Wrangler // Visual Standards Guide by Aviiz Lee

VISUAL STANDARDS GUIDE

V I S U A L S TA N D A R D S G U I D E

WRANGLER

V I S U A L S TA N D A R D S G U I D E

TABLE OF CONTENTS

01 02 03 04

OUR NEW VISION THE VISUAL CONCEPT

OUR NEW MARK

OUR SPECIFICATIONS LOGO ANAOTMY

CLEAR SPACE 18 PROPER USAGE

IMPROPER USAGE

DIMENSION RESTRICTION

VISUAL SYSTEM COLOR PALETTE

TYPOGRAPHY STANDARD

CORPORATE BUSINESS SYSTEM

NEW ACTIONS WRANGLERâ&#x20AC;&#x2122;S ACTION MAP

WRANGLER COMPANY

OUR NEW VISION THE VISUAL CONCEPT OUR NEW MARK

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THE VISUAL CONCEPT After the development process, we finalized the key concept that evolved further. We explored these ideas to create a mark and typography with the genuine soul of the brand, bringing it to life. In this stage, we focused on our brand mark to maintain clarity of reproduction without error.

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KEY WORD 1

GENUINE “Not fake” and ”real”

KEY WORD 2

COURAGE Solid, overcome, strength, challenges

KEY WORD 3

INDEPENDENT Not influenced by the thought or action of others

OUR SPECIFICATIONS LOGO ANAOTMY CLEAR SPACE PROPER USAGE IMPROPER USAGE DIMENSION RESTRICTION

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LOGO ANATOMY SIGNATURE BRANDMARK The schematic below shows the components of Wranglerâ&#x20AC;&#x2122;s signature brand mark, which consists of the black panther, diamond, and Wrangler. We used a grid with 45 degrees and 30 degrees to create the diamond shape, and the angle of the black pantherâ&#x20AC;&#x2122;s snout follows the same angle.

1/2 X

1/4 X 1/4 X

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LOGO SYMBOL AND STACKED

2Y 6Y

150°

45°

30°

LOGO SYMBOL

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CLEAR SPCAE To ensure our mark stands out in printed materials and is not overlooked by the audience, clear space makes sure there is a minimum amount of white space surrounding the mark.

SIGANATURE BRANDMARK

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LOGO SYMBOL AND STACKED

LOGO SYMBOL

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PROPER USAGE Our brand mark should always be clearly visible in all communication material. Here we show the accepted ways of using our brand mark in different situations.

SIGANATURE BRANDMARK

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LOGO SYMBOL AND STACKED

LOGO SYMBOL

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IMPROPER USAGE The consistent and correct usage of our brand mark is essential. Breaking these rules could lead viewers to a misunderstanding of the brand. The examples we show below illustrate some improper usage that must be avoided.

Do not add gradient to the logo

Do not use drop shadow

Do not stretch & distorted the logo

Do not change the size ratio of the logo

Do not outline the logo

Do not adjust the opacity of the logo

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Do not add texture on the logo

Do not crop the logo

Do not rotate the logo

Do not put the logo on a busy image

Do not add outline around the logo

Do not change the color of the logo

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DIMENSION RESTRICTIONS We have thought ahead for different uses of our brand mark. Follow the diagram we show below to determine which mark to use in different mediums or different sizes of work depending on width and length requirements.

Larger than 1 inch

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0.5 inch

0.25 inch

0.15 inch

Minimum

On-screen: 50px Print: 0.6in

VISUAL SYSTEM COLOR PALETTE TYPOGRAPHY STANDARD CORPORATE BUSINESS SYSTEM

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COLOR PALETTE The color system of the new Wrangler offers a set of colors that create a memorable identity. The primary color is orange, which represents energy, encouragement and change. The secondary colors are gray and blue. These colors respectively stand for solid, dependable and communication, trust.

# ec6c11

# 5b77a2

RGB (237, 109, 17)

RGB (91, 119, 162)

CMYK (0, 70, 95, 0)

CMYK (70, 50, 20, 0)

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# 98b5de

# 959391

# e2dedc

RGB (152, 181, 223)

RGB (150, 147, 146)

RGB (227, 223, 220)

CMYK (44, 22, 0, 0)

CMYK (30, 25, 25, 30)

CMYK (10, 10, 10, 5)

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TYPOGRAPHY STANDARDS GOTHAM (TITLE AND CONTENTS) Typography plays an important role in communicating and in the overall tone we want to bring to viewers. Proper choice of typography reinforces our personality in all Wrangler communications. We chose Gotham and Stymie, which helps insert energy into the entire Wrangler visual system.

Aa 30

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GOTHAM THIN

GOTHAM THIN ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstwvwxyz

0123456789

GOTHAM BOOK

GOTHAM ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstwvwxyz

0123456789

GOTHAM MEDIUM

GOTHAM MEDIUM ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstwvwxyz

0123456789

GOTHAM BOLD

GOTHAM BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstwvwxyz

0123456789

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TYPOGRAPHY STANDARDS STYMIE (QUOTES)

Aa 32

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STYMIE LIGHT

STYMIE SC LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstwvwxyz

0123456789

STYMIE REGULAR

STYMIE SC REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstwvwxyz

0123456789

STYMIE MEDIUM

STYMIE BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstwvwxyz

0123456789

NEW ACTIONS WRANGLERâ&#x20AC;&#x2122;S ACTION MAP WRANGLER COMPANY

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WRANGLERâ&#x20AC;&#x2122;S ACTION MAP

T1-1 T2-1

PUBLIC

T1-3 M4

RCH1

T2-4

T2-2

T2-6

T1-2

T2-3

RCH2 T2-5

PRIVATE

INNER STRENGTH

OUTER STRENGTH

EVENT

EDUCATIONAL

EXPERIENCE

ENVIROMENT

SERVICE

TRAINING AND DEVELOPMENT

WRANGLER

PRODUCT

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T1.Wrangler Strength Center T1-1.Wrangler Fitness Traning T1-2.Twilighter Fitness Program T1-3. W Fighters Strength Gym

T2. Wrangler Institute T2-1. Strength Talk T2-2. Wrangler Community T2-3. Wrangler Museum T2-4. Youth Summer Camp T2-5. Wrangler Bootcamp T2-6. Wrangler Confidence Building

COMPETITION C1. Strength Triathlon C2. Strength In The Wild C3. Wrangler Warriors Award

RESEARCH RCH1. Wrangler Research Lab RCH2. W.STRENGTH Performance

MEDIA M1. Wrangler Channel M2. Wrangler Magazine M3. Wrangler Application M4. Wrangler Documentary Studio

RETAIL R1. Performance Wear R2. Wrangler Backpack Travel Service

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WRANGLER COMPANY TRAINING AND DEVELOPMENT T1.Wrangler Strength Center T1-1.Wrangler Fitness Traning

(SE, EN)

An environment, classes, supportive coach and all you need to make your workout routine a success. We believe that increasing your phsyical strength can help you compete against challenges in life. Wrangler fitness training provides full equipment and coaching for you to enhance your physical performance.

T1-2.Twilighter Fitness Program

(SE, EN)

Keep your strength up by joining our community of seniors for a total-body workout Fit and Strong! Wrangler Twilighter Fintness Program combines flexibility, strength training, and aerobic exercise with health education. Works with people with same ages for eight-week program. We provide the support and encouragement to push you even further.

T1-3.W Fighters Strength Gym

(SE, EN)

A gym for people with physical limitations to improve their strength. If you feel limited by a pysical impairment, this is a place for you to engage in physical activities and enhance your inner strength. We provide proprietary courses and types of equipment just for you. Our mission is to encourage and support you.

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T2. Wrangler Institute T2-1. Strength Talk

(EX, ED, EV)

To explore how ‘fighters’ overcome challenges and encourage you to face difficulties in your life. Wrangler has a program to provide the opportunity to develop performance through sharing the stories of ‘ fighters’ who have overcome overwhelming challenges in their lives. Our mission is to give you inspiration and encouragement and help you to tap your genuine strength.

T2-2. Wrangler Community

(SE, EN, ED)

We are a center that supports you and gives you opportunities to act on your desire to challenge and improve yourself. Our job is to help you develop your portential strength.

T2-3. Wrangler Museum

(EN, ED)

Wrangler Museum is a place that tells the history of Wrangler and how we evolved to be who we are now. There is an exhibition space where you can experience the culture and spirit of the American West.

T2-4. Youth Summer Camp

(EX, ED)

Wrangler has a community for your kids that encourages them to make friends, explore new interests and discover inner strength. The camp provides a space where children begin to gain independence and test their wings in a safe environment.

T2-5. Wrangler Bootcamp

(EX, EV)

Nothing better than vigorous team training! Wrangler Bootcamp provide fourweek program for team eight to ten people, we can create the right project for you, whether you want to get into shape or take your fitness to the next level. Let’s hit the goal together.

T2-6. Wrangler Confidence Building

(SE, EX, ED)

To build inner strength, it’s important to have confidence. We have the program for your comprehensive journey of self-discovery to discover the fundamental truths about who you truly are.

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COMPETITION DIVISION C1. Strength Triathlon

(EX, EV)

A triathlon can not only train your body but also your mind.The Strength Triathlon isnâ&#x20AC;&#x2122;t a traditional triathlon, our triathlon including rock climbing, surfing and mountain biking. This event for all you who want to challenge yourselves. We provide professional training before the event, we have got your back!

C2. Strength In The Wild

(EX, ED, EV)

Wrangler encourages you to go on an adventure and if you are going on a wilderness adventure, survival skills can save your life when you are in the wild. We will have a professional team to make sure you are prepared before you set out.

C3. Wrangler Warriors Award

(EX, EV)

After you attend the Strength In The Wild program, you can attend a three-day competition that checks the skills you learn from the program. This will be an award that encourages you to explore your potential strength, and the winner of the award will get a chance to go on an adventure with our professional team to the Amazon Rainforest.

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RESEARCH DIVISION RCH1. Wrangler Research Lab

(SE, EN, ED)

Wrangler research lab is divided into two departments, biological technology lab and fabric development lab. We are able to improve your inner and outer strength through technology and assist you to give full play to your abilities by wearing our fabric.

RCH2. W.STRENGTH Performance

(PR, SE, EX)

The Wrangler Research Lab has developed variety of capsules and tablets that fit your needs. For example, we have tablets that help you to enhance your physical potential in just a second. So if you are facing danger during the adventure, the tablets can help you escape from the dangerous situation. Another capsule can improve your confidence and concentration, so you will be ready to face the challenges in your life.

RETAIL DIVISION R1. Performance Wear

(PR, EV)

The Wrangler Research Lab has developed unique and high-quality fabrics for you to use in your training. We have created wear that can perfectly fit your body and the fabric is made of special material which is light and difficult to damage, so it provides a full range of protection for you to make sure you wonâ&#x20AC;&#x2122;t get hurt during any activities.

R2. Wrangler Backpacking Travel Service

(PR, SE, EN, EX)

Wrangler serve backpackers with distinctive experience, safe environment, emergency support. It including camping area, hostel, plan advisor, 24 hour emergency hotline and so on. We encourage people to adventure around different places to enrich their life experiences.

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MEDIA DIVISION M1. Wrangler Channel

(SE, ED)

The channel records videos about our Wrangler Talks, and documentaries, so you don’t need to worry about missing any of them. Also, there are workout videos for you to train yourself when you are at home.

M2. Wrangler Magazine

(PR, ED)

Wrangler Magazine shares our latest events, programs and information about Wrangler. We also bring you each week’s Wrangler Talks. It will be published in the paper and in digital format.

M3. Wrangler Application

(PR, SE, EX)

A mobile application for you to set up a training goal and supervise yourself. We will help you to improve your outcomes.

M4. Wrangler Documentary Studio

(ED)

The Wrangler Documentary Studio will record the stories of people who have overcome overwhelming challenges in their lives. The difference from our “Strength Talk” is you can get more into an in-depth experience of their lives.

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T1-1.

WRANGLER FITNESS TRAINING We believe that increasing your phsyical strength can help you compete against challenges in life. Wrangler fitness training provides full equipment and coaching for you to enhance your physical performance.

â&#x2013;˛ Training on a horizontal bar. 50

Weight training

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T1-3.

W FIGHTERS STRENGTH GYM If you feel limited by a physical impairment, this is a place for you to engage in physical activities and enhance your inner strength. We provide proprietary courses and types of equipment just for you. Our mission is to encourage and support you.

â&#x2013;˛ Weight Training 52

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▲ Our special gloves help people with physical limitation’s work out more easily.

Training before wheelchair race.

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T2-1.

STRENGTH TALKS Wrangler has a program to provide the opportunity to develop performance through sharing the stories of ‘fighters’ who have overcome overwhelming challenges in their lives. Our mission is to give you inspiration and encouragement and help you to tap your genuine strength.

▲ The audience waits for our Strength Talk to start. 56

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▲ A ‘fighter’ is sharing his story at Wrangler Talks.

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T2-4.

YOUTH SUMMER CAMP Wrangler has a community for your kids that encourages them to make friends, explore new interests and discover inner strength. The camp provides a space where children begin to gain independence and test their wings in a safe enviroment.

â&#x2013;ź Kids learning how to shoot an arrow.

Our Youth Summer Camp leads your kids to discover themselves.

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C2.

STRENGTH IN THE WILD Wrangler encourages you to go on an adventure and if you are going on a wilderness adventure, survival skills can save your life when you are in the wild. We will have a professional team to make sure you are prepared before you set out.

â&#x2013;ź Getting Warmth by fire in the wild.

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â&#x2013;² Drilling wood to make fire.

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C1.

STRENGTH TRIATHLON A triathlon can not only train your body but also your mind.The Strength Triathlon isnâ&#x20AC;&#x2122;t a traditional triathlon, our triathon including rock climbing, surfing and mountain biking. This event for all you who want to challenge yourselves. We provide professional training before the event, we have got your back!

â&#x2013;ź First challenge,mountain biking

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â&#x2013;ź Second challenge, rockclimbing

WRANGLER

and third challenge, surfing.

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R2.

BACKPACKING TRAVEL SERVICE Wrangler serve backpackers with distinctive experience, safe environment, emergency support. It including camping area, hostel, plan advisor, 24 hour emergency hotline and so on. We encourage people to adventure around different places to enrich their life experiences.

â&#x2013;˛ Wrangler backpacker camping area

A backpacker aiming for the summit.

Warming up before our Wrangler Bootcamp.

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T2-5.

WRANGLER BOOTCAMP Wrangler has a program to provide the opportunity to develop performance through sharing the stories of ‘ fighters’ who have overcome overwhelming challenges in their lives. Our mission is to give you inspiration and encouragement and help you to tap your genuine strength.

▲ Professional training at our Wrangler Bootcamp 69

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RCH1.

WRANGLER RESEARCH LAB Wrangler research lab is divided into two departments, biological technology lab and fabric development lab. We are able to improve your inner and outer strength through technology and assist you to give full play to your abilities by wearing our fabric.

â&#x2013;ź Interior of Wrangler Research Lab

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â&#x2013;² Collecting blood sample to develop customize capsules.

Exterior of Wrangler Research Lab

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R1.

WRANGLER PERFORMANCE WEAR The Wrangler Research Lab has developed unique and high-quality fabrics for you to use in your training. We have created wear that can perfectly fit your body and the fabric is made of special material which is light and difficult to damage, so it provides a full range of protection for you to make sure you won’t get hurt during any activities.

▲ Microscope view of our high tech fabric

▲ Macroscopic view of our high tech fabric

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â&#x2013;² Testing Wrangler Performance Wear

Courage is contagious. Every time we choose courage, we make everyone around us a little better and the world a little braver.

â&#x20AC;&#x201D; Brene Brown

COPYRIGHT Â© 2017 MENG JYE(AVIIZ) LEE All contents for Visual Standards Guide was collected, written and designed by MENG JYE(AVIIZ) LEE This book is a non-commercial project for education purpose and is not intended to represent the Wrangler brand. PRINT AND BIND Blurb DESIGN MENG JYE(AVIIZ) LEE

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