STYLE GUIDE | 2020
Brand Style Guide 1. What we do
6.6 Typography
2. Vision, Mission, Values
7. The product
3. Our purpose
8. Online
4. Mood board
8.1 App
5. Brand personality
9. Packaging and merchandising
6. Brand Identity
9.1 Kiosk
6.1 Logo
9.2 Packaging
6.2 Logo usage
9.3 Tote Bag
6.3 Color Pallet
9.4 Team uniform
6.4 Textures and prints
10. Advertisement
6.5 Graphic elements
What we do Alan Vee is a lifestyle brand that offers both sunglasses and optical glasses, with designs that are modern and elegant for both men and women. We proudly manufacture our products with the highly valued Italian “know-how” eyewear production, based on meticulous industrial and handmade processes. Our products are designed to last. We make unique pieces, for unique people that enjoy and celebrate life in its true essence.
The vision To be a brand that inspires people to be themselves and live life with joy.
The mission We seek to provide modern and fashionable eyewear
designs at a fair price and to be a brand that doesn’t only offer high-quality products but also the possibility of being part of a one-of-a kind community.
The values Alan Vee’s culture is driven by respect, transparency, collaboration, and innovation. We are an inclusive brand that will always seek to offer an environment that is safe and equal for each one of our employees and customers. We support environmental and social projects and guarantee sustainable production, understanding and owning our responsibility in society. We are committed to the quality of our products and services. We always work with passion and a positive attitude to engage and inspire others to live life with joy and to always be themselves.
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enjoy, celebrate, embrace yourself.
Our purpose At Alan Vee we celebrate life at its true essence, with all that comes with it. We embrace its ups and downs, the “good“ but also the “not-so-good". We value simple pleasures and believe that staying true to ourselves will always be the best way to enjoy and celebrate our existence. We want loud laughter and tears of joy. We want crazy dances, good music and to wear whatever we want. We want pizza on Mondays and to watch more sunsets and sunrises. At Alan Vee authenticity is our motto and we won´t judge "rebellious" attitudes. In fact, they are more than welcome. We want more improvisations, creativity and to hear "let's do it!" more often, just to see where it takes us. We want wild adventures followed by relaxing Sundays in bed. We dream of a more inclusive, ethical, human, and conscious world, where brands and people have a bigger purpose, acting together towards a life with more kindness. We work in a conscious and honest way, offering products with fair prices and that respect the environment and people's lives. We are a committed team who believe in what we do, with the aim of bringing to you the best outcome of our work. We want to give you a product of exceptional quality, designed and produced to last, and that is committed to the society so that when you wear our glasses you are also deciding to be a changing agent. We want you to live life as you please and that our brand can be part of it in every great memory along the way. STYLE GUIDE | 06
Brand Personality
JOYFUL REBELLIOUS ELEGANT TRENDY MEMORABLE AUTHENTIC
FUN FEARLESS MODERN
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Moodboard
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Brand identity
logo The logo is an integral part of Alan Vee’s brand and should be used thoughtfully and consistently. Most often the logo will be presented in black as displayed on the top left but can also be adapted for use on a black background, to incorporate color either in the text or as a background. The logo symbol can be displayed in both black or white and can be used alone or with the Alan Vee’s name under it. It should be used mostly for social media icons and for the App. The symbol can also be used in the product. Both logo and symbol must not be displayed under 4 cm of width in graphic and digital materials.
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Logo PRIMARLY LOGO
LOGO SYMBOL
DARK BACKGOUND LOGO
DARK BACKGOUND LOGO SYMBOL
Logo usage: Do’s and Dont’s
Yes Logo only in #000000 color.
No Do not apply any effects to the logo.
Yes Logo on color background.
No Do not distort the logo.
Yes Logo used for applications.
No Do not change logo to non company color.
No Do not rotate the logo.
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Color pallet The Alan Vee’s color pallet is vivid, fun and elegant. It aims to bring some joy to our identity maintaining our artistic and creative essence.
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PRIMARLY COLORS Black #000000 C000 M000 Y000 K000
Gray #000000 C000 M000 Y000 K000
White #000000 C000 M000 Y000 K000
Fancy #A76A56 C29 M71 Y68 K0
Powdered Rose #E3CBA5 C8 M24 Y38 K0
Lady Like #CA6577 C0 M79 Y36 K0
Creamy Coffee #532D14 C54 M90 Y100 K40
Brown Sugar #94602C C38 M73 Y94 K4
Blue Jeans #14336A C98 M93 Y34 K2
Sweet Yellow #E6BF60 C3 M29 Y76 K0
Intense Green #2A4527 C90 M61 Y94 K36
Golden Masala #000000 C000 M000 Y000 K000
SECONDARY COLORS
Sweet Cherry #A76A56 C29 M71 Y68 K0
Dreamy Sky #FFFFF C73 M0 Y10 K0
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textures and prints The patterns and textures of the brand are key to be applied across Alan Vee’s Brand Identity in both graphic and digital materials.
They should be used thoughtfully and only when needed considering that the core aesthetics of the brand is very clean. These elements are responsible to help to construct the elegant concept of the brand, represented by the Gold texture, the Vegan Leather, and the Marble, meanwhile, the recycled textures make it at the same time accessible and show the commitment of the brand with its ecological responsibility.
It can be applied in the packaging, graphic and in some digital materials and in physical spaces of the brand such as the kiosks.
Marble
Vegan Leather
Gold
Dream Sky #72B6DA C000 M000 Y000 K000
Recycled Paper 1
Recycled Paper 2
Concrete
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graphic elements The graphic elements, just as the patterns and textures, must be equally carefully applied. The abstracts elements that remind us of brush strokes and handmade lines, refers to the artistic side of the brand and the uniqueness of its products. The concept aims to be aligned with the sense of authenticity of the brand while promotes the idea of free expression and creativity.
Color Name #000000 C000 M000 Y000 K000
Dream Sky #72B6DA C000 M000 Y000 K000
LOGO VARIATIONS USAGE AS GRAPHIC ELEMENTS:
1.
2.
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Alan vee
Typography HEADLINES
A B C D E F G
LuloCleaN
H I J K L M N O P Q R S T U V W X Y Z
BODY TEXT 1
ABCDEFGHIJ
abcdefghijkl
Georgia Pro Black
KLMNOPQRS
mnopqrstuv
TUVWXYZ
wxyz
BODY TEXT 2
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The product
SUNGLASSES & OPTICAL GLASSES HANDMADE ITALIAN DESIGN ECO FRIENDLY COLLECTION HIGH QUALITY TOP FASHION TRENDS
POSSIBILITY OF ADDING PERSONALIZED INITIALS
EYEWEAR CHAIN
PERSONALIZED EYEWEAR CASES
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online
pretend everyday is Friday.
E-commerce
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INSTAGRAM feed/ APP
Ar Face recognition Function in the app
Packaging and merchandising
Kiosk Alan vee
AR TECHNOLOGY: “TRY ON” FACE RECOGNITION
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packaging
TOTE BAG
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TEAM UNIFORM
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what are you waiting for?
advertisement
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good things
are coming.