CO-DENTITY BRAND BOOK
PROBLEM STATEMENT
How
can we let young graduates present themselves in a professional, yet expressive and comfortable way?
SUBQUESTION
How to build the visual identity of CO-DENTITY and what is the philosophy behind it?
CONTENTS BRAND INTRODUCTION
6/7
TARGET GROUP
8/9
COLOR PALLETTE
10 / 11
LOGO
14 / 15 /16 / 17
TYPOGRAPHY
20 / 21
BUSINESS CARD
22
PACKAGING
23
LABELS
24
HANGTAGS
25
BRAND INTRODUCTION
MISSION Capturing common concerns of creative people we are creating clothing to chase after the career and co-operate with the company’s dress-code.
CORE VALUES We connect creative people in creative business by clothing and care about their career as well as comfort and personal style. A dress-code is a crucial component of a professional life.
VISION We want to collaborate with career-conscious creatives to make them feel comfortable in company’s community.
We want to create the channel between the professions and collaborate with our customers to capture their experience and share it with others.
6
7
TARGET GROUP Young male / female 20 - 30 years old Busy and productive Fashion lovers ( Timeless ) Income: 8,200 DKK (1,100 EUR) Shops at mid-range stores Getting ready for the work environment
8
9
COLOR PALLETTE
The color pallete that is choose, suits the image of CO-DENTITY. The ccombination of the colors are basic and minimalistic but in a professional way. CO-DENTITY wants to create a look that suits the business world but that also look young, energecic and fresh.
COLOR PALLETE
pantone 19-4010 total eclipse
Pantone 19-4305 Pirate black
Pantone 17-0942 Metal bronze
With this message the company wants to reach the right target group. This color pallete will be used in advertisments, the website, logo and also in the interior of the store.
10
Pantone 17-1506 WOOD (grey)
Pantone 11-0601 WHITE/blanc
11
LOGO CHARACTERISTICS
White or black logo with different choice of backgrounds. The logo represents the brands name co-dentity: CODE and identity. We will use the logo in advertiments, labels and commercials.
Backgrounds such as buildings, mannequins, streets, people and traffic. Gives an impression of the business life.
14
15
1/3
1/3
1/3
1/3
1/3
1/3
16
CO-DENTITY
1/3
1/3
when using the logo and the brands name, the space around it is crucial to give the logo its proper attention and space. There must be one third of the logos height in all directions for the proper spacing to be achieved. 17
LOGO TYPFACE
TYPOGRAPHY primary typface ABCDEFGHIJKLMNOPQ RSTUVWXYZ
Helvetica is one of the most popular typefaces of all time. The font is perfect for CO-DENTITY. Helvetica suits to our minimalistic style, the font is readable and easily to change.
abcdefghijklmnopqrst uvwxyz 1 2 3 4 5 6 7 8 9 10
ABCDEFGHIJKLMNOP QRSTUVWXYZ 1 2 3 4 5 6 7 8 9 10 ADAM.CG PRO is the typface we choose for our BRand name. it is inspired by the font futura. Adam.cg pro is sharp, clean and makes it suitable for headlines. This font suits our co-dentity because it’s only available in capital letters. It is minimalistic but different in a stylish way.
20
21
PACKAGING BUSINESS CARD see trough white paper bag CO-dentity
CO-DENTITY
matte grey background
brand name
Dionne Swinkels Branding and marketing +3283570232 dswinkels@cod.com
PACKAGING
logo/shiny black white shiny text
22
23
LABELS
TY
CO-dentity
NTI
Clothing labels
-DE
CO
CO-dentity
HANGTAGS
Different styles CO-dentity
Woven cotton
CO-dentity 24
25
THE MAKING OF CO-DENTITY
https://www.youtube.com/watch?v=F5u3gtNuF5Q&feature=youtu.be