Brand Book
Carmen Bechtel GR604 / The Nature of Identity
TABLE OF CONTENTS ●●●
B RAND STRATE GY History Competitors Repositioning Statement Brand Mission Brand Soul Audience Brand Grids Keywords
T HE LOGO Initial Sketches Tight Sketches Computer Roughs Color Testing Final Logo
B RAND STRATE GY Primary Logo Sizing Colors Misuses Typography Graphics Applications
B RAND E X TE NSI ONS Initial Ideas Mobile App Workshops Subscription Box
BRAND STRATEGY ●●●
H is t o ry C o m p et it o rs R e p o s it io n in g St at eme nt B r an d Mis s io n B r an d So u l A ud ien ce B r an d Grid s K e ywo rd s
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Wet Seal
Brand Book
BRAND HISTORY ●●●
Wet Seal established in late 1962 in California as a beachwear retailer. A new merchandising plan designed to attract a larger customer base, adding junior sportswear apparel items that brought mothers and daughters alike. As the company expanded their stores outside California, hardships followed and they have since struggled to keep up. They became a nationwide specialty retailer of low priced apparel for women operating under the “Contempo Casuals” and the “Wet Seal” and “Arden B.” chain banners. They have expanded to include a range of sizes and their age group as well, hoping to pick up customers from 10-50. Financial difficulty and dwindling customers have forced many stores to close.
Wet Seal
Brand Strategy ●●●
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THE TIMELINE ●●●
1990 The company goes public and expands to over 112 stores across five states.
1995 Neiman Marcus Group sells Contempo Casuals chain to Wet Seal.
1962
WS establishes as a beach retailer exclusively in CA.
1984 Canadian retail store chain Suzy Shier acquires WS.
1992 Business began to slip, and WS’s net income dropped almost a million.
Wet Seal
1996 WS launches outlets for unisex urban clothing and gains more stores.
Brand Strategy ●●●
1998 WS acquires stores from Britches Great Outdoors and Mothers Work Inc.
2005
The company announces the closure of over 150 Wet Seal stores.
2001
2004
Sales climb so WS purchases Zutopia stores from Gymboree.
Peter Whitford takes over as CEO, filing for bankruptcy rumors follow.
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Wet Seal
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THE COMPETITION ●●●
Direct
Ancillary
Wet Seal
Future
Brand Strategy ●●●
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Wet Seal
Brand Strategy ●●●
NEW BRAND ●●●
Repositioning Statement Wet Seal has always been about youthful style, but now we’re stepping it up to empower the women of today and the future. The company is expanding to include health and wellness products that reflect the natural and positive values that we see in our audience. Customers old and new can be confident in sharing their best selves with the world. This promotes healthy choices for the current and future generation of customers, be it mothers, daughters or all in-between. Wet Seal patrons range from teens to middle aged women who are seeking a strong, healthy path in life, and want to make informed decisions about their mind, body and soul.
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Wet Seal
Brand Mission
WET SEAL GIVES WOMEN OF ALL AGES THE ABILITY TO SHARE THE UNIQUE PARTS OF THEMSELVES– BODY, MIND, AND SOUL.
Wet Seal
Brand Strategy ●●●
Brand Soul
EMPOWERING YOUR MIND, BODY AND SOUL. ●●●
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Wet Seal
THE AUDIENCE ●●●
The Happy Teen 16 years old // $50 per week allowance High school student // Single Enjoys social media and hanging out with friends.
She loves to shop for clothes with her friends. She likes expressing herself through clothing, and enjoys making a statement at school through fashion. She’s very active with sports, and her parents have taught her the importance of making healthy choices. She likes to go with her mom to a yoga class when she’s not busy on the weekends.Sometimes she does feel a little stressed balancing school work, sports and her social life.
Wet Seal
Brand Strategy ●●●
The Nature Lover 38 years old // $48,000 per year income Elementary teacher // Married with children Loves participating in any outside activity.
She loves to do activities with her family every weekend. She also has two daughters in their early teens and she likes to show them healthy examples by living an active lifestyle. She loves to hike, bike, and do anything outside. She likes to host monthly get-togethers with her friends, and they all say she’s the life of the party.
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Wet Seal
The Avid Runner 22 years old // $38,000 per year income Waitress // Casually dating Enjoys running, fitness, and living a healthy lifestyle.
She was in cross country in high school and still tries to beat her best time. Her friends are very important to her, and she has a close knit circle. She likes to have balance in her life, so she makes sure that she has fun as much as she studies hard for her classes. She is studying health and wellness in class and likes to implement what she learns into her daily life.
Wet Seal
Brand Strategy â—?â—?â—?
The Best Dad 36 years old // $80,000 Bank Manager // Divorced, has a daughter Enjoys working on his car, golfing, and quality time with his daughter.
He has his 16 year old daughter most of the time and tries to be the best dad that he can. He often worries about his daughter at school, her friends, college, etc. He has a hard time shopping for his daughter and just lets her pick things that she wants for herself. He likes doing whatever makes his daughter happy, and wants the best for her.
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Wet Seal
The Photographer 25 years old // $40,000 per year income Photographer, PT Barista // In a long term relationship Enjoys jogging, date nights with her boyfriend and photography.
She is often seen jogging to and from work, and on her days off. She enjoys spending time on her hair and makeup before work and for date nights with her boyfriend. Photography is her passion, and she is trying to save up money to eventually start her own business. She loves her boyfriend very much but does like being independent both financially and emotionally.
Wet Seal
Brand Strategy â—?â—?â—?
The All-Organic Mom 30 years old // 90,000 per year income Business owner taking time off // Married with a new baby Enjoys gardening, yoga and quiet time with her family.
She is a first time mom and is unsure if she wants to go back to work any time soon, if at all. She loves being active when she has time to, and yoga is her go to. She loves being a mom, but she sometimes wishes that she could have more time to herself. She loves all things organic, and tries to make the healthiest meals she can for her family.
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BRAND GRID ●●●
The Old
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Brand Strategy ●●●
The New
Wet Seal Wet Seal
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THE KEYWORDS ●●●
Unique
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Bold
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Natural
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LOGO DEVELOPMENT ●●● In i t ial Sket ch es T ig h t Sket ch es C omp u t er R o u g h s C olo r Tes t in g F i n al L o g o
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EARLY SKETCHES ●●●
Semiotic Exploration
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Pictoral Marks
Logo Development ●●●
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Abstract Marks & Emblems
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Logo Development ●●●
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Combinations
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Keywords
Logo Development ●●●
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Characters
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Tight Sketches
Logo Development ●●●
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COMPUTER ROUGHS ●●●
Initial Roughs
Wet Seal
Logo Development ●●●
Emblem Refinement Out of all the ideas, the leaf like emblem fit the brand the best.
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Wet Seal
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Variations DIN Medium font // -10 tracking
L
Preferred Version
Wet Seal
Color Testing Green, gold, purple, and combinations.
Logo Development ●●●
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FINAL LOGO ●●●
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BRAND STANDARDS ●●●
Prim ary L o g o S i zin g C o lo rs M i s u s es Ty po g rap h y G rap h ics A pp licat io n s
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Wet Seal
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THE LOGO ●●●
Primary Logo The Wet Seal logo has been refined to represent the more upscale and natural qualities of the new brand. The main logo is the emblem.
Wordmark
Other Option: Using the emblem on its own is the only other logo approved for use.
Emblem
Wet Seal
Brand Standards ●●●
Sizing
x
x
x
x
0.4 in
2 in length
Clear Space: Based on a 2 inch logo, there should be a minimum of 0.4 inches of clear space around the outside edges.
0.4 in
For the emblem, the proportions of height and width are the same.
0.4 in
Minimum Size 60 pixels x 60 pixels
2 in width
0.4 in
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Wet Seal
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BRAND COLORS ●●●
Brand Colors The colors reflect the feminine but bold style of the brand. They are also the colors that the logo may be used in, but please note that the pink IS NOT used as a logo color in any case. These same guidelines apply to all approved logo versions.
RGB: 105 29 88 CMYK 60 100 35 24 HEX #681d58 PMS: 3583 C
RGB: 0 0 0 CMYK: 75 68 67 90 HEX #00000 PMS: Black 6 C
RGB: 199 143 156 CMYK: 22 49 26 0 HEX #b97283 PMS: 507 C
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Wet Seal
Brand Standards ●●●
Logo Colors & Backgrounds The primary logo may be used any of these ways on solid background colors. No other colored versions or combinations are permitted for use. The primary use of this logo is colored on pink or colored on white.
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Wet Seal
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IMPROPER USEAGE ●●●
Logo Misuses Here are some examples of improper logo use. Remember to always use the clear space rule and to never use below the minimum size.
DO NOT stretch or warp any of the logos.
DO NOT use unauthorized backgrounds or cut out the emblem.
DO NOT change logo format to one other than the acceptable uses.
Wet Seal
Brand Standards ●●●
DO NOT place the secondary logo on the pink background. It does not read as well.
#b97283
DO NOT place a purple colored logo on a black background. It does not read as well.
DO NOT change the color of the logo outside of permitted uses.
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Wet Seal
Brand Book
THE TYPOGRAPHY ●●●
Typeface Two typefaces in two different weights are used. DIN and DIN Medium are used for the headings and the logo, and Helvetica Neue and the bolded version are used for subheadings and body text.
Aa Aa Aa Aa DIN Medium DIN
Helvetica Neue Helvetica Neue Bold
DIN Headline Helvetica Neue Body copy
HEADLINE The company name Wet Seal should always be capitalized like this in body copy. Size is 11pts with +10 tracking and 14pt leading.
Wet Seal
Brand Standards ●●●
Display To distinguish our products, we work off our brand mission to “categorize” our new natural brand extensions. We like to give it a little extra boldness to stand out.
Glyph Tracking +100 Size:1/3 of type point
Aa
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The glyph is added to the beginning letter of only one word.
Display Example Heading DIN Medium and DIN Subheading Helvetica Neue Bold
Heading Example ●●●
BODY MIND SOUL ●●●
Rosewood Healing Oil Detoxifying essential oil mix for stress.
Description Helvetica Neue
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Wet Seal
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BRAND GRAPHICS ●●●
Florals The brand uses hand-drawn elements to accentuate the natural feel of the company. Floral-like graphics are used, but we steer away from any type of tropical theme.
Good Examples Always choose very simple, hand drawn florals for products, packaging and displays.
Weight of graphics may vary for interest but keep scaling the same.
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Rectangles The graphics don’t have to be literal examples of what’s in the product, but must tie in to the theme. Placement can change to fit different packaging sizes but remember to use the headings spacing rules.
You Can Highlight Titles
And descriptions with rectangles.
Positions May Change
To fit different packaging sizes.
Overlap elements similarily
And use white on colored backgrounds.
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Wet Seal
Brand Book
LOGO APPLICATIONS ●●●
Business System Our business system uses the brand colors and the full logo.
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Wet Seal
Apparel Tags The logo is viewed by the public primarily on things like store signs, delivery trucks, and customer take alongs like tags and shopping bags. These designs are clean and simple with high contrast and definition.
Wet Seal
Brand Standards ●●●
Sineage Signs and trucks must be on a light or white background, For trucks, a pop of the secondary color is used to better identify the brand through delivery.
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BRAND EXTENSIONS ●●●
M ob ile Ap p Wo rks h o p s S u b s crip t io n Bo x
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Wet Seal
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NEW EXTENSIONS ●●●
Mobile App This app is designed to help balance the daily life of the users. By answering a few simple questions, it develops a plan for each day. This ranges from guided video meditations, simple yoga tutorials, and peaceful mantras that all help ease stress and get users feeling like their best selves.
Wet Seal
Brand Extensions ●●●
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Wet Seal
Mind Body Soul Workshops Wet Seal now offers workshops that teach effective calming techniques such as meditation and yoga. Our experts will guide you through these practices at your own pace, and you can implement them into your daily life to keep you stress free.
Wet Seal
Brand Extensions ●●●
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Wet Seal
Subscription Box Custom fit for you, we base your box items off your app information. It comes filled with natural products and goodies like essential oils, crystal healing, natural supplements and health aids, this box adds easy and convenient balance to your life.
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