BRAND GUIDE BOOK
CONTENT
XIII. Content X V. D e s i g n P h i l o s o p h y 3 . T h e Ta g l i n e 6. The Logo 13. Color 14. Secondary Graphic 19. Typography 26. Logo Placement 31. Stationery 35. Packaging 40. Publications
Ampersand “ Brand Guide Book” art director Batara Bayu Soedarwanto batara_bayu@hotmail.com photographer Batara Bayu batara_bayu@hotmail.com printed in Bandung , Indonesia
DESIGN PHILOSOPHY
DESIGN PHILOSOPHY
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DESIGN PHILOSOPHY
HALO ! A humble welcome from Ampersand Denim and Leather co. We are a group of passionate denim enthusiast who thinks that denim is beautiful and should not just belong to a certain group of culture. We share the same believe that by having a fresh and familiar design approach we will be targeting more audiences and spread the “Raw Passion” to the world.
AMPERSAND “&” Why Ampersand ? Some of you may know or may not know what is Ampersand, for those who don’t now , it is the symbol we use to represents “ and “. The reason behind using a typography element for our brand is because typography is the “raw” or “basic” element in graphic design. Ampersand is something that is very familiar, yet not a lot of people know or relize , so it is still fresh in people’s mind. It is just a simple glyph but it connects two subjects in a sentence, and it is considered as a special character Using “ ampersand “ as our brand and graphic identity , we
CLINICAL , RAW , FRESH , MODERN , UNIVERSAL
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DESIGN PHILOSOPHY
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DESIGN PHILOSOPHY
AMPERSAND IS ABOUT PASSION RAW PASSION
We are passionate in what we do. We are not just mass producing raw denim and leather products. We make sure that we love what we touch, what we smell , what touches our skin. We see denim as part of our life. Each and everyone of us see denim differently according to our own perception , through our own experience. These are the things that we want to share to our consumers, seeing our product through their own perspective , being part of their life in their own way ,
BRAND VISION : Our goal is to share the exitement we have towards denim to the world , because we believe in denim’s initial purpose to be worn by everyone , not just a specific culture group.
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DESIGN PHILOSOPHY
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DESIGN PHILOSOPHY
THE LOGO
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THE LOGO
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OUR LOGO THE BIRTHMARK This is our face , this is the outer core of our face . We spend plenty of time discussing how should our logo looks like. After so many discussion and consideration we finally came up with something that really suits our personality and character as a passionate denim makers. The Ampersand logo has a fresh , heavy , and timelesss feeling towards it. As mush as we want it to look flat and modern , we still include vintage elements such as the stiches as the details since it has been the root of our denims. The conjoining ampersands forming an “ A “ in the middle of the logo represents endless flow and dynamism of our passion and our determination in making quality denim and leather.
& + A +
OUR LOGO IS A REPRESENTATION OF OUR PERSONALITY , VISION, AND DETERMINATION TO ALWAYS MAKE GOOD QUALITY DENIMS AND LEATHER FOR YOU
THE LOGO
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x
5x
THE LOGO
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PRIMARY LOGO BLUE
SECONDARY LOGO WHITE
THE LOGO
MINIMUM LOGO SIZE
THE RIGHT SIZE To ensure the visibility of both primary and secondary logo, the minimal size of the logo should not be smaller than 15 millimeters in diameter .
15MM
CLEAR SPACE 2X
2X
PERSONAL SPACE Please be sure to give personal space towards the logo , Minimum clear space of both horizontally or vertically is 2x
2X
2X
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THE LOGO
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THE LOGO
COLOR COLOR OF OUR BLOOD PANTONE P 108 -16 C
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THE LOGO
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SECONDARY ELEMENTS SMALL THINGS THAT MATTER These are some features that support the face. They must be included in all publications as supplementary graphics.
x
DENIM , NEEDLE , THREAD WALLET , LEATHER These icons represent things that we love, and the overall elements of our product. Must be always positioned with even distance towards each other ( x ) in 45 degrees angle,
THE LOGO
6 STRIPES OF STICHES Denim is always identic to stitches and fabric. That is why we have this suplementary graphic representing the stitches and our minimality
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THE LOGO
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AMPERSAND
AMPERSAND SERIF This is for leather patch purpose. This secondary element is barely used, but good to know that we have this to support our main logo.
THE LOGO
AMPERSAND DENIM & LEATHER CO.
AMPERSAND FORMAL USE For letter and letterhead purposes. This element must only be used on top of address or phone number or another items which requiers the company’s full name to be mentioned
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THE LOGO
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RAW PASSION TAGLINE This is how the tagline should be presented in any kind of prints. with the icons and the “raw passion” words below it.
THE LOGO
raw passion
RAW PASSION FONT To distinct the tagline from the main logo, diffrent usage of font is needed. The BigNoodleThing is a font with strong and bold character with a vintage touch to portray the “raw” feeling.
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THE LOGO
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TYPOGRAPHY (print) FAMILY BUSINESS One of the most important thing in our identity is the typography. As a matter of fact “ Ampersand “ itself is also a special character in typography.
DINpro LIGHT : Body copy , caption MEDIUM : Sub headline BOLD : Headline
THE LOGO
Aa Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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THE LOGO
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TYPOGRAPHY (web)
Adobe Devanagari THIN : Body Copy REGULAR : Sub headline BOLD : Headline
THE LOGO
WwWw Ww ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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THE LOGO
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LOGOTYPE
Adobe Devanagari REGULAR : Letter BOLD : Suplementary graphic Logo Type
THE LOGO
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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THE LOGO
LOGO PLACEMENT
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LOGO PLACEMENT
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BOTTOM CENTER PLACEMENT To be used on a poster or any prints with centralized image as shown below. White logo for dark background, primary blue logo for white or bright background.
FA DE
LOGO PLACEMENT
BOTTOM LEFT PLACEMENT To be used on a poster or any prints material with NON centralized image, either left or right sided images. White logo for white or bright background, Primary blue logo for white or bright background.
20 OZ
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LOGO PLACEMENT
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TOP CENTER PLACEMENT To be used on a poster or any prints with centralized image as shown. To be more specific, photos which needs to be positioned lower for the composition purpose. White logo for dark background, primary blue logo for white or bright background.
LOGO PLACEMENT
SECONDARY BOTTOM LEFT PLACEMENT To be used in a borderless prints as shown above. White logo for the black , or any other dark color images.
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LOGO PLACEMENT
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STAIONERY THE ARSENAL Our office stationery , our weaponary to spread out the passion. Consist of Letterhead , envelope, business card , and complimentary slip.
LOGO PLACEMENT
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LOGO PLACEMENT
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70 mm
18mm
80 mm
297 mm
50 mm
100 mm
20mm
DL
200 mm
18mm
LOGO PLACEMENT
60 mm
100 mm
UN WA SHED TAPPERED BL UE
SKINNY FIT
32/15 Price Tag Price tag consist of Waist and Height measurement , fitting type and fabric type
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LOGO PLACEMENT
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PACKAGING GIFT WRAP
Mock up
Our packaging is inspired by the shape of denim while it is folded. we wanted to make efficient and functional packaging , but still looks nice and representing our image.
We provide you with the mockup. You may tore it and make your mini packaging of ampersand.
LOGO PLACEMENT
32/15
SKINNY FIT LO W W AIST NORMAL W AIST TWO NEEDLE SIDE SEAM ST ARIGHT LEG OPENING ZIP F LY
UNW ASHED
32/15
01234567890123
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SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE SAMPLE
LOGO PLACEMENT
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LOGO PLACEMENT
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THE LOGO
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LOGO PLACEMENT
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PUBLICATIONS
LOGO PLACEMENT
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LOGO PLACEMENT
POSTER THE ANOUNCER
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LOGO PLACEMENT
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LOGO PLACEMENT
FACEBOOK THE STALKER
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