unMask Branding by Amy Bishop Design

Fashion Magazine

Corporate Identity and Brand Standards Manual

Contents 2

The Magazine

3 4 8

Logo Design Acceptable Logo Uses Unacceptbale Issues

11 12 14 14 15

Font Styles Forename Heading Surname Heading Brand Name Heading Main Body Font

Contents Page

Footers and Page Numbers

Columns

Editorâ&#x20AC;&#x2122;s Letter

Credits

Magazine Cover

Photographs

Grid Layout

Spine

Paper Samples

the Magazine The Idea The idea of the magazine is to represent, publicise and showcase the work of recent graduates and new talent into the fashion industry. The magazine is branded under the name unMask. The name has been developed in order to see the hidden fantasy of these designers work, and as a new issue is released, it is the moment where the secret of the new designer is revealed. By revealing a new designers work you are unmasking the into the industry, hence the magazine name unMask. Fashion is a really hard industry to get into, and by designers having their work published into a magazine is the first step to getting their work out there and becoming noticed in the industry.

The Target Audience unMask is a fashion magazine that is designed to showcase the work of new talent into the fashion industry, therefore the target market is the industry. In particular the magazine is aimed at Fashion Buyers as a primary target audience. They are the ones to buy in design and employ designers which they feel will work for their line. By aiming a magazines target audience at those working in the fashion industry it gives designers the chance of getting employed and getting their work noticed in the fashion industry, and the chance for their dream to become reality.

The Theme The theme of the magazine is a simple and modern design to show elegance and class on a page. The magazine will be designed with a Swiss grid design, allowing large amounts of white space to play a big part of the design.The magazine will use white space to create a crisp design and allow the imagery and text precisely placed to be the major part of the magazine and to sure it is not over cluttered with imagery and complicated designs. unMask will be designed in a way that the typography is a large part of the magazine and the use of the same styles will flow throughout the magazine to keep with the idea of classic Swiss design.

Logo Design The Orignial Logo Font Design

unMask ‘un’

Sans Serif Font - Adequate Vertical Scale : 91% Horizontal Scale: 77% Tracking for un : -40 Skew : 10 Degrees

‘Mask’

Tracking (Ligature) -100

Serif Font: Medio Vertical Scale : 116% Horizontal Scale: 100% Tracking for un : -40

The slant of the ‘un’ The slant of the ‘un’ is used to allow the eyes of the reader to flow into the ‘Mask’ section of the name. The idea of the magazine is to unmask or reveal new designers, therefore the ‘Mask’ aspect is the main part of the name, and what the audience should be pulled into. The slant of the ‘un’ is also a representation of text design for the inside of the magazine, the style is used to follow suit. ‘Mask’ is to be seen as a more traditional font, as the magazine is to follow those of traditional and successful magazines in order to follow the style of other fashion magazines, that is why a Serif font to portray that. Although at the same timet he magazine should be a simplistic, clean and crisp design throughout, the ‘un’ in a simple sans serif font is what will portray this aspect of the magazine The combination of sans serif and serif fonts, shows that the magazine follows a traditional example of magazine design, with a simplistic style.

Acceptbale Logo Uses These are ways in which the Logo or Brand name can to be used. If the Logo or Brand Name unMask is used in the incorrect manor then it will not be seen as this brand.

Changing the size of the Logo in proportion of itself

Using the negative state of the Logo

Changing the whole colour of Logo for cover purposes

A sinlge line size that is the same thickness of the â&#x20AC;&#x2DC;unâ&#x20AC;&#x2122;, can be used under the Logo.

18.46cm

5.35 cm

Only use the Logo this size for Magazine Covers

U C l q l n m i f v p s v b c e p s v

You can overlay an image over the Logo, only if the name is still readble and understandable as unMask

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unAcceptbale Logo Uses These are ways in which the Logo or Brand name is not allowed to be used. If the Logo or Brand Name unMask is used in the incorrect manor then it will not be seen as this brand.

unMask Do not use the ‘un’ straight (no skew).

unMask Do not use ‘Mask’ on a slant.

unMask Do not use the Logo without a ligature (joined) between the ‘n’ and the ‘M’. Ensure there is always a tracking of -100.

Do not stretch or alter the propertions of the Logo.

unMask

Do not change the size of part of the Logo. If the size of the Logo is changed, the size of the whole logo will need to be altered.

Never use a stroke on the Logo.

unMask Never change the colours of individual characters of the Logo.

Never add a line to the top of the Logo as well as the bottom.

Do not use the Logo on an angle.

Never overlay an image over the Logo so that you cannot read what the logo is.

Never use a colour on the Logo which blends in with the background so you cannot read what the logo is.

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Font Styles Font Headings

India Blanchard The Copenhagener This is an example of how the Heading font would look per designer. The heading is where the name of the designer would need to stand out. Their name needs to relate to their work in order to capture the attention of the reader, and for them to make that visual comparison between the designers name and their work. The idea of using the colour in the surname is to bring out the colour of their designs. The colour of the surname of the designer changes to bring the visual representation of their brand into their name.

laura

Dark

In this case, the heading indent has changed. Depending on whether the designer has a shorter or longer surname than the forename the indent switches between the forename and the surname. With India Blanchard, she has a longer surname therefore the indent is with the forename, where as Laura Dark has a longer forename therefore the indent is with the surname.

name

surname The Brand name The heading or Designer name is used a major aspect of the design layout. Getting the designer known and out their in the industry is the most important aspect of this magazine. To reveal the designer into the fashion world. The way in which I choose to represent their name is not just their name written down, but a visualisation of their collections.

Forename heading Code Light abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`&

FORENAME india Font Size: 65pt Leading: 78pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: 3cm from edge or 1 tab (if required for forename). Vertical Scale: 0% Horizontal Scale: 0% Skew: 15 degrees Colour: Black Set as Outlines to prevent print issues. 12

surname heading Code Bold abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`&

surname BLANCHARD Lippitt Font Size: 80pt Leading: 96pt Kerning: Values change per name and letter combination Tracking:0 Baseline Shift: 40pt Indent: 3cm from edge or 1 tab (if required for surname). Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Changes dependant on designers collection. Set as Outlines to prevent print issues.

Brand Name heading Not all designes will have a brand name. Some have started their own fashion line, therefore will have a band name alongside their work.

Code Light abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`&

the brand name The Copenhagener Menswear Font Size: 40pt Leading: 48pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: Halfway through surname. Vertical Scale: 0% Horizontal Scale: 0% Skew: 15 degrees Colour: Black Set as Outlines to prevent print issues.

Main Body Font Swiss 721 BT Thin