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BRAND GUIDELINE Choice
Brand Guidelines
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Choice
Brand Guidelines
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Content 01. Foreword ······························· 04
09. Digital media ························· 44
02. Brand identity elements ········ 08
10. Exhibits ·································· 46
03. Colour ···································· 14
11. Signage ·································· 52
04. Signatures ······························ 18
12. Vehicle identification ············· 56
05. Typography ···························· 24
13. Packaging ······························ 60
06. Image library ·························· 28
14. Uniforms ································ 68
07. Business papers ····················· 32
15. Ephemera ······························ 72
08. Social networks ······················ 38
16. Advertising ···························· 78 Contact ·································· 84
Choice
Brand Guidelines
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01. Choice
Foreword
Brand Guidelines
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Foreword
Choice is a South Korea based global streetwear brand. Choice is a brand that supports skateboard culture and hip-hop culture which sells comfortable clothes such as sweatshirts and hoodies. Aside from the clothes, we also sell fashion items such as shoes and accessories. A lot of goods are made for teenagers and youths and we introduce the freedom of young generations. Choice
Brand Guidelines
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Foreword
What we stand for
Choice
The first 4 characters ‘choi’ is taken from my last name and it has the similar pronunciation with Choi’s. Choice will make clothing that is loved all over the world and customers want, just like its brand name. My brand name has a double meaning that the word ‘choice’ also means ‘very good in quality and worth having’, meaning that our brand makes good quality clothes.
Brand Guidelines
Foreword
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Our mission and values
Choice
The primary focus of Choice is communication with our customers. We strive to expand our ideas and creativity as one of the global streetwear brands insists comfort and freedom. By providing high quality products and services, consumers are basically committed to reliability. Choice makes good quality products at the level of luxury brands, but we also offer at affordable prices for youth customers to buy.
Brand Guidelines
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02. Choice
Brand identity elements
Brand Guidelines
Brand identity elements
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Brandmark
Choice
Brand Guidelines
Brand identity elements
Logotype
Choice
CHOICE CHOICE
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Brand Guidelines
Brand identity elements
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Signature
CHOICE Choice
Brand Guidelines
Tagline
“
“
Brand identity elements
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Trust you, Trust us
The meaning of our tagline is Trust you: trust yourself for choosing our products Trust us: trust our products. Choice
Brand Guidelines
Brand identity elements
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Incorrect usage
DO NOT Add elements X
X
Choice
DO NOT Blur
DO NOT Add special effect
X
X
DO NOT Multiple
X
DO NOT Rotate
X
X
DO NOT Apply outlines
DO NOT Stretch
X
DO NOT Distort
DO NOT Contain in a shape X
Brand Guidelines
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03. Choice
Colour
Brand Guidelines
Colour
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Brand colour system
R 255 G 255 B 255 C0M0Y0K0 HEX #ffffff
R0G0B0 C 0 M 0 Y 0 K 100 HEX #000000 Choice
Brand Guidelines
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Colour
Supporting colour system
R 237 G 28 B 36 C 0 M 100 Y 100 K 0 HEX #ed1c24
R 255 G 242 B 0 C 0 M 0 Y 100 K 0 HEX #fff200 Choice
CHOICE CHOICE
Brand Guidelines
Colour
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Incorrect usage
X DO NOT Fill with multiple colours
X DO NOT Fill with patterns
DO NOT Fill the background with inappropriate colour X
Choice
X DO NOT Add gradations
X DO NOT Fill the inside area
DO NOT Fill with inappropriate colour X
DO NOT Apply transparency effects to the logo X
Brand Guidelines
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04. Choice
Signatures
Brand Guidelines
Signatures
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Corporate signature
CHOICE Choice
Brand Guidelines
Signatures
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Signature variations
CHOICE CHOICE
CHOICE
CHOICE
Choice
CHOICE
CHOICE
Brand Guidelines
Signatures
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CHOICE
X DO NOT Put logotype above the brandmark
CHOICE DO NOT Apply transparency effects to the brandmark X
CHOICE X DO NOT Contain in a shape
Choice
CHOICE
Incorrect usage
X
DO NOT Rotate logotype
CHOICE DO NOT - Apply different colour to logotype and brandmark X
CHOICE DO NOT Put brandmark behind logotype
X
CHOICE DO NOT Change the typeface
X
Brand Guidelines
Signatures
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Signature with tagline
CHOICE
Trust you, Trust us
If the tagline is used with the signature, it always needs to be under the logotype. Choice
Brand Guidelines
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Signatures
Clear space and sizes
CHOICE 30%
There is not a defined maximum size that the signature can be scaled to. However, when you are using the signature with other graphic elements, make sure you give it some room to breathe.
CHOICE 100%
150% Choice
The empty space around the signature should be at least 150% of the width. Also, the signature can make smaller in any size depending on what it will be used for and where and how it will be placed. However, to ensure the signature maintains its visual impact, do not go any smaller than 30% of the width. Brand Guidelines
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05. Choice
Typography
Brand Guidelines
Typography
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Typeface family
가
Nanum Gothic Regular
가
Nanum Gothic Bold
가
Nanum Gothic ExtraBold
Choice
ㄱㄴㄷㄹㅁㅂㅅㅇㅈㅊㅋㅌㅍㅎㄲㄸㅃㅆㅉ ㅣㅔㅐㅏㅜㅗㅓㅡㅟㅚㅑㅕㅛㅠㅒㅖㅘㅝㅙ ㅞㅢ
ㄱㄴㄷㄹㅁㅂㅅㅇㅈㅊㅋㅌㅍㅎㄲㄸㅃㅆㅉ ㅣㅔㅐㅏㅜㅗㅓㅡㅟㅚㅑㅕㅛㅠㅒㅖㅘㅝㅙ ㅞㅢ
Aa Aa
DIN Condensed ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
DIN Alternate Bold ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
ㄱㄴㄷㄹㅁㅂㅅㅇㅈㅊㅋㅌㅍㅎㄲㄸㅃㅆㅉ ㅣㅔㅐㅏㅜㅗㅓㅡㅟㅚㅑㅕㅛㅠㅒㅖㅘㅝㅙ ㅞㅢ
Brand Guidelines
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Typography
Supporting typefaces
Aa Aa Aa Choice
Source Sans Pro ExtraLight ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro ExtraLight Italic ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro Light ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Aa Aa Aa
Source Sans Pro Light Italic ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro Regular ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro Italic ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Brand Guidelines
Typography
Aa Aa Aa Choice
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Source Sans Pro SemiBold ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro SemiBold Italic ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro Bold ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Aa Aa Aa
Source Sans Pro Bold Italic ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro Black ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Source Sans Pro Black Italic ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 1234567890
Brand Guidelines
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06. Choice
Image library
Brand Guidelines
Image library
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Illustration
There is no fixed illustration imageries, but the brand patterns are not going to be change in any packaging. Colours always need to be in black and white but some other colours can be used for collaborations with other brands.
Choice
Brand Guidelines
Image library
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Photography
We are using various photographs for advertising and videos. As our brand is based on hiphop culture and skateboard culture, dark images will be used. If the colours are bright, most of them are high saturation. Choice
Brand Guidelines
Image library
Choice
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Brand Guidelines
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07. Choice
Business papers
Brand Guidelines
Business papers
Choice
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Brand Guidelines
Business papers
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Corporate letterhead and second sheet
Choice
Brand Guidelines
Business papers
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#10 envelop
Choice
Brand Guidelines
Business papers
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Compliments slip
Choice
Brand Guidelines
Business papers
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Business cards
Choice
Brand Guidelines
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08. Choice
Social networks
Brand Guidelines
Social networks
Choice
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Brand Guidelines
Social networks
Choice
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Brand Guidelines
Social networks
Choice
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Brand Guidelines
Social networks
Choice
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Brand Guidelines
Social networks
Choice
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Brand Guidelines
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09. Choice
Digital media
Brand Guidelines
Digital media
Choice
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Brand Guidelines
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10. Choice
Exhibits
Brand Guidelines
Exhibits
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Banners
Choice
Brand Guidelines
Exhibits
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Trade show booth
Choice
Brand Guidelines
Exhibits
Choice
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Brand Guidelines
Exhibits
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Name tags
Choice
Brand Guidelines
Exhibits
Choice
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Brand Guidelines
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11. Choice
Signage
Brand Guidelines
Signage
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Company flag
Choice
Brand Guidelines
Signage
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Signage
Choice
Brand Guidelines
Signage
Choice
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Brand Guidelines
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12. Choice
Vehicle identification
Brand Guidelines
Vehicle identification
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Cars
Choice
Brand Guidelines
Vehicle identification
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Vans
Choice
Brand Guidelines
Vehicle identification
Choice
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Brand Guidelines
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13. Choice
Packaging
Brand Guidelines
Packaging
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Cartons
Choice
Brand Guidelines
Packaging
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Boxes
Choice
Brand Guidelines
Packaging
Choice
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Brand Guidelines
Packaging
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Labeling system
Choice
Brand Guidelines
Packaging
Choice
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Brand Guidelines
Packaging
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Bags
Choice
Brand Guidelines
Packaging
Choice
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Brand Guidelines
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14. Choice
Uniforms
Brand Guidelines
Uniforms
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Summer
Choice
Brand Guidelines
Uniforms
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Spring and Autumn
Choice
Brand Guidelines
Uniforms
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Winter
Choice
Brand Guidelines
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15. Choice
Ephemera
Brand Guidelines
Ephemera
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Pens
Choice
Brand Guidelines
Ephemera
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Notebook
Choice
Brand Guidelines
Ephemera
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Mugs
Choice
Brand Guidelines
Ephemera
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Pins
Choice
Brand Guidelines
Ephemera
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Memo cubes
Choice
Brand Guidelines
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16. Choice
Advertising
Brand Guidelines
Advertising
Choice
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Brand Guidelines
Advertising
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Tagline usage and Signature placement
Choice
Brand Guidelines
Advertising
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Brandmark, logotype and tagline can be placed in any location. However, the signature must be located in the middle or in four edges of the image. In some cases, tagline may not be used.
Choice
Brand Guidelines
Advertising
Choice
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Brand Guidelines
Advertising
Choice
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Brand Guidelines
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CHOICE 경기도 하남시 신장동 427-394 태산빌딩 지하 1층 B1 Taesan Building, 427-394 Sinjang-Dong, Hannam-Si, Gyeonggi-do, Republic of Korea (+82) 2 143 0517 www.choice.com 최다정 대표이사 Dajeong Esther Choi Chief executive officer (+82) 10 8852 9655 ccddjj1024@naver.com
Choice
Brand Guidelines
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Choice
Brand Guidelines
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CHOICE
Choice
Brand Guidelines