Corporate Manual Guide
Corporate Manual Guide
Introduction to Corporate Manual Guide What is Katastrophy Korsets? The heart of Katastrophy Korsets Our mission Target Audience Tone of Voice
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logo
and typefaces Our logo Logo usage guidelines Logo usage don'ts Our typefaces Our colours Our patterns
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official information and corporate stationeries Address and contact details Email signatures Corporate stationeries Photography Advertising poster format
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Contents
Introduction to Corporate Manual Guide The purpose of this guide is to provide guidance and assitance when commissioning or producing visual communications materials for Katastrophy Korsets, across all media, including all forms of print and screen based-delivery. This document covers a wide range of application, including stationery, Powerpoint presentations, press advertising and email communications. We also offer guidance on the correct use of Katastrophy Korsets logo, and advice on the corporate colour scheme. Also covered are design guidance on display materials, branding on promotional items and the commissioning and art direction of photography. Definitive guidance cannot be given here on all aspects of accessibility as needs vary depending on the end user. When preparing communications material, the needs of the target audience must be ensured and that alternative formats are available if necessary. This document is available in both printed and digital formats, and can be supplied as hardcopy or as a PDF via email or CD. It must not be altered or modified in any way without the permission of Katastrophy Korsets.
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What is Katastrophy Korsets? Katastrophy Korsets is a Southeast Asian online corset brand based internationally. We produce semi custom-made aunthenthic corsets, which is widely known for tightlacing and waist-training purposes. Our brand boasts of using a patterning of 9 panels per side with a cupped rib shape by default, unlike standard-sized corsets which have 5 to 6 panels per side. We also use bent flat steels in the front and sides of the corset, which provides stronger support than using spiral steels. Our valued customers get to choose from the range of hand-dyed fabric colours available to them, according to their tastes.
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The heart of Katastrophy Korsets The beauty of authenthic corsetry lies in the craft itself. At Katastrophy Korsets, we strive to provide the best corset experience for our customers, hoping that with our craft our beloved customers get to be their true self. Being a rebel is not easy, we want to accompony customers throughout the journey. We believe that donning on a corset can bring us through thick and thin, and we want that to be seen in our products.
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Our Mission Katastrophy Korsets aims to be a brand that tailors needs of the masses for the best quality and true authentic corsets. Its mission is to be a movement of supporting, educating and encouraging both tightlacing and LGBTQ community. The goals of Katastrophy Korsets is to improve public’ s perception towards corsetry as well as to be a platform which supports tight-lacing and LGBTQ movements by practicing acceptance towards the community. The objectives of the brand is to provide true corsetry to the masses, to provide a healthy online environment by building a relationship between brand and customer. It is also important that customers understand the benefits of a good corset compared to on-the-rack corsets and also encourage an open-minded and respectful mind-set.
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Target audience We welcome everyone and everyone into our community. As long as you are healthy, we will cater to your corsetry needs. We don’ t judge on your sexuality or your clothing preferences or body shape. Most importantly, we care about you being you. Who is our target audience? Beginners in the corset world as well as regular waist-trainers. Men and women, young and old, people who don't care and want to rock in our corsets.
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Tone of voice As iron polishes iron, hardships and struggles polish us. We are firm in opinion, "katastrophic" in our actions. We shock people with our unique personalities. We are the rebels, the anti-conformity. We are strong, and yet soft at heart. We are masculine, and yet feminine. People may give us different labels, but we know who we are. We celebrate people who embrace their sexuality, personality and body shape. We may surprise you with our acts of rebellion, and yet you will know exactly that we are also kind and sincere from the heart.
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logo & typefaces 11
Our Logo
The Katastrophy Korsets logo is inspired by the Chinese traditional character (災)., which means "catastrophic".
The concept of this logo is Katastrophy Korsets is a brand that is full of shock culture. The idea of Katastrophy Korsets is gender neutrality and to celebrate individuality, which may not be acceptable to the majority. Why use a Chinese character to portray catastrophe? Although Katastrophy Korsets is an international brand, it is based in Southeast Asia, started up by alternative model, KathTea Katastrophy, who is a Chinese Malaysian. With its rigid body, it came off as reliable and
When people criticise the waist-training community, Katastrophy Korsets started a movement #RealCorsetsRealPeople to support and defend corsetwearers. This brand believes that actions speak louder than words, once the community unites to fight, the effect would be catastrophic.
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outspoken. Using thick straight strokes the bottom area of the character (火, fire) is sculpted into a less curvy hourglass-shaped corset, whereas the top part a thinner stroke for the middle “ <” is used to signify the Katastrophy Korsets initials (K.K.).
This is the Preferred Identity for Katastrophy Korsets. The Katastrophy Korsets logo contains two distinct elements: (a) A corset outline inspired by Chinese traditional character (ç ˝). (b) the title describing the brand's product.
C: 0% M: 0% Y: 0% K: 100%
It uses one color (K:100%) as indicated and is typically be used for all printing, such as letterheads, business cards, etc.
Other versions of the Katastrophy Korsets logo have been produced for specific uses. These variants are detailed in the next few pages.
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Staging is both the relative sizes and positions of the elements that make up the identity as well as the surrounding Staging Area, which is a space that belongs to the identity alone. No other elements should come into this space, no other text or imagery, not even our return address on stationery. This space is a distance of "K" around the logo and signature. The logo is 1 "K" above the base of the signature letters and the logo is 3 "a" in diameter.
Logo construction
Identity Staging and Construction Signature Construction is based on the This page shows the staging and construction of Katastrophy Korsets identity logo. All measurements used in the staging and construction are derived from the typography of the signature.
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font Octopus 100 Thin (top) and Octopus 300 Light (bottom). In this example, the original type is shown in red where it varies from the redesigned signature. The type is customised to create a sleek look using full caps. Note that for the "o" is replaced with a Octopus Narrow 100, stretched to replace its original "O".
Preferred Identity (Horizontal identity with signature in two lines and colour logo)
Centered 2 line colour Centered identity with two lines and colour logo
Acceptable Identity Format Variations Positive variations
The identity variations presented in this section are provided to facilitate the needs of different graphic situations and formats. Descriptive names have been provided for each identity variation to promote accurate communication.
Centered 3 line big colour Centered identity with signature in three lines and large colour logo
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Preferred Identity (Horizontal identity with signature in two lines and colour logo)
Centered 2 line colour Centered identity with two lines and colour logo
Centered 3 line big colour Centered identity with signature in three lines and large colour logo
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Acceptable Identity Format Variations Negative variations
The identity variations presented in this section are provided to facilitate the needs of different graphic situations and formats. Descriptive names have been provided for each identity variation to promote accurate communication.
Logo usage guidelines To ensure a consistent and appropriate brand identity, a general set of guidelines for logo usage is outlined as follows. 1. No elements of the logo artwork may be recreated, deleted, cropped or reconfigured. All logo artwork is provided as Adobe Illustrator, based EPS. 2. A minimum clearspace must be maintained on the perimeter surrounding logo artwork as outlined previously. Must use the artwork provided. 3. Logo artwork must be uniformly scaled. Non-uniform scaling distorts the proportions of artwork and the relationship between the icons and letterforms. 4. Logo artwork should always appear upright. 5. EPS files are vector artwork and are infinitely scalable, thus eliminating the need to ensure proper resolution for the purpose of reproduction. 6. Logo artwork should appear agianst a solid background to ensure maximum and proper contrast. 7. Logo artwork may only be reproduced directly from a digital file. It should never be reproduced from previously printed materials. 8. Do not put a white box around the logo placed on a dark background and do not reproduce the logo in colours other than those specified in these guidelines.
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Logo usage don'ts 1. Don't change the logo's orientation. 2. Don't bevel or emboss the logo. 3. Don't place the logo on a busy photograph or pattern.
Orientation
Bevel / emboss
Busy/pattern bg
Logo colour
4. Don't change the logo colours. 5. Don't crop the logo in any way. 6. Don't add "glow" effects to the logo. 7. Don't present the logo in "outline only" fashion. 8. Don't place the logo on similarly coloured backgrounds.
Crop
Glow
Outline only
Bright on bright
9. Don't present positive logo on dark background, negative logo on white background. 10. Don't outline the logo in any colour. 11. Don't add "drop shadow" effects to the logo. Similar colour bg.
Outline colour
Drop shadow
White box
12. Don't put a white box around the logo when placed on a dark or busy background. 13. Don't reconfigure or change the size or placement of any logo elements. 14. Don't stretch or squeeze the logo to distort proportions.
Reconfigure
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Stretch / squeeze
Recreate
Replace
15. Don't recreate elements or replace with something else.
Our typefaces One typeface has been chosen for Katastrophy Korset: Octopus font. Used in conjunction, this font carry accross the edgy, spine-ish and curvy look with a mix of strong and soft tones. Below and the folowing pages, you can see their wide range of family font and apply a suitable typeface for suitable platform/situation.
Octopus Octopus family typefaces 24pt
Octopus Narrow Octopus Rounded Octopus Wide
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Octopus THIN
Octopus 100 Thin
LIGHT
MEDIUM
BOLD
A quick brown fox jumps over the lazy dog. (10pt)
A quick brown fox jumps over the lazy dog. (12pt)
Octopus 300 Light Octopus 500 Medium Octopus 700 Bold ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890 ! # $ % ^ & * ( ) _+= { } [ ] : ; '",<>.?/
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A quick brown fox jumps over the lazy dog. (14pt)
A quick brown fox jumps over the lazy dog. (18pt)
A quick brown fox jumps over the lazy dog.(24pt)
A quick brown fox jumps over the lazy dog.(30pt)
Octopus Narrow THIN
Oct. Narrow 100 Thin
LIGHT
MEDIUM BOLD
A quick brown fox jumps over the lazy dog. (10pt)
A quick brown fox jumps over the lazy dog. (12pt)
Oct. Narrow 300 Light Oct. Narrow 500 Medium Oct. Narrow 700 Bold ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 1234567890 ! # $ % ^ & * ( ) _+= { } [ ] : ; ' " ,<>.?/
A quick brown fox jumps over the lazy dog. (14pt)
A quick brown fox jumps over the lazy dog. (18pt)
A quick brown fox jumps over the lazy dog. (24pt)
A quick brown fox jumps over the lazy dog.(30pt)
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Octopus Rounded THIN
LIGHT
Oct. Rounded 100 Thin
MEDIUM
BOLD
A quick brown fox jumps over the lazy dog. (10pt)
A quick brown fox jumps over the lazy dog. (12pt)
Oct. Rounded 300 Light
A quick brown fox jumps over the lazy dog. (14pt)
Oct. Rounded 500 Medium
A quick brown fox jumps over the lazy dog. (18pt)
Oct. Rounded 700 Bold ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890 ! # $ % ^ & * ( ) _+= { } [ ] : ; '",<>.?/
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A quick brown fox jumps over the lazy dog.(24pt)
A quick brown fox jumps over the lazy dog.(30pt)
Octopus Wide THIN
LIGHT
Oct. Wide 100 Thin
MEDIUM
BOLD
A quick brown fox jumps over the lazy dog. (10pt)
A quick brown fox jumps over the lazy dog. (12pt)
Oct. Wide 300 Light Oct. Wide 500 Medium Oct. Wide 700 Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890 ! # $ % ^ & * ( ) _+= { } [ ] : ; '",<>.?/
A quick brown fox jumps over the lazy dog. (14pt)
A quick brown fox jumps over the lazy dog. (18pt)
A quick brown fox jumps over the lazy dog.(24pt)
A quick brown fox jumps over the lazy dog. (30pt) 23
Our Colours
Black, grey and white are the official colours of Katastrophy Korsets. On the right, a colour code is laid out for logo use, unless stated otherwise. The traits of black include protection and comfort, strength, control by creating fear and intimidation. White represents equality and neutrality as it balances the positive and negative aspects of all colours of the spectrum. Grey represents both neutrality and control, but it also represents compromise because it is a transition between black and white, taking a middle ground instead of taking sides.
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Our Patterns
Using the top "<<<" part of our logo, the official pattern of Katastrophy Korset represents having a sense of direction. The symbolism of this pattern is to make people see where they are going. Which is why this pattern is used in this guide. The pattern can be used either alone or in threes. The stand alone pattern uses K:54% (please refer to the previous page). The triads pattern uses both K:54% and K:95% respectively. K:100% and K:0% are not to be used for the patterns.
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official information & corporate stationeries 27
Address and contact details Where possible we aim to standardise the style, appearance and layout of our address and contact details. For the sake of clarity we prefer to present our address details in a vertical, stacked arrangement so each element appears on a separate line, with a clear space separating our physical address and telephone and other contact numbers. Where this arrangement is not possible (for instance, where space constrictions apply) a secondary layout is illustrated, with our address details stacked in two vertical arrangements. This assists in legebility and assists the reader in clearly identifying each separate element of information).
Preferred layout:
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Secondary layout:
Email signatures It is vital that outgoing email communications are presented in a consistent and clear manner. A major factor in achieving this is an organisation-wide adoption of standard email "signature" which will sit at the foot of all outgoing email messages. The signature includes the brand logo, personal details, and contact information, together with a standard legal disclaimer. The email signature should be installed as the default signature. Email should be set out as follows in 12pt Arial Bold and Regular, as indicated: (a) Name (minimal requirement) (b) Title (minimal requirement, staff can choose which to include) (c) Direct phoneline (minimal requirement) In addition, the following information will be embedded on each email together with a standard legal disclaimer: (a) General phoneline (b) General faxline (c) Textphone number (d) Full address with postcode (e) Website address (f) Disclaimer
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Katastrophy Korsets logo 300 pixels wide
Personnel's name and title
Brand name and address details Contact details
Legal disclaimer
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Corporate stationeries Brand stationery is intended to promote clarity through the use of simple layouts and clear typography. The font used throughout is Octopus 300. All print colours are derived from brand logo, resulting in a one-ink (Key kolour) printing process required on stationery such as letterheads, complimentary slips and business cards.
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Letterhead
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A4 Letterhead 5mm border
Letterhead, alternative version. For more cost-saving, documentation purposes .
Name card
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Complimentary slip
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Stationery mockup
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Photography
High quality photography is a vital element in the Katastrophy Korsets' visual communications. Commissioned photography must highlight the product use of Katastrophy Korsets and ideally project the right tone/ image as the brand's identity. Such photography should be of a uniformly high standard and that a photographer is carefully briefed as to the type of the image required. It is important that issues such as lighting, contrast, orientation (portrait and landscape) and croppping are understood, thus enabling the widest possible scope of applications. When commissioning photography specifically for use in literature and publications, it is advisable to obtain input and feedback from the designer who will be working on the project to ensure the highest possible level of visual impact.
Guidelines: -Photography must be at least 300dpi at the size expected to print to maintain integrity of the photos. -Must use imagery which is not visibly dated. -Photography must only depict corsets from Katastrophy Korsets.
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Advertising poster format Guidelines below are for advertising poster purposes: -Photography must be at least 300dpi at the size expected to print to maintain integrity of the photos. -Must use imagery which is not visibly dated. -Photography must only depict corsets from Katastrophy Korsets. -A specific colour scheme is preferred, which is either grayscale and/or muted colours. Examples can be seen in the following page. -A specific styling of photography is ideal, prefereably studio photography with edgy, chic, androgynous theme. -Text and logo must be clearly seen on photograph/ poster. If both are on dark background, use negative variation; positive variation on bright background. -Logo must be situatied at either one of the four corners of the poster using appropriate spacing. -Text must be situated next to the subject/ product, and not overlapping with other objects in the background is ideal for higher readability.
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Samples *Images here are for referencing and example purposes. All credits belong to the rightful owner.
Image from Dior: Ruven Afanador (photographer) Gabriel Moginot (model) Corset by Gabriel Moginot
Image credits: Remi Kozdra & Kasia Baczulis (photographer) Corset by Mr Pearl
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