G U I D E L I N E S
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I N T R O D U C T I O N
Look all the criminal organization out there, they always try to look scary to gain respect, they relate to you like you are nothing, but you couldn’t avoid to deal with them because they are involved in everything about life. Now try to imagine a group of criminals, but before people that behave well everytime, they try to be kind, not like they are superior and always dress elegant with style: real gentlemen, but criminals. We are The Tailors
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C once p t
&
m ood
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Rationale, Moodboard
logo
gener a tion
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Logotype, Construction, Respect area, Minimum size
b r a nd
ele m ents
2 1
Colours, Typography, Pattern
p h otogr a p h ic
st y le
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ele m ents
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Rules
a p p l y ing
Working with text and images, Embellishments
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c h a p ter
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conce p t & m ood
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co n c e p t & m o o d
gentle m en a re gone
r a tion a le Tailors are gentlemen, and gentlemen are gone. All of the styleguide would try to explain and generate consistent artworks for the Tailors brand. Everything has to be filled with a little bit of vintage taste, but without falling in the actual trends in
graphic. There is nostalgia of the past gentlemen, but awareness that if someone could be a real man in these days he would be on an immediately noticed. It’s bad for criminals, but worths the risk.
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co n c e p t & m o o d
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co n c e p t & m o o d
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c h a p ter
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L ogo gener a tion
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lo g o g en e r at i o n
logot y p e This logotype, with and without the tagline, tries to communicate just with clean typography the feeling of the entire organization: elegance and strictness. Visually refers to the logos on the labels inside the tailored suit.
It was made customizing a vintage font called Duke that, referring to the past, gives the image of a group with an history. It’s designed to be used just in black or white that are the primary colours of the entire brand.
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lo g o g en e r at i o n
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lo g o g en e r at i o n
2x
8x
1x
construction All the negative spaces are balanced and proportional at a basic square module that repeated 8 times defined the height of the TAILORS word and
repeated several other times gives all apparence to the logotype that can’t be changed in proportions. All the letters were manually kerned.
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lo g o g en e r at i o n
res p ect
a re a
The respect area in both the cases is defined using the O as basic module repeated on the 4 side ot the logotype.
In the version without the tagline at the bottom side of the box a construction square was added in order to balance better the entire block.
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lo g o g en e r at i o n
with tagline
just logo
Width 50mm
Width 30mm
Width 15mm
m ini m u m
si z e
The minimum size is different from the one with the tagline to the standalone one in order to maintain the readability of “Gentlemen Criminals�. If possible the using of the first version would be
preferred, but according to material speciment and the opinion ot the user could be changed with the standalone one
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lo g o g en e r at i o n
logo
colours
These are strictly the colours in which the logo could be used in positive or negative way on every support. Changing the colour would give to all the brand a different taste and feeling
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c h a p ter
3
b r a nd ele m ents
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b r a n d e l e m ent s
primary colours
b r a nd
secondary colour
colours
Differently from the logo the brand and the elements could have slightly less strictly rules. The primary palette is composed of the greyscale gradient and the secondary palette is defined just
with a colour. In order to avoid wrong usages on the right there is a page that visually shows the maximum amount of secondary colour possible in all of the brand artworks.
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B L AC K C
40 / M R
C
30 / Y
0 / G
30 / K
0 / B
100
0
p a ntone
18 8c
15 / M
100 / K
R
100 / Y
108 / G
0 / B
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W H I T E C R
0 / M
0 / Y
255 / G
0 / K
255 / B
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0
255
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BRA N D E L EMEN T S
Titles and Display
Brandon Grotesque Typefamily
This typeface is supposed to be used always in CAPS with a high tracking value to accentuate the elegance feeling.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Alternative typefaces: Gotham Typefamily, Helvetica Neue Typefamily, Arial
Text
Futura Std Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Alternative typefaces: Century Gothic Typefamily, Cambria
t y p e f a ces The typefaces are choosen to emphatize this elegance feel that has to come up with the brand. In order to do that they have to be used in the right way (kerning, positioning, size) following the
written and visual guidelines of this page. The secondary colour could be use to give more personality an dynamism at the typography.
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BRA N D E L EMEN T S
“ A gentle m a n is one w h o p uts m ore into t h e world t h a n h e t a kes out . � - G eorge
B ernard
S haw -
Only Brandon Grotesque
GENTLEMEN a re
dB yR iE nE gD Brandon Grotesque and Futura Condensed in titles
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th
rule Ritat obusque horum abus, primili cuppl. Maequiu iam, conem ia et inam aut nihilibunum audeper teatque et? Fuissu consuliam aperit. Nonterfec ium eludefatu mactuam poptimis, diem cestrum eo, Ti. Si porActorus, Castiam nequam iaedo, ute ocus.
Brandon Grotesque and Futura Condensed in titles and text 25
BRA N D E L EMEN T S
Pattern n째1
Pattern n째2
PA T T E R N As decoration, background or to integrate with images you could use patterns ispirated to the one on elegant ties and shirts. They also visually refer to the handstitch embroider and also to that kind
of link that is the Tailor Criminal Organization. The patten could be use in positive or negative but always with the primary palette.
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c h a p ter
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PH O T O G R AF I C S T Y L E
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p h oto g r a p h i c s t y l e
G E N T L E M E N (...Elegance, Style, Fashion, Well Manners)
b e f ore cri m in a ls (Gun, Scar, Straight Razor...)
1
st
rule
Pictures that have to work as standalone images has strictly to follow this rule in order to differentiate from basic fashion photos. Tailors are a mix of two values: gentlemen and criminals, but they are gentlemen before criminals. That means that a viewer has to notice firstly the fashion and gentle-
men side, then the secret side. So the picture has always to hide something that could be observed in a second time, in this case the gun in the hand. The “secret� could be a scar, a razor, a small stain of blood.
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The 1st thing a viewer has to notice is the elegance, the gentlemen attitude and just in a second time the presence of a gun, like in this case, or something that could refer to a criminal activity.
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p h oto g r a p h i c s t y l e
secrec y (never show a face in ADV photos)
2
nd
rule
The second rule is about secrecy. The pictures used for the Tailors ADV or just for the branding don’t have to show any face that could be related, even if it’s not true with the gang.
In order to do that the photos have to be without head, maybe showing just some parts of the body or just covering the head with shadows.
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The photos used directly in the brand image doesn’t have to show a face that has to be cutted out or just photographed in the shadow reffering to the secrecy of the organization and of the members.
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p h oto g r a p h i c s t y l e
b l a ck a nd w h ite
3
rd
rule
The rule about black and white coul be applied during the shoot or in post-production the important thing is to use this tool in the right way, maybe compressing the gamut of the image in order to accentuate the difference between shadows and
highlights, that could represent the different sides of a Tailor. Anyway this is different from picture to picture and is a designer task to make the picture looks better following the rules.
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Black and white with large amount of shadows and a compressed Gamut to emphatize the anthitesis between the gentlemen and the criminals.
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c h a p ter
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a p p l y ing ele m ents
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a p p ly i n g e l e m ent s
eleg a nce
j ust
te x t
&
gr a p h ics
Everything is based on an elegant central aligned grid that is the basic alignment for everything in all the artworks. Even letters, business card envelopes, if possible, have to follow this guideline in order to make everything look consistent.
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a p p ly i n g e l e m ent s
D E A R R I C K S H E A R MA N
Bit reperum haruptatem con ese pre, occumendae endiciis estissi con peritatum laut as eaquia doleseque pel iditaquas eicimilit incto cus, sitio.. Itioreium vero eosae ipictempore, ut autecto con perem est accatur, nimil im iscia verferatem haribus dempeliqui volut el expereror alic to volupta temosanda et aut ligendi tatempor aliquo cullaut por mincias sitatentures andel moluptis dere laborer uptate la sime nisitis modigen tiuscilit aperror rorum, apel eos quae nobis pliquatur? Susam ut laborro restio consed que vidisque ne assitibusa nonest fuga. Eped modit, sitaque omnimin cuptat. Git dipsape rchilit porepel lendis eos solorehendi invende licieni hiciditati comnimi nvellab orendan dioress inverovit por aut quunt lant volupta temporiosam as velendaecae. Nam, quiderume nonsed quatumenecto te plabo. Itatust et excescide pernatis eume volut aspel ipsaper orepeligent, quatestore et is aut ma arum facestis que vendiaecum nos quundeles dolorum quodit laut aut re molupta del ilitassus autectius de as in re odionsecta aute con nam sa nonsecae mod quia aut eiuntem quatibu samenis dit liqui de niendip iciam, quos derit quibus.
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a p p ly i n g e l e m ent s
consistence
te x t ,
gr a p h ics
&
i m a ges
When the artwork incorporates images that could be merged with patterns. For example for an horizontal advertising like the one on the top of the page you could divide the space in two dif-
ferent modules that could define the alignment of everything inside it. All the artworks has to remain elegant and minimal like all the brand image.
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a p p ly i n g e l e m ent s
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a p p ly i n g e l e m ent s
m a ke it look cl a ss y
e m b ellis h m ents For every artwork, depending on what kind of artwork it is you could add some random embellishments like embossy, black on black, hand stitch binding.
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a p p ly i n g e l e m ent s
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