contents brand philosophy 01 03 05 13 15 23
values who we are mission attributes audience
35 37 39 41 43 45 47 59 51 53
brandmark logotype tagline color type signature photography illustration stationery digital
brand elements 33
55 merch 57 advertisements
philosoph
hy
01
03
we are hockrocks. we take artistic liberties. we value community.
values
we ooze positivity.
we believe in self expression.
self expression is extremely important to almost everyone, especially young people. we express ourselves in a variety of ways; art, music, hair color, social media, and (perhaps above all) clothing & accessories.
05
one popular way of expressing yourself and showing your interests is personalizing the things that you use daily; like your laptop, cell phone cover, bike, jean jacket, water bottle‌
‌even the world around you.
09
stickers, pins, and patches featuring phrases or depictions of pop culture, characters, or mundane parts of life have become increasing popular among young people as a way of expressing themselves in an often humorous, lighthearted way.
mission we are focused on facilitating the transition of art to the hands, skateboards, jackets, waterbottles, hats, laptops, phone cases of expressive individuals. most young people can’t afford to buy authentic, original art at a large scale. it’s easier for them to buy something smaller and more affordable, like a pin, patch, or sticker.
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attributes
s
15
vibrant
17
19
young
fre
sh
21
audience
e
23
type
cr ea t iv es
25
27
art lovers
young people
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logo the ideal hockrocks customer is someone who enjoys even the mundane parts of life and expresses themselves through their sense of humor and bright, colorful style. she enjoys going on road trips with her friends and documents every moment on her instagram. she buys colorful, fun patches which she irons on plain t-shirts and jackets she finds at thrift stores. her style is unique, but relatable and friendly.
otype
31
brand elements
s
33
our brandmark is an abstract form of a cut-in-half raw geode, which was inspired by the second half of the brand’s name.
brandmark
35 its loose forms represent the levels of the art community and customer base: the outer rings represent the customers who don’t know much about art or the art scene, but want to keep up with the trendiness of pins/ patches/stickers, and in turn supports the community without really knowing. they may include skaters, hipsters, and style-conscious individuals.
the middle level respresents the conscious artist supporters; those who may be hobby artists, have friends who are professional artists, or who appreciate and understand the value of art in society.
the very center level represents and artists and designers who partner with hockrocks to create the pins, patches, and stickers. they are the smallest of the three levels and are supported by the outer rings.
the stacked version of the logotype is preferred and represents the brand’s fun-loving nature through the backward “S.”
logotype
37
the horizontal logotype may be used in instances where the stacked logotype does not fit.
customize customize customize
customize
your life. your life. your life.
e your life. the tagline is a call to action for customers.
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tagline
milennial pink represents youth, the light
color blue represents freshness, and the aqua represents vibrance.
285c #00 6fc 7
r: 0
g: 1
11
b: 19 9
03 243 g: 1 90 b: 2
182c # f 3b e cb r: our brand colors reflect our attributes: the
cc
# 32 5 2 c
c8
5f
g:
95 : r
20 4b
: 2 00
helvetica
headers: abcdefg
body: abcdefghijklmn
emphasis: abcdefghi
typography
neue
43 our type is simple to enable our product to stand out. it utilizes different styles of helvetica neue to draw attention when and where necessary.
ghijklmnopqrstuvwxyz
nopqrstuvwxyz
ijklmnopqrstuvwxyz
customize
signature
45
your life.
the full signature is comprised of the brandmark & tagline. it may be used in any of the brand colors and must contain the spacing of brandmark’s inner rings to maintain its integrity.
47
the photography style focuses on feel-good subject matter. photos have a vintage, authentic aesthetic that evokes feelings of nostalgia, happiness, and warmth. the goal of the photo
photography treatments is to entice young customers to relate to the brand.
illustrations are derivitive of the brandmark’s loose, care-free style and layers. they are often mixed, overlapping, and may bleed off the page in certain instances to create a “larger than life” feeling.
illustration
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the stationery features the brand’s vibrant, youthful colors and highlights the brandmark by utilizing it as a graphic element and pattern.
stationery
digital
53
the majority of hockrock’s sales are made online, so its digital presence is important.
for promotional items, the logotype is never used. the brandmark may be used in a low-contrast, large-scale setting or broken apart and arranged as a pattern.
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merch
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advertisements are placed where our target audience is most likely to see them: in a mall or shopping center,
advertising and between the pages of a popular fashion magazine.