introduction
2
teen spirit brand book
content table
4
teen spirit brand book
contents 6
Introduction
10
Old & New
18
Logotype
20
Do Nots
22
Brand Grid
24
Sizing
26
Color Palette
28
Typography
30
Extensions
so here’s the thing... Teen Spirit was introduced in 1992 and quickly established a market niche with younger teen girls. Teen Spirit represents safe protection for
teen spirit brand book
young girls, something clean and strong that they can rely on. In order
introduction
6
to keep this appeal with young girls, Teen spirit needed to update its logo to reach the new, modern crowd. This manual will serve to guide you in the usage of the new Teen Spirit logo redesign. This redesign occured in December of 2008 and was intended to draw a new type of girl, the hip, modern girl of today rather than the girl of the 90’s.
introduction
8
teen spirit brand book
sparkling
these days are behind us.
teen spirit brand book
We used to look like a different kind of girl. These images remind us of what we used to look like.
our old look
10
our old look
12
teen spirit brand book
our new spirit
14
teen spirit brand book
here we are today. Today we look like a new, modern girl. We have a different smile, a different face, a new spirit.
our new spirit
16
teen spirit brand book
logotype
18
teen spirit brand book
nice to meet you. The new logo design focuses on cleanliness and strength, shown in the abstraction of 3 bubbles, one larger than the rest, supporting the other two. The colors have changed to invite a stronger girl. The colors are still feminine, yet clean and more sophisticated. The redesign calls for strict adherance to certain standards, and this book clearly draws them out so as to strengthen the Teen Spirit brand.
do not. ever. The Teen Spirit logo has been carefully designed, and we want to take all precautions to ensure the integrity of the brand. Please be careful
teen spirit brand book
when using the brand in all applications and always preserve the brand image. Never change the colors in the logo or line work, never alter the weight of the lines. Never distort or rotate the logo. Never outline the logo or present it in outline form. Never add drop shadows, 3-D effects, or any other dimensional distortion to the logo. Never fill any of the circles with solid colors. Never change the typeface used in the logo. Never use all caps of change the case size of the typeface within the logo. Never rotate any of the text within the logo. We have worked hard to perfect the logo so please work hard to preserve it.
d o n o t . e v e r.
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gridlines
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teen spirit brand book
keep it simple. Even though our logo seems straighforward, simplicity is a delicate act. In order to keep a perfect balance, certain measurements must always be ensured. Follow this guideline to ensure an exact replication of the Teen Spirit Logo. When placing the logo next to adjacent elements, allow for necessary clear space, as indicated by the blue lines in the graph. Always use electronic files when replicating the logo as hand work can lead to error. All electronic files can be found by contacting the Teen Spirit marketing department. Artwork is also available online.
not too small. The Teen Spirit primary logo is not designed to go smaller than an inch wide. When necessary to use a smaller size, please revert to
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the secondary logo, which was designed for smaller applications.
logo sizing
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When necessary, the alternative logos can be used to allow for certain undersized applications. A stacked version of the logo can be used to maximize readability on smaller applications, along with an icon only version and a text only version. Whenever possible, please use the primary logo to ensure a consistent visible brand for the public eye.
Do not use primary logo smaller than 1� wide.
If a smaller size is necessary, use this stacked logo.
A cingular logo can also be used for smaller applications.
color me beautiful. The Teen Spirit color palette is designed to expand to many different applications. The colors are meant to be able to express a wide range
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of expressions to be able to communicate clearly and with confidence.
color palette
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The primary colors are meant to be used predominantly in logo usage, and secondary colors added to print applications and advertising. These colors are based on the Pantone Matching SystemŠ. If PantoneŠ colors are unavailable, CMYK equivalents may be used. Please use the provided approximations for both web and screen viewing. Using this very color palette will lead to consistency in representing the Teen Spirit brand.
PANTONE C MYK RGB H E X#
Cool Grey
PA N T O N E C MYK RGB H E X#
PA N T O N E C MYK RGB H E X#
9U
45/40/35/5 145/145/145 919195
165
U
0/60/95/0 245/130/40 F58426
299
U
85/20/0/0 0/160/220 009DDC
PA N T O N E 1 7 9 7 U
PA N T O N E
CMYK RGB HE X#
CMYK RGB HEX#
5/100/90/0 220/40/45 DF282D
PA N T O N E CMYK RGB HE X#
PA N T O N E CMYK RGB HE X#
254
U
55/100/10/0 140/40/130 8B2783
376
U
50/0/100/0 135/200/65 87C540
PA N T O N E CMYK RGB HEX#
PA N T O N E CMYK RGB HEX#
136
U
0/25/80/0 255/195/80 FEC34F
213
U
0/95/20/0 240/45/120 EE2B7B
668
U
85/85/0/0 70/75/160 45499E
memphis light
A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
memphis medium
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrst uvwxyz1234567890!@#$%^&*()
memphis bold
avenir 35 light
A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
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avenir 55 roman
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*() avenir 65 medium
typography
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ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
that’s not my type. The Teen Spirit logo relies heavily on type to create a feeling. The typeface used in the logo is Avenir. Avenir is a geometric sans-serif typeface designed by Adrian Frutiger in 1988. This typeface should compose all body copy and is never to be used for titles. All titles should be composed in Memphis. Memphis is a slab serif typeface named after the capital of ancient Egypt. It was created by Rudolf Wolf and released in 1930. These two typefaces have been carefully selected to compliment each other and strengthen the Teen Spirit brand. Always use these typefaces in combination with each other and never subsitute different typefaces.
don’t put us in a box. Teen Spirit isn’t just a deodorant. We go way beyond that. Extensions help us ways we could go and things we could become. From teen
teen spirit brand book
camps to supporting youth activities, Teen Spirit can go above and
extensions
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beyond what anyone ever thought capable. Reference the following pages of inspiration when working with the Teen Spirit Brand. We are capable of amazing things and never limit yourself in imagination.
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Teen Spirit is interested in supporting educational and beneficial youth activities. We see ourselves supporting and endorsing programs that
extensions
encourage teens better themselves and push themselves to succeed.
Teen Spirit wants to enrich teens through group activities, including summer camps and day programs. The more teens learn to interact with each other, the better prepared they are to take on the world.
teen spirit s ta ndard s ma nual Kristen Haff • Academy Art University • SF, CA I d e ntit y 1
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H u nte r W i m m e r
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Fall of 20 0 8
Neenah Classic Crest Cover Arctic White