BRAND BOOK
BRAND TRUTH & ANSWER
BANANA REPUBLIC offers versatile, contemporary classics, designed for today with styles that endure. Through thoughtful design, we create clothing and accessories with detailed craftsmanship in luxurious materials. We dress men and women who see every day as full of possibilities and seek to make the most of every moment and opportunity. We see life a little differently. We take it all in. We add to it. We make it our own and we live with style.
BRAND HISTORY
1983 1978 NOVEMBER 28, 1978, Banana Republic opens in Valley Mills, California as a shop for people with a passion for exploration and safari.
1983, Gap Inc. ac with promise to k
2016
cquired Banana Republic keep the explorer spirit alive.
TODAY, Banana continues to outfit those in the modern journey of life.
BRAND PERSONALITY TONE
Our Banana Republic brand seeks to be in the minds of our customer as they go through their life’s journey. To be thought of and included in their moments and opportunities is our greatest reward. We aim to accomplish this with our quality, versatile design and outstanding customer service.
ARCHETYPES
SAGE RULER CREATOR EXPLORER
AUDIENCE INSIGHTS CONSUMER WANT
We are seeking a solution to our professional style conundrums that inhibit our progression in the world. We wish for quality design in a professional wardrobe that will help get us places we want to be within our budget. Banana Republic provides versatile styles for any moment and opportunity, always ready with unique customer service at an affordable price. The prices and design of your products serve utility in our busy professional lives.
PSYCHOGRAPHICS
SOPHISTICATED FASHION FOLLOWERS LOOKING SHARP REGLUAR GUY
DEMOGRAPHICS
Ages 24-44
Male 43% Men
Women Women 57%
BRAND COMMUNICATION KEY CONCEPTS DETAILED VERSATILE CLASSIC CONTEMPORARAY STYLE THAT ENDURES CRAFTSMANSHIP LUXURY MATERIALS FORWARD STYLES DESIGNED FOR TODAY
LOGO DO’S • USE BLACK OR WHITE WHEN USING BR’S LOGO TO COMMUNICATE LUXURY, PROFESSIONAL GOODS. • FOR PLACES OF COMMERCE, THE LOGO SHOULD USE BLACK TYPE AND AWHITE BACKGROUND. • ICONS FOR SOCIAL MEDIA SHOULDHAVE WHITE TYPE AND BLACK BACKGROUND. • PLACE LOGO ABOVE BANANA REPUBLIC LETTERING WHEN APPROPRIATE.
DONT’S • ALTER CAPITALIZATION • SET THE LOGO ON ANYTHING BUT HORIZONTIAL AXIS • SCALE LOGO UNPORPORTIONALLY • CHANGE LOGO COLORS TO BRIGHT HUE • USE LOGO AS PATTERN OR DECORATIVE DEVICE
COLOR PRIMARY COLORS
PANTONE: 6 C RGB: 0, 0, 0 HEX #: 000000
PANTONE: RGB: 255, 255, 255 HEX #: FFFFFF
SECONDARY COLORS
PANTONE: RGB: 246, 238, 230 HEX #: F6EEE6
PANTONE: RGB: 195, 166, 95 HEX #: C3A65F
PANTONE: RGB: 237, 83, 47 HEX #: ED532F
TYPE LOGO The font used in our logo is SETA RETA NF REGULAR, capitalized. Not to be used anywhere besides our logo.
PRINT/ONLINE The typography used in other scapes is BRIX SANS, using multiple weights throughout promotional handouts and online content.
WEBSITE WIREFRAME
LOGO AND SECTION STACK
drop down menu for navigation
IMAGE
PLACE
HOLDER
used for rotating images and promotional display
IMAGE PLACE HOLDER (RIGHT)AND CONTENT TEXT BOX (LEFT)
CONTENT TEXT BOX
ABOUT US TEXT BOX
for contact information, career insights, and copyright mentions
COPYWRITING GUIDELINES WORDS TO USE COPY SHOULD ALWAYS BE WRITTEN TO ENCOURAGE CUSTOMERS ON THEIR JOURNEY. WHETHER THAT BE THEIR HOLIDAY SHOPPING, DREAM JOB INTERVIEW, OR CASUAL SUNDAY. THE BANANA REPUBLIC CUSTOMER SHOULD ALWAYS BE WRITTEN IN THIRD PERSON, USING THEY PRONOUNS (THEY/THEM/THEIR).
QUALITY LUXURY TIMELESS FOREVER FINEST FABRICS BEST DRESED PERFECT FIT COMPETITOR’S WORDS QUANTITY TRADITIONAL STYLE BELONGING SEASONAL
SOCIAL MEDIA SOCIAL MEDIA SHOULD... • REINFORCE BRAND IDEAS & MESSAGES • BETTER THE CUSTOMER EXPERIENCE • HELP CUSTOMERS REACH
FOLLOWING FACEBOOK: 2,115,038 likes TWITTER: 306,000 followers INSTAGRAM:824,000 followers YOUTUBE:12,006 subscribers PINTEREST: 95,800 followers
SOCIAL MEDIA BRAND PAGES
PHOTOGRAPHY/ VIDEO PURPOSE TO ENRICH THE BRAND THROUGH VISUAL DETAILS DEPICTING THE LIFESTYLE SURROUNDING BANANA REPUBLIC.
BRAND ELEMENTS TO USE LUXURY LIFESTYLE PRODUCT VALUE EVENING ATTIRE JOURNEY CRISP IMAGE UPBEAT AUDIO MOOD LIGHTING
RETAIL EXPERIENCE EXTERIOR THE EXTERIOR SHOULD BE SLEEK AND CONTEMPORARY USING THE TWO PRIMARY COLORS IN THE BRAND COLOR PALATE. THE STORE FRONT SHOULD HAVE OPEN WINDOWS FOR WINDOW INSTALLMENTS EITHER OPAQUE OR TRANSPARENT INTO THE SALESROOM FLOOR.
INTERIOR
AS THE CUSTOMER ENTERS OUR DOORS, THEY SHOULD BE GREETED BY AN EMPLOYEE AND BRIEFED ON THE DAY’S PROMOTION. THE STORE SHOULD APPEAR CLEAN AND WELLKEPT. THE DETAIL IN APPEARANCE ASIDE FROM OUR PRODUCT DISPLAY SHOULD BE LUXURIOUS WITH BOLD TEXTURES THAT FRAM OUR WALLS. FOR EXAMPLE, DARK WOOD BEAMING THROUGHOUT THE STORE.
AS THE CUSTOMER BEGINS THEIR JOURNEY THROUGH OUR STORE, THEY SHOULD NOTICE PRODUCT STORIES LAID OUT THROUGH THE DIFFERENT “SHOPS.” HERE, WE HAVE THE SUITING SHOP. SUITS ARE DISPLAYED TO BE VERSATILE AND NEXT TO BUSINESS SHIRTS TO INCREASE UNITES PER TRANSACTION.
PRODUCT SHOULD BE PLACED IN A WAY THAT IS UNCONVENTIONAL AND COMPELLING TO THE CUSTOMER. TO INCREASE SENSE OF PLACE, PROPS AND ALLOCATED FIXTURES SHOULD BE USED. FOR EXAMPLE, ROLLING RACKS, TABLES, ETC. LIGHTING SHOULD BE WELL LIT, WHITE LIGHT FROM ALL CORNERS OF THE ROOM. MUSIC SHOULD BE AT AN ABOVE AVERAGE VOLUME, AND APPROACHABLE TO THE CUSTOMER.