L O C A L 71 8
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B R A N D BOOK
M A D E I N BROOK LY N
EDITION No. 1
Inspired by nature,
energized by the city,
destined to start trends. Move over Manhattan. Step aside Paris. Brooklyn is the presiding style capital on the world map and it’s the muse for a collection that’s just as eclectic, inspired and effortlessly chic. Local 718 takes its design cues from the hipster avenues of Williamsburg and the brownstone blocks of Park Slope with sets that weave natural and raw materials in subtle shades of asphalt, brick, sandstone and berry. Patterns evoke tree-lined blocks, East River currents, architectural elements and artist canvases. We can’t all be lucky enough to live in Brooklyn, but now we can all sleep there.
eclectic, earthy
effort lessly chic.
authentically cool.
crafted, curated
natural threads
woven into urban vision.
TheLocals The Life: Brooklyn is her muse when it comes to what she wears, how she lives and how she decorates her surroundings. Letterpress, silk screen, Etsy—anything with an artisanal flair catches her eye and gets repinned on her Pinterest. She’ll walk the extra mile to find just the right shop and bring home eclectic elements that transform her apartment into an artful sanctuary. The Loves: 1. Following indie bands and films 2. Planning a trip to somewhere exotic 3. Shopping farmer’s markets and flea markets 4. Collecting vintage LP covers 5. Taking craft classes
LOCAL culture
LOCAL haunt
LOCAL retreat
LOCAL escape
LOCAL TEXTURE
LOCAL COLOR
Local Rules
logo usage SAFE AREA The minimum required clear space for the Local 718 logo is the width of the number seven. Generally no art or copy is allowed within the safe area with the exception of simple and solid backgrounds.
Concrete PMS Cool Gray 7C against Ceramic White
Concrete PMS Cool Gray 7C against Parchment PMS 7528 C
core colors COLOR USAGE Color uses are integral elements in the Local 718 brand. Consumers recognize brands by specific colors. Logo colors must remain the same, and combined with accent colors in a way that doesn’t detract attention.
PARCHMENT
CONCRETE
PMS 7528 C
PMS Cool Gray 7 C
C: 22 M: 23 Y: 30 K: 0
C: 22 M: 23 Y: 30 K: 0
R: 199 G: 185 B: 172
R: 199 G: 185 B: 172
HEX: C7B9AC
HEX: C7B9AC
CERAMIC No PMS C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 HEX: FFFFFF
ACCENT COLORS
GRAPE WINE
OLIVE OIL
PMS 7644 C
PMS 456 C
C: 53 M: 82 Y: 51 K: 44
C: 22 M: 23 Y: 30 K: 0
R: 88 G: 45 B: 64
R: 162 G: 142 B: 42
HEX: 592e40
HEX: a28e2a
BOMBAY BROWN PMS 7586 C C: 28 M: 73 Y: 89 K: 19 R: 158 G: 83 B: 48 HEX: 9e5331
TYPOGRAPHY SPECIFIC FONTS The following fonts are Local 718-specific and supports the brand visually. Use of any other font for whatever reason, will weaken and water down the brand.
BEBAS neue
A BC DE FG H I JK LM NOPQRSTUVW XY Z 023456789!@#$%^& *( ) - + COPSE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv 023456789!@#$%^&*()-+
WEB
SHELVING
PACKAGING
"Living here in Brooklyn, I’m much more inspired by what’s around me. I think everywhere you go there’s so much to look at; the patterns on buildings, the different colors, the ‘geo-metricness,’ if that’s a word, of the cityscapes."
—Jon Setzen
261 5th Ave., NYC 10016 T. 212 252 0802 | WWW.DIVATEX.COM