RAF SIMONS Fall 19
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GRAPHIC IDENTITY GUIDELINES
CONTENTS 1. Purpose 2. Inspiration 3. Logomark a. Primary Mark 4. Typography 5. Color 6. Photography 7. Idexical Usage
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PURPOSE INSPIRATION LOGOMARK TYPOGRAPHY COLOR PHOTOGRAPHY
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PURPOSE Raf Simons’ Fall/Winter 2018 line, “Youth in Motion,” explored themes of DECADENCE, EROTICISM, VIOLENCE, MOTION, YOUTH, and NARCOTICS in contemporary Europe. “SUBSTANCE,” a speculative Raf Simons Fall/ Winter 2019 line, responds to “Youth in Motion” by placing its study of narcotics subculture into the context of the United States’ working class. By establishing a new, yet ultimately derivative, tactical identity system, “Substance” probes the origins and nature of United States narcotics culture and its associated epidemics. The result is a new visual vernacular informed by the industrial and pharmaceutical origins of narcotics in the United States, interspliced with moments of absolute, aggressive decadence.
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The approach of this identity is tactical—a highly context-dependent form of guerilla advertising that uses indexical references similar to those shown on the garments of Simons’ “Youth in Motion” to establish meaning and continuity. The guidelines in this book give instructions for the application of the campaign’s visual identity. However, the contents of this book should be viewed as just that: guidelines. These are not commandments and are made to be broken by the user. Once this identity is in the wild, it will behave in unexpected ways, which is encouraged.
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INSPIRATION
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LOGOMARK This mark should be used as the primary focus of the campaign’s visual identity. It represents decadence, violence, industry, and disorder. 1IN.
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This mark should always be placed vertically as a diamond, with the head of the figure pointed upwards. This ensures consistency and clarity.
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TYPOGRAPHY HELVETICA NEUE LT STD (CONDENSED) In general, used for headlines and hypertextual references to draw attention or cause a reader to pause and consider.
Helvetica Neue LT Std Mostly used for running text and workhorse applications in print and on the web.
ITC AVANT GARDE GOTHIC Used only on the logomark.
Times New Roman Used on found documents as well as on manufactured items like pill bottles.
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COLOR Color is used very intentionally and sparingly for maximum visual impact. The colors here are suggested for any use case.
RED #D22330
ORANGE #F86539
YELLOW #F3EA53
GRAY #9B9D91
BLUE #3C7DAD
PURPLE #792B5A
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PHOTOGRAPHY Photography is a crucial element of this identity, and is used to communicate themes of decadence, sterility, and grime.
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INDEXICAL USAGE The identity is held together by indexical references to the SUBSTANCE line placed in highly specific contexts throughout the city. These references are deliberately cryptic, intended to evoke poetics when placed in the correct context and viewed by the right viewer. The examples included here are just examples—the identity can be implemented in any conceptually similar manner, in any conceptually similar location.
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INDEXICAL USAGE (CONT)
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