HOMMAGE Brand Guidelines
Contents
The Brand Mission Statement What We Stand For Target Consumer
07 09 14
Visual Identity Logo Typeface Colour Palette Logo in Use
17 19 21 23
Brand Communication Brand Name Tone of Voice
27 29
Brand Application Packaging Marketing Materials
33 35
The Brand
THE BRAND
ABOUT THE BRAND
Mission Statement
Hommage is a contemporary and youthful menswear brand that is built on inclusivity. We do not judge. Our brand does not follow the crowd. Instead, we are paving the way for greater inclusivity in the menswear sector.
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06 08
THE BRAND
CONTEMPORARY Brand Promise
Our brand promise is what defines us and what makes us stand out from the crowd. We provide fashion for men not the man, as we believe that style should not be compromised by size.
FEARLESS
FORWARD-THINKING GENUINE
What We Stand For 09
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THE BRAND
Brand Personality
Hommage is unapologetically bold. Inclusivity is at the heart of our brand and if that means we have to push boundaries and challenge the status quo, then we will.
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S
THE BRAND
Target Consumer
Our customers are conscious millenials. They are brand ambassadors. Hommage men are not afraid to push boundaries to make a positive impact on society. Whether an XXS or an XXL, our customers do not let their body undermine their style. Hommage men are fearless.
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Visual Identity
VISUAL IDENTITY
Original Logo Font
The Hommage logo is created using Eastman Trial Heavy Italic in an uppercase format. The use of a sans serif logo is clean and modern, with the italic style reference the brand’s forwardthinking and minimalist aesthetic. The highly bold font also stands out to the audience, which reflects an idea of promoting strength through positive body images in a subtle way.
HOMMAGE
Edited Logo Font
HOMMAGE
Tracking is increased to 50.
There must always be a clear zone surrounding the logo, whereby no graphics ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR or other design elementsCLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE ZONE CLEAR enter the space. RegardlessCLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR10MM ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE of the logo size, the clearCLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE space should be no smallerZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE than 10mm around the logo.ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR This clear zone will ensureZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE CLEAR ZONE that that the logo stands out throughout all branding and marketing materials.
HOMMAGE
Logo 17
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VISUAL IDENTITY
Typeface
This is SF Pro Text Thin
All of Hommage’s written communication throughout branding and marketing will utilise three styles of the SF Pro Text family. Using a sans serif font such as the SF Pro Text font keeps written communication clean therefore making headings and body text easily readable. The simple font style keeps written communication straightforward. All text will be black or white to maintain a level of consistency. Black text will nearly always appear on a white background, and white text on a black background.
This is SF Pro Text Medium This is SF Pro Text Black
This is SF Pro Text Thin
This is SF Pro Text Medium This is SF Pro Text Black
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VISUAL IDENTITY
Hommage uses a minimal black and white monochromatic colour palette throughout the branding and marketing materials. The intense contrast of black and white compliments the brand’s vision, reflecting a simple sense of harmony and unity.
Colour Palette 21
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Social media platforms, such as Instagram and Tik Tok, must focus on implementing the brands monochromatic colour palette throughout all social content. Developing an aesthetic across the brand’s social media platforms will build brand consistency.
Logo in Use 23
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Brand Communication
BRAND COMMUNICATION
Brand Name Hommage is a play-on words with the initial word ‘homage’, which is defined as a special honour or respect shown publicly. The brand name has been spelt with influence from the French, ‘homme’, which translates to ‘man’ in English. Hommage is a fitting brand name, as it reinforces the brand’s inclusive vision that is focused on honouring every man regardless of their body shape and size.
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BRAND COMMUNICATION
All brand materials must comply with specific guidelines surrounding tone of voice in order to sustain a level of brand consistency. Hommage’s use of language must reflect a positive attitude at all times, whilst remaining inclusive to all of its customers. The tone of voice should not sound generic like a robot. Language should be authentic as this will reinforce the brand values, whilst further enhancing the brand’s personality. As Hommage was established in the United Kingdom, British English should be used instead of American English.
British English Colour Favourite Grey Trainers Trousers
NOT NOT NOT NOT NOT
Tone of Voice 29
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American English Color Favorite Gray Sneakers Pants
Brand Application
BRAND APPLICATION
Hommage implements an unconscious branding model behind its packaging. Eco-friendly mailing bags are used to deliver the products to the customers. All packaging is branded in a subtle approach with a repeated pattern of the heavy italic logo. All product orders should use branded packaging instead of plain. This is intended to create a delayed sense of gratification and immediate rush of excitement within the customer when they recieve their Hommage order.
Packaging 33
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BRAND APPLICATION
Marketing Materials 35
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