live performance photos, ticket stubs, and anything the designer finds apropriate to the show. This is a time to get creative with research and get to know the album on a deeper level to influence poster design.
Process
For Erykah Badu's Baduizm, we largely pulled from the gatefold of the original album to create poster assets.
A celophane effect is placed over the entirety of the poster to give it a vintage album feel and stickers are used as copy space to convey details about the event.
This is a general guide to creating show posters in this style. The designer should use their best judgement and creativity while following this inspiration to maintain a consistent feel for shows.
Final Poster
Social Asset Examples
Social Media
There are a variety of templates which can be used on social media to
promote events of all kinds. It's encouraged to keep the style consistent while posting
so users instantly recognize the look and feel of your page.
Photography
Just like language and brand assets, photography is a continuation of our brand and
should speak to the same levels of quality and personality apparent in all other touchpoints.
All ATL Collective photography should be shot on a professional quality camera. Photos should
capture the power of live music, musicians interacting, and focus on every member of the band.
Crowd shots showing togetherness are also encouraged.
Designed and Built for ATL Collective by 3 Owl | For Any Marketing Questions, please email Jess.Jones@atlcollective.org