Vie Style Guide

Style Manual / Spring 2012

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PUBLICATION INFORMATION

Trim Size LuLu A4 8.264 x 11.694

Publication Name

Designers Alyssa Bastien (Art Director) Sophia Brownlee Jing Jian Caitlin Workman

The Meaning Behind “Vie”

Vie

v. to strive ambitiously and passionately towards your goals.

Concept The wellness and lifestyle magazine for the smart, modern woman. We are not your average pop culture magazine centered on quick fix fitness goals and filled with skinny-girl thinspirations, we are writing to the new subculture of women who choose strong over skinny, wit over gossip, balance over obsession. Our sarcastic copy and refined design aesthetic relates to the growing audience of the young, professional woman, who is athletic as well as stylish, and who has long-term life goals as well as short term ambitions.

Our magazine is made for the woman of today, her fitness regime, her new eating habits, her career goals. We want to help inspire her with everything from articles about being more socially aware to tidbits of encouragement to get through life challenges. We encourage happiness and peace of mind. And a little bit everything in between to help her live the healthiest, balanced life. We are realistic and sassy, we are always writing to our equal, and we never suggest anything we wouldn’t try ourselves.

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CONCEPT

WE ARE Fitness fitness trends, gear spotlights, realistic exercises, reader athlete features Self Improvement home improvement, finances, career development, time management, organizing Adventure social activites, social awareness, new fun outdoorsy/activites to try, places to go, restaurants/bars/boutiques, places to explore, zest for life, passions Wellness food, health, beauty

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TO SUGGEST

DEFINED WORDS Aspire verb To have a great ambition or ultimate goal To desire strongly Inspiration noun Divine guidance or influence exerted directly on the mind and soul of humankind.

Stimulation of the mind or emotions to a high level of feeling or activity.

Potential adjective Having possibility, capability, or power The inherent ability or capacity for growth, development, or coming into being Adventure noun/verb To venture upon; undertake or try.

To take a risk; dare.

To proceed despite risks Style noun A comfortable and elegant mode of existence

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TO SUGGEST

THIS NOT THAT Confidence not beauty Strength not skinny

Lifestyles not “Lose Ten Pounds�

Trends not Quick Fix

Social Awareness not Drama Stories Time Management not Shopping Personality not Glamour

Blog/Web not Celebrity/TV

Intelligence not Fluff Stories DIY not Store Bought

Philosopy, Logic, Science,

Outdoor, Modern, Motivational Wit not gossip

Balance not obsession Brains not Bimbo

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WHAT MAKES US DIFFERENT

WHAT OUR AUDIENCE WILL RESPOND TO Voice of the Magazine “Trainer Friend” Informative and approachable copy Stories that are useful and interesting Clear, defined, and dynamic structure Applicable ads Clean, great, and simple photography Adventure

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TARGET DEMOGRAPHIC

Gender Female

Age 20-35

Educational Level College Graduate

Income Level $40,000+

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AUDIENCE PERSONA

Jill Jill is a first time homeowner, lives ten minutes from downtown with her long-time boyfriend. She shops at Forever 21 and Anthropologie, J Crew and Underarmour, Halls and Trader Joe’s.

Jill appreciates a good deal but loves to splurge a little on accessories. She majored in accounting at a state university, was a member of a sorority, and scored well on her CPAs. Vacations with her dog Theo and boyfriend in Colorado, loves hiking and scuba diving, runs three miles everyday and is a long-time member of Lifetime Fitness. Jill guiltily reads cosmo but also Ftness and likes to take a gander at her boyfriends’s GQ. Loves pinning wedding stuff on pinterest. She appreciates trashy reality television but loves watching The Bachelor, does cycling with her girlfriends every Saturday morning. Jill grows window plants and is an avid recycler, tries to eat organic.

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AUDIENCE PERSONA

Anna Anna has been married three years, with a dog named Oliver. She is a designer, went to state art in-state school. Wears business pants

and cute tops to work, and sassy heels. Always reading a new book, Anna reads Stephanie Meyer books but refuses to admit it in public.

She has a chicken salad with dressing on the side but appreciates the tasty work cupcake once in a while. She keeps trail mix at her

desk and likes to flip through her latest read at lunchtime. Spends too much money on shoes, and it’s something she and her husband don’t

talk about. Anna enjoys home-improvement projects, just redid her

kitchen backsplash with some help from her husband. She hates that Oliver lets the squirrels eat her blueberry bushes .Anna is a member

of her work gym, goes to different fitness classes or runs on the track

after work. She loves meeting her girlfriends for happy hour at Power and Light. She is hoping to have a baby in the near future.

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FINAL TABLE OF CONTENTS

DEPARTMENTS Fitness Healthy Body: Strong and Fit Stability and flexibility is as important to reaching your fitness goals as healthy eating and being active.

The Traveling Runner Making the commitment to maintain your workout schedule even when you’re on the road.

Wellness Staying Local The growing locavore culture is taking over the country. Learn about shortening the distance from farm to table and ways to support your local farmers.

Healthy Summer Salads Simple and easy to prepare recipes that will liven up your weekly office lunch.

Adventure VIE Spotlight: Christy Mahon Colorado native Christy Magon became the first woman and the seventh person ever to ski all 54 of Colorado’s 14,000-foot mountains.

Essentials Simplify Your Work Life Declutter and organize your desktop, laptop, and cell phone.

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FINAL TABLE OF CONTENTS

FEATURES Fitness

Adventure

Cycle Science Cycling has grown in popularity. This low-impact sport has a wide following on the trails and in the gym. This is a thorough introduction into cycle science.

Backwoods Woman Jennifer Mull, CEO of Backwoods Inc. is an avid adventurer and has developed her business into nine adventure retail stores across the nation.

How to be Confident at the Gym Though it’s easy to be intimidated at the gym, it’s important to recognize ways to overcome these fears and make that commitment to working out and to your fitness goals.

Essentials

Wellness Homeward Bound The idea of a “staycation” is an adventure that can offer a muchneeded break from the stresses of everyday life without the financial and time commitment of going away from home.

The New, Modern Woman Driven, ambitious, and non-traditional, the new, modern woman is breaking boundaries at the office and redefining what it means to be a wife, mother, and professional. Read interviews from five women who embody this new attitude and lifestyle.

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VISUAL RESOURCES

Patagonia Title 9 North Face Crate and Barrel CB2 West Elm Athleta Nike Underarmour Trader Joes Whole Foods

Anthropologie J. Crew Gap Francesca’s Carve Designs Tom’s Shoes Express Target World Market TJ Maxx

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WHO WE ARE

Cosmo

Self

Shape

Women’s Health

Title Nine Athleta Experience life North Face Patagonia Underarmour Adidas

Mountain Hardware Marmot Nike

Women’s Bodybuilding

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PUBLICATION INFORMATION

Color Palette

c: 0 m: 0 y: 0 k: 100

c: 5 m: 2.2 y: 3.4 k: 0

c: 100 m: 98 y: 7 k: 2

c: 0 m: 0 y: 0 k: 100

c: 20 m: 0 y: 9 k: 0

c: 0 m: 93 y: 91 k: 0

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LOGO

Logo

Invented Typeface Black c: 0 m: 0 y: 0 k: 0 Italic serif type suggests movement and sophistication. The boldness of the mark contrasted with the delicacy of the points suggest a modern femininity.

Icon

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ILLUSTRATION PALETTE

3

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MOOD BOARDS

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MOOD BOARDS

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GRID top gutter: 3p0

inside gutter: 6p0

column: 4p2.376

column: 6p2.885

hangline

gutter: 1p0

outside gutter: 6p0 page dimensions 8.264 x 11.694

baseline: 3p0

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DEPARTMENT TYPE PALETTE General Flag

All caps Berthold Akzidenz

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august 2012

w e l l n e s s S TAY I N G L O C A L

Grotesk | lowercase green Walbaum Italic 6pt

LOCALHARVEST www.localharvest.org

Department Flag

Features an extensive search-by-ZIP database of farms, CSAs, farmers’ markets, restaurants and co-ops, as well as an extensive online store.

Lowercase green Walbaum Italic 6pt

CHEFS COLLABORATIVE www.chefscollaborative.org

All caps black

A nonprofit organization created to help restaurants run healthy, sustainable operations. A great source for finding restaurants commited to local foods.

Walbaum 7pt 10 tracking

Department Title

All caps Walbaum Italic 22pt

DEPARTMENT TITLE

.15 pt stroke

Intro Text

Berthold Akzidenz Grotesk 8pt / 12pt leading

Author Byline

Berthold Akzidenz Grotesk Bold 8pt / 10pt leading

Body Text

Berthold Baskerville Book Regular 10pt / 14pt leading

Side Bar

HEADING: All caps Berthold Akzidenz Grotesk bold 7pt BODY: Berthold Akzidenz Grotesk bold 6pt

Numbers

Bold Georgia 30pt

Introduction Text. Big buildings and heavy traffic don’t preclude tasting regional produce, supporting small farms, and eating like a local. More and more people these days— not just chefs —are developing an appreciation for farmers’ markets. In fact, some of these local spots are even becoming tourist attractions.

GREEN PEOPLE www.greenpeople.org This useful compendium offers searchable listings of CSAs and co-ops, as well as a host of other “eco-friendly and holistic health products.”

REAL PEOPLE EAT LOCAL www.realpeopleeatlocal.com Features an extensive guide to eating locally, including tips and etiquette. A great primer for beginners.

Joseph Hart

Talk to folks who eat locally grown foods and eventually you’ll hear the Tale of Two Tomatoes. It goes something like this: One tomato grows up in a distant field with thousands of siblings in dirt that’s soaked in chemical fertilizers. He’s bred for uniformity and durability. (He’s bound for a supermarket a thousand miles away.) He’s spritzed with bug sprays and herbicides, and he’s picked when still unripe and boxed up for the truck. Poor guy doesn’t taste that great.

1 2 3

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EXAMPLE DEPARTMENT

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FEATURE TYPE PALETTE General Flag

All caps Berthold Akzidenz

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feature BACKWOODS WOMAN

august 2012

Grotesk | lowercase green Walbaum Italic 6pt

Feature Flag

Lowercase black Walbaum Italic 6pt All caps black Walbaum 7pt 10 tracking

Feature Title

All caps Walbaum Italic 30pt

BACKWOODS WOMAN

.15 pt stroke

BY MEDA KESSLER Intro Text

Walbaum Italic

For Jennifer Mull, CEO of Backwoods Inc., a day at the office could include anything from signing off on a new line of backpacks to climbing

8pt / 12pt leading

the highest mountain range in the Alps. And yes, there are the ubiquitous phone calls and e-mail in between.

Author Byline

Walbaum Italic

Body Text

Berthold Baskerville Book

11pt

Regular

“...IT’S MORE ABOUT MAKING

10pt / 14pt leading

SURE OUR CLIENTS GET

Callout Quote

All caps Walbaum Italic

THE MOST OUT OF A TRIP

Page Numbers

first spread has Georgia bold

15pt / 26pt leading

150pt page numbers

WITHOUT WORRYING ABOUT A LOT OF DETAILS.”

35

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EXAMPLE FEATURE OPENING

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EXAMPLE FEATURE

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COVER 50%

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THUMBNAILS

Jing

Jing

Jing

Jing

Sophia

Alyssa

Sophia

Caitlin

Alyssa

Alyssa

Alyssa

Alyssa

Alyssa

Caitlin

Caitlin

Caitlin

Caitlin

Caitlin

Jing

Jing

Jing

Jing

Jing

Sophia

Sophia

Sophia

Sophia

Jing

All

Caitlin (Left) / Alyssa (Right)

Jing

Sophia (Left) / Jing (Right)

Jing

Sophia

Sophia

Caitlin

Alyssa

Sophia

Jing

Jing

Alyssa

Jing

Alyssa

Caitlin

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DIVISION OF LABOR

Alyssa Bastien

Sophia

Department: Staying Local Feature: Homeward Bound Group Feature:The New Modern Woman; Jill Bastien Department: Healthy Summer Salads Ad: J Crew Ad: Target Subscriptions

Motivational Spread Contributors Page Department: Vie Spotlight: Christy Mahon Feature: Backwoods Woman Group Feature:The New Modern Woman; Kasha Koch Department: 10 Tips for the Travelling Runner Department: Best of the Best Backpacks Ad: Madewell

Design Brief 1+2 Final Style Manual Put spreads together for print

Design Brief 1 Final Style Manual Put spreads together for print

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DIVISION OF LABOR

Jing Jian

Caitlin Workman

Cover Back Cover Opening Page Title Page Feature: How to be Confident at the Gym Group Feature:The New Modern Woman; Ampersand Design Studio, Anna Kohl Motivational Spread Ad: Anthropologie Ad: KitchenAid Department: Superfoods Department: Healthy Body: Strong and Fit

Logo Motivational Spread Feature: Let’s Spin: The Science of Cycle Group Feature: The New Modern Woman; Lauren Workman Department: Simplify Your Work Life Next Issue Ad: Camelbak Ad: Pearl Izumi Shoes

Design Brief 1+2 Final Style Manual Put spreads together for print

Design Brief 1 Final Style Manual