Brand Identity
Brand Identity Guide
Book Design Calvin K Carter calvinkcarter.com
INDEX 1.0 Foundation 1.1 Company Profile 1.2 Target Audience 1.3 Products/Services
5.0 Environmental Space 01 03 07
5.1 Envirnmental Space 5.2 Storefront 5.3 Floor Plan & Interior
65 67 69
2.0 Identity
6.0 Application
2.1 Identity 13 2.2 Tagline 15 2.3 Primary Mark 16 2.4 Symbol 17 2.5 Secondary Mark 18 2.6 Tertiary Mark 19 2.7 Display Mark Usage 20 2.8 Clear Space 23 2.9 Sizing Restrictions 25 2.10 Mark Treatment 27 2.11 Color Management 29
6.1 Avatar 77 6.2 Catalog Brochure 79 6.3 Product Tag 85 6.4 Product Packaging 89 6.5 Gift Card 91 6.6 Other Products 93 6.7 Shipping Bag 95 6.8 Environmental Advertisement 97 6.9 Magazine Advertisement 99 6.10 Website Experience 101 6.11 Mobile Device 113
2.12 Unacceptable Colors 2.13 Unacceptable Treatments 2.14 File Naming System
7.0 Development Process
33 35 37
3.0 Typography 3.1 Primary Typeface
42
4.0 Stationery System 4.1 Letterhead 4.2 Envelope 4.3 Business Card 4.4 Packaging Label
53 55 57 59
7.1 Research 7.2 Naming Strategy 7.3 Mood Board 7.4 Mark Development 7.5 Application Development
120 121 122 123 124
REAL CHARACTER REAL STYLE Finding our identity in our clients.
ALLEZ COMPANY PROFILE
2.3
The only “Tie & Scarf ” shop that specializes in the
because anyone who’s looking for specific ties and
collection of fresh and new styles for the fashion
a scarf have to travel to multiple stores to find the
savvy young professionals who reside in the Chicago
raight tie or scarf due to the most stores or shops
area who want to look their best and stand out in an
having only a limited or small variety to choose from
era blooming in independence and uniqueness.
and women “Ties & Scarves”. “Ties & Scarves” will be up-to-date, fresh, and will collaborate with
Who am I not? The shop is not a tailor, JC Pennys,
the uniqueness of our customers’ style. Who am
or a version of the GAP, Banana Republic, Forever
I not? The shop is not a tailor, JC Pennys, or a
21, or Express clothing Co. The shop is not a store
version of the GAP, Banana Republic, Forever 21, or
with an arrangement young professionals who
Express clothing Co. The shop is not a store with an
reside yeah thae is so true how she slooofsa and i
arrangement young professionals who reside yeah.
of hip styled clothing but a shop with The shop positioning its self to be fashion conscious and up-to-date on the fashion fads and trends circling an ever changing fashion world. Being fashion conscious ad aware, I plan to provide an array of styles in men and women “Ties & Scarves”. The “Ties & Scarves” will be up-to-date, fresh. Having a “Ties & Scarf ” specific shop matters
ALLEZ: COMPANY PROFILE 1.1 Fashion conscious and keeping pace with the
The majority of Allez’s selections will be
latest trends, Allez positions itself to provide
unisex with selected gender-specific styles,
an array of styles in men’s and women’s “Ties
further ensuring the customers’ personalization
& Scarves.” The ornamental accessories found
of their look–they will find very few fashion
at Allez will collaboratively compliment the
boundaries at Allez. The selection of ties offered
unique style of its clientele.
will vary in styles and colors, ranging from thick to skinny and in a variety of colors and patterns.
Allez acknowledges that fashion and personal
Allez customers should expect to find the same
appearance are key as individuals create their
level of variety in scarves–knitted, thick, thin,
identity. Style is person-specific–he has his
silk-spun, hand-woven–and also available in
own style; she has her own character; you have
a wide range of colors and patterns. To help them
your own personality–the only thing similar
make sense of the selections, Allez will provide
is that all three of these will be different from
in-store fashion specialists (sales associates),
person-to-person. Allez aims to help its clientele
the opportunity to learn new ways to knot ties
solidify this truth in their own lives by acting
or scarves, and fashion literature and magazines.
as one thing: a source–of fashion, trends, style and a uniqueness they can make their own. This shop meets the need of those who would travel from store-to-store, searching for the “perfect” tie or scarf to finish their look; gone are the days of feeling frustrated by the inadequate selection of ties and scarves general fashion shops carry–Allez offers a one-stop solution with a cosmopolitan feel.
ALLEZ Identity System
1
TARGET AUDIENCE
1.2
Allez’s target market is comprised of fashion-conscious, young professionals in the Chicago area, ranging in age from their early 20’s to the late 30’s. More and more, higher age brackets are tapping into the fashion scene; for this reason, Allez will also target Chicago business professionals in their mid to late 40’s who have a vested interest in their look, making them its secondary audience.
2|3
FOLLOW YOUR COMPASS
PRODUCTS & SERVICES
1.3
The shop will offer an assortment of tie
Stocked with experts knowledgeable
and scarf styles to finalize the look of
in the fashion realm, Allez will help its
any outfit in accordance with the unique
patrons combine style with know-how.
look and taste of Allez’s clientele. With
“Style by Appointment,” an hour-long
the wide variety of sizes, colors, patterns,
personal session with a fashion professional,
textures and weights of ties and scarves,
will be offered specifically to work out
Allez customers will never feel hampered
a customer’s style, and to discuss the
by the boundaries of their city when it
logistics of finishing it and wrapping
comes to the variety they can find in it
up their style.
by visiting this shop.
6|7
IDENTITY 2.0 Identity 2.1 Identity 13 2.2 Tagline 15 2.3 Primary Mark 16 2.4 Symbol 17 2.5 Secondary Mark 18 2.6 Tertiary Mark 19 2.7 Display Mark Usage 20 2.8 Clear Space 23 2.9 Sizing Restrictions 25 2.10 Mark Treatment 27 2.11 Color Management 29 2.12 Unacceptable Colors 33 2.13 Unacceptable Treatments 35 2.14 File Naming System 37
IDENTITY
2.1
Allez is French for “(to) go” or “movement.”
To allow the character of our patrons and the character of the products to create the atmosphere
Allez’s clientele makes their home in the city of
of Allez, the shop utilizes black, grey, and white
Chicago, a fast-paced, on-the-go, cultured, refined,
in its mark system and interior décor. This allows
dynamic location where those who reside there take
the color of its products, fashion specialists, and
on their city’s characteristics. Hence, the word “allez”
customers to add depth and color to the brand.
was chosen because it best captures the essence of both the city and its people, literally and figuratively. The word is French, subtly alluding to European culture and their appreciation of fashion and all things refined as it simultaneously, through direct translation, places an emphasis on movement and trending. The name of the shop connects the attributes of high fashion and the meaning of movement–both of which are important to our clientele.
ALLEZ Identity System
12 | 13
TAGLINE
2.2
REAL CHARACTER REAL STYLE One
This tagline is intended to communicate the idea that style
comes from within an individual – her developed character, her unique personality.
SOMETIMES, IT IS ABOUT YOU. Two
This tagline is intended to enforce the idea of “you” at the core and the importance of letting it shine through the surface-level appearance – what drives you? What directs you? Ultimately style is about you – your life, your look.
FOLLOW YOUR COMPASS Three
This tagline communicates that style comes from “you” and how “you” choose to express yourself.
ALLEZ Identity System
14 | 15
PRIMARY MARK & SIGNATURE 2.3 The typeface used in the signature is reminiscent of the serif font most seen in the fashion realm: “Didot HTF”. To raise the shop to the standard of other high-end fashion companies and brands like HUGO BOSS, Louis Vuitton, and Ralph Lauren, Allez uses a clean and simple logo that feels sophisticated and communicates its purpose and product. The use of a simple and clean logo that is also mature and business-oriented is ideal because it meets the standard utilized in almost every successful fashion brand. Doing so positions Allez to compete with the surrounding fashion stores on the streets of Chicago. Although its foreign name is intentional and purposeful, a shop description (“Ties and Scarves”) is located at the bottom to communicate to an American audience.
SYMBOL
2.4
Allez’s icon is a mid 15-century Roman/French version of a Sphinx. Sphinxes were considered guardians and were placed at the entrance of a special or important place or location. Because Allez is a shop specializing in providing ties and scarves, the sphinx was incorporated into the brand identity. Allez is special – there is no other like it; its contents are specials; those who visit the shop are special, therefore, two sphinxes guarding it becomes very appropriate. To enforce the product line of the shop, each sphinx is clothed in either a scarf or a tie. The illustration’s letterpress style makes it appear classic and well established, which brings a level of sophistication and high fashion that is received by Allez’s audiences. As a whole, the icon is meant to enforce the characteristics of European class.
16 | 17
SECONDARY MARK
2.5
Combining the primary logo with the icon results in Allez’s secondary mark. The secondary mark is used when the icon is accompanied with the primary logo.
TERTIARY MARK
2.6
The Tertiary mark is limited only when the application configuration requires a vertical format.
18 | 19
DISPLAY MARK
2.7
The display mark is applied to Allez as a seal; it is limited to applications that require an official seal application. For instance, the Display mark is used in the Allez Stationary system and gift card application.
20 | 21
X= Height of Mark Y= Clearance Space (1/4 of height X)
Y
X
Y
Y
Y 01. Primary Mark & Signature
Y
X
Y
Y
Y
02. Symbol
CLEAR SPACE
2.8
In general, maintain a minimum distance (one-half the height of the symbol) between any part of the mark, any other elements appearing with it, and the edge of the page. The preferred horizontal distance between the mark and any other element is the width of the symbol.
Y
Y
X
Y
Y 03. Seconday Mark
Y
Y
Y
X
Y 03. Tertiary Mark
Y
Y
Y
X
Y 03. Display Mark 22 | 23
1.25”
01. Primary Mark & Signature
1.375”
02. Symbol
SIZING RESTRICTIONS
2.9
The minimum size specifications shown above and to the right have been established to ensure legibility of the mark.
1.3125”
03. Seconday Mark
1.50”
04. Tertiary Mark
1.9375”
05. Display Mark 24 | 25
01. Symbol
02. Seconday Mark
03. Tertiary Mark
04. Display Mark
Background at 95% of Black*
MARK TREATMENT
2.10
The treatment of Allez’s marks are as shown here. When in application, and appropriate, the symbol will have a darker tint and the signature will be reversed out (white). When the background is 100% color, the symbol will be applied with a varnish to give a highlighted effect to the mark. This application treatment gives class and sophistication to the brand.
ALLEZ Identity System
26 | 27
Invert
Black & White (15% Black)
Color
Black & White (15% Black)
Color
COLOR MANAGEMENT
Invert
2.11
Allez’s color scheme is an important factor in the identity of the brand. In the mark system, the lighter color of the blue and the gray in the symbol are used to add sophistication to the mark. The symbol in the marks are set in a subdued tone to allow the signature to catch the eye and be read first; this also created a level of hierarchy within the mark’s appearance–the symbol is there, but subtle. The inverted mark is to be used minimally. The Allez senior graphic designer must approve inverted or reversed out marks in application.
29 | 29 28
Primary Colors
Secondary Colors
Process 21 Cyan 09 Magenta 0 Yellow 0 Black
RGB 202 209 231
Process 00 Cyan 33 Magenta 75 Yellow 00 Black
RGB 238 175 48
Pantone 2706
Hex
Pantone
Hex
CA D1 E7
143
EE AF 30
Process 03 Cyan 02 Magenta 04 Yellow 05 Black
RGB 224 225 221
Process 94 Cyan 00 Magenta 11 Yellow 00 Black
RGB 000 143 208
Pantone
Hex
Pantone
Hex
Cool Gray 1
E0 E1 DD
312
00 AD D0
Process 48 Cyan 36 Magenta 24 Yellow 66 Black
RGB 077 079 083
Process 00 Cyan 96 Magenta 90 Yellow 02 Black
RGB 202 032 044
Pantone
Hex
Pantone
Hex
Cool Gray 11
4D 4F 53
1795
CD 20 2C
COLOR MANAGEMENT
Red Green Blue
Red Green Blue
Red Green Blue
Red Green Blue
Red Green Blue
Red Green Blue
continued
The Primary color scheme is mainly utilized in print application. The color choice is meant to allude to a level of classiness and sophistication. The secondary colors are used mainly in the web and mobile applications. Because the web and mobile applications interface utilizes black as its main color, the secondary colors are used to give interest to the content.
ALLEZ Identity System
30 | 31
UNACCEPTABLE COLOR TREATMENTS 2.12 The examples above show the Allez identity in unacceptable color treatments; this list is not exhaustive. In general, do not reproduce the mark over patterns, strong or contrasting photography, or colors where the contrast is too low. The colors of the individual parts of the mark should under no circumstances be changed outside of the colors specified in section 2.10.
ALLEZ Identity System
32 | 33
01. Primary Mark & Signature
02. Symbol
03. Seconday Mark
04. Tertiary Mark
05. Display Mark
UNACCEPTABLE MARK TREATMENTS 2.13 The examples above show the Allez identity in configurations that are unacceptable; this list is not exhaustive. In general, do not alter the mark in any way—stretching, twisting, rotating, substituting typefaces, or positioning the identity’s elements or parts in various positions is absolutely unacceptable. Use only approved versions as shown in sections 2.2, 2.3, 2.4, 2.5, and 2.6.
ALLEZ Identity System
34 | 35
FILE NAMING SYSTEM
2.14
Primary Mark & Signature
Color
Key/Meanings
Mark_PrimK.eps
1 Color
Mark: Mark/logo
Mark_PrimTT.eps
1 Color
Prim: Primary
Mark_PrimV.eps
-
Sym: Symbol
Symbol
Color
Mark_SymB_P.eps
1 Color
Mark_SymB_4C.eps
4 Color
Mark_SymCG_P.eps
1 Color
Mark_SymCG_4C.eps
4 Color
Mark_SymMT.eps
1 Color
B: Blue
Mark_SymK.eps
1 Color
TT: Tent
Mark_SymV.eps
-
CG: Cool Gray
Secondary Mark
Color
K: Black/White
Mark_SecB_P.eps
1 Color
V: Inverted
Mark_SecB_4C.eps
4 Color
Mark_SecCG.eps
1 Color
Mark_SecCG.eps
4 Color
Mark_SecMT.eps
1 Color
Mark_SecK.eps
1 Color
Mark_SecV.eps
-
Tertiary Mark
Color
Mark_TertB_P.eps
1 Color
Mark_TertB_4C.eps
4 Color
Mark_TertCG_P.eps
1 Color
Mark_TertCG_4C.eps
4 Color
Mark_TertMT.eps
1 Color
Mark_TertK.eps
1 Color
Mark_TertV.eps
-
Display Mark
Color
Mark_DispB_P.eps
1 Color
Mark_DispB_4C.eps
4 Color
Mark_DispCG_P.eps
1 Color
Mark_DispCG_4C.eps
4 Color
Mark_DispMT.eps
1 Color
Mark_DispK.eps
1 Color
Mark_DispV.eps
-
Sec: Secondary Tert: Tertiary Disp: Display P: Pantone 4C: 4 Color
MT: Mark Treatment
ALLEZ Identity System
Blue
Cool Gray
Color Specifications (2.10)
Mark_PrimB_4C.eps Name
Specification
Color Specification
36 | 37
TYPOGRAPHY 3.0 Typography 3.1 Primary Typeface
42
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Didot HTF 42 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Didot HTF 42 Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Italic
TYPE STRATEGY
3.1
Shown above are the typefaces that have been chosen to accommodate Allez’s identity, and should be used in all applications and facets. Body copy and text should be set in Frutiger 45 Light 9pt. over 14 leading, tracking 20, and space after set at 0.125”. Headers should be set in Frutigar 65 Bold 12pt.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 46 Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 55 Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 56 Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 65 Bold
ALLEZ Identity System
42 | 43
STATIONERY SYSTEM 4.0 Stationery System 4.1 Letterhead 4.2 Envelope 4.3 Business Card 4.4 Packaging Label
53 55 57 59
ENVELOPE FEATURE Allez’s envelope when opens gives the viewer a sneak peak to Allez’s Display mark. When letter is pulled from the envelope, they will see the seal of Allez; the Display mark.
01. Letterhead
Not shown to scale*
02. Envelope
03. Business Card
3p0
15p0
Mark width 8p3
5p8
14p0
63p0
LETTERHEAD
4.1
Size
Color
8 1/2” x 11”
ALLEZ Mark: 100% Black
Typography
Signature and all other
Frutiger 45 Light 9pt. over 14,
typography: 100% Black
Tracking 20, Space after 0.125”
Paper Stock
Allez Address: Frutiger 45
Mohawk Via Satin Pure
Light 6.5pt/7.8, Tracking 20,
White 80# Text
Space after 0.0625”
File Used Mark_PrimK.eps
Rotated view*
2p8 Fron the top 25p6 Centered
Mark height 17p1
LETTERHEAD BACK Size
Paper Stock
8 1/2” x 11”
Mohawk Via Satin Pure
Typography None
White 80# Text File Used Mark_DispMT.eps
Color ALLEZ Mark: 100% Black Background: Black at 95%
52 | 53
1p6
1p6
ENVELOPE
4.2
Size
Paper Stock
#9 Commercial: 8 7/8” x 3 7/8”
Mohawk Options Smooth
Typography Frutiger 45 Light 7pt. over 8.4, Tracking 20 Color Address: 100% Black
Chystal White 70# Text File Used None
14p7
20p0
Mark width 12p7
ENVELOPE BACK Size
Paper Stock
#9 Commercial: 8 7/8” x 3 7/8”
Mohawk Options Smooth
Typography None
Chystal White 70# Text File Used Mark_PrimV.eps
Color Background: Black at 95%
54 | 55
8p5
1p6
BUSINESS CARD
4.3
Size 3 3/8”x 2” Typography
Color Name: 100% Black Remaining Text: 50% Black
Name: Frutiger 65 Bold 7.5pt. over 10, Tracking 30 Remaining: Frutiger 45 Light 7.5pt. over 10, Tracking 30
Paper Stock Option Smooth Chystal White 130# DTC File Used None
Centered & aligned at the top
Mark width 18p9
BUSINESS CARD BACK Size 3 3/8”x 2” Typography None Color
Paper Stock Option Smooth Chystal White 130# DTC File Used Mark_DispMT.eps
ALLEZ Mark: 100% Black Background: Black at 80%
56 | 57
ALLEZ COMPANY PROFILE
2.3
The only “Tie & Scarf ” shop that specializes in the
because anyone who’s looking for specific ties and
collection of fresh and new styles for the fashion
a scarf have to travel to multiple stores to find the
savvy young professionals who reside in the Chicago
raight tie or scarf due to the most stores or shops
area who want to look their best and stand out in an
having only a limited or small variety to choose from
era blooming in independence and uniqueness.
and women “Ties & Scarves”. “Ties & Scarves” will be up-to-date, fresh, and will collaborate with
Who am I not? The shop is not a tailor, JC Pennys,
the uniqueness of our customers’ style. Who am
or a version of the GAP, Banana Republic, Forever
I not? The shop is not a tailor, JC Pennys, or a
21, or Express clothing Co. The shop is not a store
version of the GAP, Banana Republic, Forever 21, or
with an arrangement young professionals who
Express clothing Co. The shop is not a store with an
reside yeah thae is so true how she slooofsa and i
arrangement young professionals who reside yeah.
of hip styled clothing but a shop with The shop positioning its self to be fashion conscious and up-to-date on the fashion fads and trends circling an ever changing fashion world. Being fashion conscious ad aware, I plan to provide an array of styles in men and women “Ties & Scarves”. The “Ties & Scarves” will be up-to-date, fresh. Having a “Ties & Scarf ” specific shop matters
3p0
3p9
10p2
19p7
3p0 6p5
11p7 15p8 19p7 23p6
Not shown to scale*
SHIPPING LABLE
4.4
Size
Color
6 1/2” x 5 1/2”
All: 100% Black
Typography
Paper Stock
Frutiger 55 Roman 8pt.
Mohawk Superfine Labels
over 10, Tracking 20
Soft White Smooth 60# Text
Allez Address: Frutiger 55
File Used
Roman 6pt. over 7, Tracking 20
Mark_PrimK.eps
Allez Website: (Allez) Frutiger 65 Bold, (Collection) Frutiger 45 Light 8pt. over 10, Tracking 50
58 | 59
ENVIRONMENTAL SPACE 5.0 Environmental Space 5.1 Environmental Space 5.2 Storefront 5.3 Floor Plan & Interior
65 67 69
62 | 63
ALLEZ COMPANY PROFILE
2.3
The only “Tie & Scarf ” shop that specializes in the
because anyone who’s looking for specific ties and
collection of fresh and new styles for the fashion
a scarf have to travel to multiple stores to find the
savvy young professionals who reside in the Chicago
raight tie or scarf due to the most stores or shops
area who want to look their best and stand out in an
having only a limited or small variety to choose from
era blooming in independence and uniqueness.
and women “Ties & Scarves”. “Ties & Scarves” will be up-to-date, fresh, and will collaborate with
Who am I not? The shop is not a tailor, JC Pennys,
the uniqueness of our customers’ style. Who am
or a version of the GAP, Banana Republic, Forever
I not? The shop is not a tailor, JC Pennys, or a
21, or Express clothing Co. The shop is not a store
version of the GAP, Banana Republic, Forever 21, or
with an arrangement young professionals who
Express clothing Co. The shop is not a store with an
reside yeah thae is so true how she slooofsa and i
arrangement young professionals who reside yeah.
of hip styled clothing but a shop with The shop positioning its self to be fashion conscious and up-to-date on the fashion fads and trends circling an ever changing fashion world. Being fashion conscious ad aware, I plan to provide an array of styles in men and women “Ties & Scarves”. The “Ties & Scarves” will be up-to-date, fresh. Having a “Ties & Scarf ” specific shop matters
ENVIRONMENTAL SPACE
5.1
European culture greatly influences fashion and its directions in other parts of the world. Allez will take advantage of this presence by giving the shop’s atmosphere a European feel and atmosphere through the use of white and black with a selected color palette. The shop floor will be open with plenty of room to walk around, enforcing a sharp, modern and well-designed space that will create a worthwhile experience. The sales associates at Allez will assist customers with selecting products that best fit their style and compliment their outfits. The interactive experience they receive will ensure a pleasant encounter, a positive review to a friend, and most of all, a return visit.
ALLEZ Identity System
64 | 65
STOREFRONT STRATEGY
5.2
To connect with the life of the city, the Allez’s
To the right of the doors is a display – a large,
storefront will have large windows illuminated
illuminated sign of a model wearing a product
with colored lights. The architectural style of
along with the Allez logo. This display is simple
the storefront is Bauhaus in style, utilizing large
and clean; uncluttered, but intentionally drawing
bay windows and black trim. This combination
attention to the model and to the product s/he
sets up a modern feel for both Allez and those
is wearing.
whovisit the shop. The purpose of the illuminated display is to The first thing the customer sees when
draw attention and awareness to the building,
approaching Allez is the “Primary Mark” and
and to help passerby’s identify the shop as Allez.
sphinxes, which will be etched into the glass doors of the storefront. Sphinxes are etched into the glass to connect the idea of guardians protecting something treasured. When the doors are opened, the customers are parting the sphinxes and entering a space where they gain access to that treasure. Additionally, the sphinxes on the doors reinforce the symbol with Allez.
ALLEZ Identity System
66 | 67
100’
Walls or counters People Couches Mirrors Display Cases Check out Back room Open space Store Front Display
5 5’
5, 500 sq f t
FLOOR PLAN & INTERIOR
5.3
The interior of the store will work to
The products and the people inside the store
compliment the European feel that the Bauhaus
(customers and fashion specialist/sale reps) will
storefront carries. Allez utilizes white and black
add the color to the store atmosphere. The black
along with the color palette from its products to
leather coaches located in various spots will be for
establish an easy, calming atmosphere. In accordance
clients to recline on or they will act as areas where
with the Bauhaus style, the interior will be white
fashion specialist can talk to Allez clients. The
with black trim. The space in general will be open
check out is centrally located in the middle of
with plenty of room to walk around in, enforcing
the store.
a sharp, modern and well-designed space that will result in a good overall experience. The ceiling of
Posters will also be displayed on the walls and
the building will be set high to enforce the feeling
will feature individuals modeling products from
of nice open spaces, which also connects with
the current seasonal collection. The spin Allez
the Bauhaus style of architecture.
will have is that the models are all real clients. Posters are of real people because Allez is about
Once an Allez customer enters the store, they will be
real character—real style.
greeted with a warm hello from one of Allez’s fashion specialists. As s/he continues into the store, s/he walks past a sharp stylish couch, classy light fixtures hanging from the ceiling and human sized mirrors on almost every wall. There are cases in various locations that house jewelry and other Allez products. The casing the ties and scarves are displayed on is inset into the walls and surrounded with lights. Below the products inset into the walls are compartments where products ready for customer purchase will sit; these drawers are flat and flush to the wall. The drawers open with a soft push which sends them popping out, allowing the sales associate to gather the product for the customer.
ALLEZ Identity System
68 | 69
01. Allez has six check-out stations. Check-out counter exterior resembles the Bauhaus style black and white square structure.
02. The casing the ties and scarves are displayed on is inset into the walls and surrounded with lights along with human size mirrors placed conveniently around the store.
APPLICATION 6.0 Application 6.1 Avatar 77 6.2 Catalog Brochure 79 6.3 Product Tag 85 6.4 Product Packaging 89 6.5 Gift Card 91 6.6 Other Products 93 6.7 Shipping Bag 95 6.8 Environmental Advertisement 97 6.9 Magazine Advertisement 99 6.10 Website Experience 101 6.11 Mobile Device 113
74 | 75
00:01 (seconds)
00:03 (seconds)
00:05 (seconds)
00:07 (seconds)
00:10 (seconds)
AVATAR
6.1
The Avatar will appear when the brand is shown
The symbol will become more visible 2-3 seconds
on commercials or other similar electronic applications
later growing in size and aligning itself behind the
where animation can be used within the mark. The
signature placement of the display mark. Once the
Avatar includes the Display mark that animates
display mark is in place and fully assembled, the
within a ten-second time span.
mark will remain static on the screen for 3 seconds, unless the avatar is also static in which case, the
The Allez signature will appear within the first
signature will remain in place.
4-5 seconds, the symbol will appear behind the signature, but smaller in scale.
ALLEZ Identity System
76 | 77
CATALOG BROCHURE
6.2
Via information gathered from the website, Allez
In-store photo shoots would act as events that
is able to send clients catalogs with updates on its
would impact promotional materials and catalogs.
newest collections.
These photo shoots would capture our customer’s personalities and expressions while increasing
A special online service will enable and encourage
traffic in the store and continuing to increase
Allez clientele to upload photos of themselves
brand loyalty.
modeling products purchased from the shop; these photos will feature the application of their vision and Allez’s products. When new collections are produced, products will be shipped early to a list of active clients (online activity and involvement will drive the selection) who will be given the option to take photos with these special products that show off their own style and personality – their location, their camera and technique, and their look. This technique will ideally build brand loyalty by building personal brand identity in Allez.
ALLEZ Identity System
78 | 79
01. Outside cover
02. First inside spread
Not shown to scale*
03. Inside product view page
04. Back spread
ALLEZ Identity System
82 | 83
Not shown to scale*
Not shown to scale*
PACKAGING LABLE & PRODUCT TAG 6.3 Simple in design so as not to distract form the characteristics of the products, the Allez label is black so it blends in with the color of the packaging.
ALLEZ Identity System
84 | 85
0.25”
1.25” Not shown to scale*
CLOTHING TAG Classic, subtle and not meants to distract from the character of the products, the Allez tag is used in three differnet colors to accommodate any product color or pattern it’s attached to.
ALLEZ Identity System
86 | 87
Not shown to scale*
13.00”
9.00”
3.00”
Scarf Packaging
Tie Packaging
PRODUCT PACKAGING
6.4
In accordance to the clean feel already established, the Allez product packaging is simple and void of color, allowing the product – and the personality of the client – to peek through the cintainer.
ALLEZ Identity System
88 | 89
Not shown to scale*
FOLLOW YOUR COMPASS ALLEZCOLLECTION.COM
GIFT CARD
01. Gift Card Envelope
GIFT CARD
02. Gift Card
6.5
The simple design of the card allows the Display Mark to be seen. The use of the tagline “Follow Your Compass” is intended to enforce the idea of making purchases that are “you-centered”; it urges Allez’s patrons to look inside and find what feels right and then to go to the store and find the tie or scarf that compliments what they found.
ALLEZ Identity System
90 | 91
OTHER PRODUCTS
6.6
The other items Allez offers in addition to ties and scarves are intended to help maintain the brand; these products do not drive Allez’s sales or the company, but they act as extra pieces that help its clientele express themselves as they finalize their style.
ALLEZ Identity System
92 | 93
C H I C A G O
SHOPPING BAG
6.7
Consistent with the brand and its other packaging,
packaging will radiate from the black interior.
shopping bags are simple in design. The Primary
This enforces the idea that the only thing that
Mark is located in the bottom with the location
matters in the entirety of the whole thing is the
“Chicago” in the center.
Allez customer’s product choices and the personality that drove s/he to make it.
Allez’s bags are white to take advantage of the contrast that white bags create against the backdrop of the rest of the world. White bags are also very noticeable from both near and afar. The white and black bags tie back into the identity of Allez; additionally, when a product is placed in the bag, the color showing through the window in the
ALLEZ Identity System
94 | 95
ENVIRONMENTAL ADVERTISEMENT 6.8 The billboard formats of Allez’s advertisements will be “wallscapes” with advertising signs measuring approximately 60’ x 100’. The ads will showcase personal style, drawing on the same candid style of the photos Allez’s clients submit to its online community. This idea of candidness draws in the third tagline, “Sometimes It Is About You.” These wallscapes will hang on the sides of buildings and other structures at varying locations, creating brand exposure and raising awareness.
ALLEZ Identity System
96 | 97
MAGAZINE ADVERTISEMENT
6.9
Allez advertisements will be found in magazines that provide definitive coverage of today’s style and culture. The goal of advertising in such magazines as GQ, Details, ELLE, Harper’s Bazaar, and Vogue would be to reach our target audience and promote traffic to our website.
ALLEZ Identity System
98 | 99
WEBSITE EXPERIENCE
6.10
The goal behind the Allez online experience is
Here, Allez clients are able to read about
to combine the shopping and online community
specialists’ references, likes, and fashion tastes.
structures together. Allez clients are able to browse
Clients would also have the ability to book a
and view items for purchase while engaging in
“Style by Appointment” session with a particular
a forum-style fashion experience. This forum is
stylist from this section of the site.
called “myCulture,” and gives site visitors access to a feature call “Looks,” a community dedicated to
The “Appointments” section is the “Style by
fashion inspiration from real people to real people.
Appointment” section where patrons can book an appointment with a stylist to discuss their
Allez clients also have the opportunity to not only
personal style and the ways it can be refined.
shop on the site but to also view independent designer collections, to read up on Allez designers,
The “Blog” will have updates to the site,
stay up-to-date on the latest fashion trends, read
including what in-house designers are doing.
about in-store Allez fashion specialists, view the blog, and access myCulture. This would meet the need of Allez’s customers who are always looking for the latest news on style and trends. The “Stylist” section also houses information about
“myAllez” is the location where clients can sign in and access all their account information and settings that control their Allez online experience. Clients can also access their “myCulture” from this section.
Allez’s in-store fashion specialists and professionals.
ALLEZ Identity System
100 | 101
SHOP Ties New Arrivals Stripped Solid Patterned Skinny XT Long Knit Color
DESIGNER COLLECTIONS Alphabetical Order Profile Product View
TRENDS
STYLISTS
2011 Season
List of Stylist
Ties
Stylist Profile Information Name References Personal style Fav. Designer Fav. Brands Fav. Color Hobbies Music Movies
Scarves
Popular Scarves New Arrivals Long Loop Square Pashminas Seasonal Color
Color Trends
Style by Appointment
Accessories
Accessories Fragrances Belts Tie Clips Brooch Jewelry Wallets Sunglasses Other
The Closet Sale items
PAGE
WEBSITE: SITE MAP
Main Navigation Navigation Path
The site map outlines the flow of the website.
Navigation Path
The top blue headers are the main pages of the website and can be navigated to from any location of the site.
Page
Website Page
STYLE BY APPOINTMENT
KNOWLEDGE (BLOG)
myALLEZ
Appointment Maker
Blog
Acct. Settings
Pick Stylist Date Time Your Name Gender Contact Info * Interactive Interface
Running Blog which includes: • News • New designs • Photos • Trends • Allez Updates
Looks Items on hold
Purchase history
Select from below: • Tie/Scarf • Kind • Color
* New updates with Allez and its community
Bag
myLooks
myCulture
Post a Look
myFav. Looks
PRODUCT VIEW
SHOPPING BAG
CHECK OUT
Product view
Your Bag
Sign in
Items
Shipping Info
Product Details
Payment Info
Product Name Style Number Product Info Designer View/Zoom Colors Quantity Size Price Add to Bag Save Facebook Like Store Availability
myCULTURE
Total Cost
Top Looks
Promotions
Check Out
Summary
Continue Shopping
Place Order
In-Store Availability 102 | 103
HOME PAGE & NAVIGATION Allez’s site design is meant to be clean and simple,
For simple navigation, AllezCollections.com uses
utilizing black in its structure in order to allow the
a drop-down menu format that allows viewers to
color of the products and photos to pop. A large
see and navigate to other sections of the site with
scrolling photo view is on the main home page and
ease. The style of the navigation is simple, clean,
will be used to inform the viewer of anything new
and more professional compared to a side-bar
at Allez. The scrolling photos will be set to rotate
style online navigation systems.
automatically or the viewer can jump to a particular slide by clicking on a thumbnail icon.
ALLEZ Identity System
104 | 105
MULTIPLE PRODUCT VIEW PAGE A photographic banner found underneath the navigation lines the top of the pages throughout Allez’s site, with the exceptions of the product view or “Style by Appointment” page.The header and page indicators are the same typeface used in the Allez logo, adding character to the page. Today, most ties and scarves are unisex with some styles that are gender-specific. So when browsing through the products, the user will have the option to refine their search to men, women, or all. To enhance the browsing experience, the user will view a number of products on one page and have the option to view more, loading more items with a click of a button while keeping the previous products loaded on the page.
ALLEZ Identity System
106 | 107
PRODUCT VIEW PAGE Once the user is on the product view page, they can review the information about the product s/he is interested in. This page will inform Allez clients of the designer, style name and description of the product. There’s a Facebook “Like” button located on the page, which will allow Allez clients to recommend the product by way of their Facebook Newsfeed. Located near the “Add to Bag” button is a “Check in-Store Availability” button which allows Allez clients to see if the item is in store, thus encouraging them to visit the shop if they are in the Chicago area.
ALLEZ Identity System
108 | 109
STYLE BY APPOINTMENT An ideal experience is one that you don’t have to think about too much – it’s something that just feels natural. The “Style by Appointment” Maker is designed to be simple and ensures a good experience inside the store and online. The interface will allow the user to view the schedule of the stylist they would like to meet and book an available time that fits in their schedule.
ALLEZ Identity System
110 | 111
LOOKS
STYLIST
myCULTURE
Look of the Day
Stylist Spinner
Looks
Vote
Select Category: •Style • Color Looks
Select views: • Tie/Scarf • Kind
• Kind
Select from below: • Tie/Scarf • Kind • Color
View Matches * Interactive Interface
• Color
myLooks
Option to add to Fav. List Post a Look
myFav. Looks
Top Looks
Look of the Day
MOBILE DEVICE APPLICATION 6.12 Allez offers a mobile device in order to access the same great content and features as the online site, but in a simpler interface. Allez clients are on the go and with the technology of smartphones; Allez believes it necessary to provide its clients with a mobile device application.
STYLE BY APPOINTMENT Appointment Maker Pick Stylist Date Time Your Name Gender Contact Info
myALLEZ
Acct. Settings
Bag
PRODUCT VIEW
SHOPPING BAG
CHECK OUT
Product view
Your Bag
Sign in
Items
Shipping Info
Product Details
Payment Info
Product Name Style Number Product Info Designer Colors Quantity Size Price Add to Bag Add Wishlist Store  Availability
Promotions
Total Cost
Check Out
Summary
Continue Shopping
Place Order
In-Store Availability
PAGE
Main Navigation Navigation Path Navigation Path
Page
Website Page
01. iPhone Icon
112 | 113
01. Loading Page A: Female
02. Loading Page B: Male
iPHONE APPLICATION The loading screen is simple and carries out the Allez identity: white logo on a grey and black background, establishing a clean sophisticated look. The loading screen will be specific to the user’s gender. Once they are logged in to “myAllez,” their gender will determine which loading screen will appear. By default, the Screen B (male) screen will appear.
ALLEZ Identity System
114 | 115
03. Home Screen
04. Look of the Day Loading Screen
HOME PAGE & FEATURES The look and interaction is similar to the Allez
This application further places the fashion
online experience with a sliding image to show off
decisions of Allez in the hands of its clientele.
styles. From the home screen, clients are able to
The tagline “Real Character. Real Style.” fits
access “Looks”, “Stylist”, “myCulture”, “Style by
perfect with this section.
Appointment”, and “myAllez.” The navigation on the bottom allows users to always access home, shop, favorites, search, and more options and features. Allez “Look of the Day” posts are pulled from users’ uploads and are voted on during the day. The winning looks are archived in the “Top Looks” section of the website. After a client casts his or her vote, s/he is shown the percentage of the votes cast for the day collectively for each look.
05. Stylist Spinner
06. Product View
STYLIST & PRODUCT VIEW The Allez “Stylist” Spinner is a virtual fashion
Once in the product view page, the Allez users
stylist that allows users to customize their product
can examine a product full screen on their device
search. The interface of the stylist allows the user
with all the normal navigation features of the full
to scroll through styles, colors and product choice
site, including adding the item to their “favorites”
(tie, scarf, or accessory), with their look highlighted
list and seeing detailed information with the tap
in the middle. The goal of the spinner is to allow
of a finger.
Allez clientele to refine their product search to what matches their outfit and look. The “View Matches” option allows the user to view what Allez suggests and offers based on their selections.
ALLEZ Identity System
116 | 117
PROCESS 7.0 Development Process 7.1 Research 7.2 Naming Strategy 7.3 Mood Board 7.4 Mark Development 7.5 Application Development
120 130 137 144 152
RESEARCH
7.1
Through a photo scouting mission, I researched specialty shops and captured detail that either helped brand a shop or help personalize a particulate shop. Even little details can help carry out a brand and help create an experience.
ALLEZ Identity System
121 | 121
ALLEZ Identity System
123 | 123
ALLEZ Identity System
125 | 125
NAMING STRATEGY
7.2
Through various techniques, I generated a number of names that led to the the creation of the now known company “Allez”. The goal behind the naming strategy was to to develop a name that would tie into the fashion scene, bring in some characteristics of my cliental, as well as communicate that the shop is a “Tie & Scarf ” Shop.
ALLEZ Identity System
131 | 131
133 | 133
135 | 135
MOOD BOARD
7.3
The goal behind creating a mood board was to gather images of objects, patterns and colors that communicated the feeling and atmosphere of the brand I was imagining for Allez. Alongside the mood board, I created a clientele mood board to assist and remind me of the whole purpose of Allez.
ALLEZ Identity System
137 | 137
ALLEZ Identity System
139 | 139
MARK DEVELOPMENT
7.2
The difficult thing about developing a mark for
Starting out, I incorporated the elements of ties
a company entering into the fashion sector is finding
and scarves into the mark, but in the end refrained
a way to create something that not only stands out
from incorporating graphical elements into the
from every other fashion related mark, but that
brand mark in order to align Allez with the qualities
also stayed true to the already established rules of
of higher-end fashion marks.
acceptable qualities. These qualities include staying simple, being straight to the point, and not applying any unnecessary elements.
145 | 145
147 | 147
ALLEZ
Ties & Scarves Collection
APPLICATION DEVELOPMENT
7.4
153 | 153
Brand Identity