02
BRA NDING GUIDE L INE S + GRA P H IC STA NDA RDS
These Br an d Gu i d e li ne s w o r k a s a c o l l e c t i o n o f rules, s tan d ar d s , typ ef a c e s, c o l o r s a nd t i p s f o r the appl i c a ti o n o f th e Gi g i Bro o ks b r a nd , l o g o , and vis u al s tyl e .
03
04
BRA NDING GUIDE L INE S + GRA P H IC STA NDA RDS
To
be c o me
a
re c o g ni z a b l e
b r a nd
re q ui re s
diligent a n d c o n s c i o us e f f o r t , a nd a c o nsi s t e nt approa c h to al l c o m m uni c a t i o n. Th i s i s b a s e d on
the
u n d e r s tan d i ng
that
e ve r y
vi s ua l
choice i n a d v e r ti s i n g, c o l l a t e r a l a nd m o re i s a com m u n i c ati v e e f f o r t t h a t sp e a ks a b o ut t h e Gigi Bro o k s b r an d . Deliveri n g m essag e
a
c o n s i s t e nt
Gi g i
Bro o ks
b r a nd
w i ll
re i n f o rc e
both
st r a t e g y
a nd
person al i ty, c re a ti n g a n i m p a c t t h a t w i l l b o o s t the Gig i Bro o k s b r a n d e xp o ne nt i a l l y.
05
able of Content
09 10 12
TONAL FILTER WHAT IT IS + NOT VALUE P R OP O S IT IO N
15 19 25 35 45
MASTER LOGO COLOR PALET T E S + T YPE FACE S CRESTS + P L AQU E S SUP PLEMENTA L E L E M E N T S ARROWS + PAT T E R N S
TONA L F ILTE R
GLO BAL CL AS SI C PL AYF UL Q UAL I T Y UNFOR G ET TA B L E LUXU R I O US EXCE PTI O N A L TI M ELES S LOYA L S O PHI S TI C ATED WAR M EVO C ATI V E EXPERI EN C E
09
WHAT I T I S
EL EGA N T CL AS SI C WAR M A N D PL AY F U L UNFOR G ET TA B L E R EBELL I O US GLO BAL LY A PPEA L I N G I M AGIN ATI V E S ENS E M EM O R Y- EVOC AT IV E UNIQU E CH ARM I N G WI TH AN E D G E TI M ELES S
10
WH AT IT IS NOT
F ORGE T TA BL E ORDINA RY A ND P L A IN TWE E- SICKE NINGLY SWE E T TA STE L E SS OR TACKY L IM ITE D COL D OR H A RD P RIM A RY BRIGH T COLORF UL COOKIE CUT TE R A N IM ITATOR BORING
11
12
F US I N G B RIT IS H C H ARM AND WE ST COA ST LUXE , GI G I B R O O K S COMB INE S T H E B E S T OF LON DON A ND BE VE RLY H IL L S I NTO A O N E-O F-A-KIN D LUXU RY RE TAIL E X P E RIE NCE F OR CH IL DRE N, OFFER I N G EV ERY T H ING FROM B E S P OKE FURNITURE A ND INTE RIOR D E S IG N TO U NIQ U E TOY S A ND GIF TS.
13
M A S T ER LO GO
Th e Gi g i Bro ok s Mas t er L og o i s des i g ned t o e vo ke a t i m e l es s qual i t y mak i ng i t appropri at e for
its
c a t eg or y
but
more
i mport ant l y,
d i s t i n c t i ve a nd memorabl e overal l .
16
M A STE R LOGO
The Gig i Bro o k s l o g o , c o nsi s t i ng o f t h e w o r d m a r k paired w i th th e c ro w n a nd g e o g r a p h i c s i g ni f i e r s, is the c e n tr al v i s u a l d e vi c e o f t h e Gi g i Bro o ks brand i d e n ti ty. This Ma s te r Lo g o mu s t a l w a y s b e re p ro d uc e d in its c o mp le te , u n mo d i f i e d f o r m w i t h a l l t h re e com po n e n ts
i n ta c t
[w o r d m a r k,
c ro w n,
a nd
geogra p h i c s i g n i f i e r s] . Th i s p r a c t i c e i s i m p o r t a nt to ensu re v i s u a l i n te g r i t y a nd c o nsi s t e nc y. This log o s h o u ld b e u s e d w h e ne ve r p o ssi b l e .
17
COLO R PA L ET T ES + T Y P E FACE S
Co l o r i s a s t rong and i mport ant ai d t o e s t a b l i s h i n g the Gi g i Brook s vi s ual real m. It i s p a r t i c ul a r l y advant ag eous f or a brand t o c o n s i s t e nt l y “own” and “appl y ” i t s pri nci pal colors
to
p rovi de
recog ni t i on
cues
t hat
e n h a n c e t h e wordmark and l og o.
Ty p o gr a p hy is key t o bri ng i ng a brand t o l i f e . It d e f i n es t he brand voi ce and appears c o n s i s t e nt l y
acros s
c o m m un i c a t i o n.
al l
mes s ag i ng
and
T YPEFAC E No . O N E
|
YOU N G G ALL AN T
Aa Bb Cc Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq R r Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ! @ # $ %^ &* ( )
20
T Y P E FAC E No . T WO |
A
AW CONQUE ROR SL A B
B A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890 !@#$%^&*()
21
C
GIGI MILK BLUE
GIGI MILK PINK
RGB
|
186 / 210 / 2 15
RG B
|
24 3 / 2 2 2 / 2 2 1
HE X
|
BAD507
HEX
|
F3 D E D D
CMYK
|
26 .28 / 6. 3 5 / 13 .1 / 0
CMY K
|
3 / 13 / 8 / 0
22
GIGI FOG GRAY
GIGI WARM IVORY
R GB
|
153 / 15 3 / 153
RG B
|
249 / 249 / 2 2 9
HEX
|
999999
HEX
|
F9 F1 E 5
C MY K
|
43 / 35 / 3 5 / 1
CMY K
|
2 / 4 / 9 / 0
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CRES T S + PL AQUES
Th e Gi gi Brook s cres t s and pl aques are p ro p r i e t a r y branded el ement s craf t ed f rom ke y e l e m e nt s of t he mas t er l og o, i ncl udi ng t h e G B i n i t i a ls , crown and l ocat i on s i g ni f i ers . Th e s e e l e m e nt s can be us ed i n t andem wi t h o r a s a n a l t ernat i ve t o t he mas t er l og o, as a b r a n d e d s t amp t o f urt her bri ng t he Gi g i Bro o k s w o r l d t o l i f e. Ea c h i c o n a n d cres t comes i n t hree col ors : Gi g i Mi l k Bl u e f or boy s , Gi g i Mi l k Pi nk f or g i r l s , a n d Gi gi Fog Gray as a neut ral opt i on.
01
CREST - G IG I FO G G R AY - GENDER NEUTRAL
02
CREST - G IG I M I L K B LU E - B OY
CREST
03
- G IG I M I L K P I N K - G IR L
26
01
CRE ST G I G I F OG G RAY - G E ND E R N E U T R A L
27
02
CRE ST G I G I M I L K B LUE - B OY
28
03
CRE ST G I G I M I L K P I NK - G I R L
29
01
CREST - G IG I FO G G R AY - GENDER NEUTRAL
02
CREST - G IG I M I L K B LU E - B OY
CREST
03
- G IG I M I L K P I N K - G IR L
30
01
P L AQ UE G I G I F OG G RAY - G E ND E R N E U T R A L
31
02
P L AQ UE G I G I M I L K B LUE - B OY
32
03
P L AQ UE G I G I M I L K P I NK - G I R L
33
S U P P L EM EN TA L EL E M E N T S
Sup p l e m e nt a l el ement s are s i mpl e decorat i ve i c o n s t h a t c o mpl i ment t he Gi g i Brook s brand. Wh i l e e a c h o f t hes e des i g ns can l i ve on t hei r o w n , t h e se e l ement s s houl d never repl ace t he Gi g i Bro o k s Mas t er L og o, Cres t , or Pl aque. Th e s e e l e m e nt s can be us ed f or an array of p ur p o se s i n c l udi ng s t i ckers , hang t ag s , l abel s , a n d gi f t b oxe s .
01
S TA N DA LO N E M O N O G R A M
02
M O N O G R A M WI T H C R OWN
03
C R OWN + B OW
36
01
STA NDA LONE M ONOG R A M
37
02
M ONOG RA M WI TH CROWN
38
03
CROWN + B OW
39
01
QUA D R A N T E L E M E N T - C R OWN - MONOGRAM LETTERS - B OW - C R O S S E D A R R OW S
02
A X IS E L E M E N T - B OW - C R O S S E D A R R OW S
SINGLE ELEMENT
03
- B OW - S IN G L E A R R OW
40
01
Q UA D RA NT E L E M E N T CROWN - M ONOG RA M L E T TE RS - B OW - C R O S S E D A R R OW S
41
02
A X I S E L E M E NT B OW - CROSSE D A RROW S
42
03
SI NG L E E L E M E NT B OW - SI NG L E A RROW S
43
S U P P L EM EN TA L PAT T E R N S
Th e a r ro w s a nd pat t erns are propri et ar y Gi g i Bro o k s e l e m ent s f or us e on t i s s ue paper, s h o p p i n g b a gs , and on t he back of recei pt s or s t a t i o n e r y. A s t h e m o st r udi ment ar y vi s ual devi ce i n t he Gi g i Bro o k s brand i dent i t y, t hes e arrows as a s up p l e m e nt t o any ot her Gi g i Brook s brandi ng e l e m e nt s.
01
CO M P L E X A R R OW S
02
C R O S S E D A R R OW S
03
S I N G L E A R R OW
46
01
A RROW PAT TE RN
47
NSG / SWAT 73 Spring Street Suite # 302 New York, NY 10012 212.257.1726
ART DIRECTOR | CHIA SCHMITZ c.schmitz@nsgswat.com EXECUTIVE PRODUCER | MICHELLE MORAN m.moran@nsgswat.com