TABLE OF CONTENTS CHAPTER 1 Brand Philosophy CHAPTER 2 Project Essence CHAPTER 3 Mood Boards CHAPTER 4 Colour Palettes CHAPTER 5 Logos CHAPTER 6 Specifications CHAPTER 7 Typesets CHAPTER 8 Contents CHAPTER 9 Supporting Elements
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BRAND PHILOSOPHY
BRAND PHILOSOPHY Aritzia is an innovative design house and fashion boutique.
Beautifully made clothes. Beautifully made experiences. For every woman. We're about individual style. We're obsessed by quality. And we think shopping should be fun.
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PROJECT ESSENCE
PROJECT ESSENCE This book will look at the many facets of the Aritzia brand This 180 page coffee table book will detail the journey the Vancouver based brand, Aritzia has gone on to become the Canadian fashion staple it is tody. The book will capture the brand essence and history and focus on the brand’s exclusive collections. The five key labels that form the brand: Wilfred, Babaton, TNA, Talula and Community will be looke at closely while the book will also feature the company's accessory collection, Auxilliary.
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MOODBOARDS
MOODBOARD
All collections connect deeply to the arts, interior design architecture, music and the great outdoors reflected in the brand moodboard
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COLOUR PALETTES
COLOUR PALETTES
CMYK +RGB values for the range of hues incorporated into the book and brand
C: 37.27% M: 45.71% Y: 100% K: 14.29%
C: 45.36% M: 53.09% Y: 98.87% K: 30.63%
C: 25.49% M: 18.86% Y: 43.69% K: 0%
C: 40.08% M: 24.03% Y: 44.28% K: 0.47%
R: 151 G: 121 B: 45
R: 116 G: 92 B: 38
R: 194 G: 190 B: 153
R: 159 G: 171 B: 148
C: 32.64% M: 32.83% Y: 61.54% K: 1.95% R: 175 G: 158 B: 115
C: 8.18% M: 6.1% Y: 27.99% K: 0% R: 234 G: 228 B: 191
C: 13.84% M: 6.69% Y: 27.51% K: 0% R: 220 G: 222 B: 191
Colour Palettes
C: 50.42% M: 28.81% Y: 35.92% K: 0.76% R: 134 G: 158 B: 157
C: 80.6% M: 64.9% Y: 58.77% K: 60.42%
C: 6.64% M: 28.52% Y: 27.73% K: 0%
C: 43.72% M: 75.65% Y: 85.11% K: 62.2%
R: 33 G: 46 B: 51
R: 234 G: 188 B: 172
R: 76 G: 39 B: 21
C: 1.95% M: 12.5% Y: 12.89% K: 0% R: 246 G: 223 B: 212
C: 36.72% M: 71.48% Y: 61.33% K: 24.61% R: 136 G: 79 B: 77
Colour Palettes
C: 21.34% M: 57.05% Y: 83.96% K: 5.39% R: 192 G: 121 B: 65
C: 10.55% M: 32.81% Y: 42.19% K: 0%
C: 30.48% M: 62.91% Y: 77.72% K: 16.5%
R: 225 G: 176 B: 145
R: 158 G: 99 B: 67
C: 38.36% M: 61.06% Y: 80.33% K: 28.07% R: 129 G: 88 B: 57
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LOGOS
OUR LOGOS The Primary + Secondary Logos and Their Usage The simple elegance yet eclecticism of the company is reflected in the Primary and Secondary Logos.
Primary Logo
The diverse yet cohesive aesthetic of the two logos communicate the fashion forward aesthetic of the brand.
Secondary Logo
Primary Logo
}
The primary logo consists of stylized cursive letters creating a wavy line. The original logo created in 2010 is used for the majority of deliverables especially when the deliverable calls for a high degree of brand recognition.
The minimum size for the primary logo is 1 inch wide.
Secondary Logo
}
The secondary logo is a standard character mark using a custom serif typeface in all-caps that communicates the fashion forward aesthetic of the brand. The second logo created in 2010 is used for a large portion of highly visible deliverables such as storefront signange.
The minimum size for the secondary logo is 0.75 inch wide.
Logo Integrity
The Primary and Secondary logos require a boarder of clear space to ensure visibility when used with other elements. Therefore it is important that this clear area remains free of any other elements. .
Tertiary Logos
We develop our own brands, treating each as an independent label with its own distinct aesthetic. As a group, they have a few things in common: premium fabrics, superior construction and an of-the-moment point of view.
DO’S Follow these rules when using any of the brand logos
Use black fill when the logo is placed on a white or low intensity and/or “light coloured” backgrounds
Use a white fill colour when the logo is placed on black or highly pigmented coloured backgrounds
Use black or’ white fill when uplacing on an approved cloured background that is a light, dark or a midtone
DONT’S Logos in their unaltered state are integral to the brand The logos that repreent the Aritzia brand have been beautifully crafted and thought out.Thus it is integral that the logos retain their design integrites and keep within the guidelines in this book.
Do not add any special effects i.e. glow, drop shadow, bevel or emboss, for any reason. Keep the logo pure.
Do not alter the colour of the logo outside of the palette unless otherwise agreed upon with our design team. Do not warp, or stretch the logo in any way.
Do not rotate the logo for any reason, in anyway
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SPECIFICATIONS
TRIM SIZE The final size of the book is 11x14 inches. The full bleed size is 11.25 x14.25 inches. The margins are set to 0.25 inches creating a 10.75 x 13.75 inch safe zone for content.
BLEED 11.25 x 14.25 inches
TRIM 11 x 14 inches
SAFE ZONE 10.75 x 13.75 inches
The final spread size is 22 x 14 inches with a full bleed size of 22.5 x 14.25 inches
The grid consists of 6 columns and 12 rows with 1/8 inch vertical gutters
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TYPESETS
TYPESETS
The Character +Paragraph Styles
THIS IS A TITLE These are the character and paragraph styles for the deck
Baskerville Italic 28pt/30 Leading
Futura Light 18pt/22 Leading 0.25pt Stroke
This is an example of body copy. The body is defined with the typeface Bell MT set at 11pt/13pt leading and kerning set to 15. The alignment of the body copy is dependent on the surrounding elements, contents and the
T
DECK
SUBHEADS
THIS IS A SUBHEAD
surrounding contents.
MAIN HEADS/TITLES Futura Light 60pt/72 Leading 1pt Stroke 25 Kerning
his is an example of body copy with a drop cap. The drop cap hangs 3 lines below the first. The body is defined with
BODY COPY Bell Mt 11pt/13 Leading 15 Kerning
DROP CAPS Bell MT 11pt/13Leading 15 Kerning; 3 Lines
the typeface Bell MT set at 11pt/13pt leading and kerning set to 15.
This is a pull quote in a handwritten font Hand Written Font
This is an example of a caption sett in cormont garam0nd typeface at 9pt/13 leading in italics
CAPTIONS Cormorant Garamond 9pt/12 Leading
THIS IS AN EXAMPLE OF GUTTER CREDIT TEXT
GUTTER CREDITS ITC Galliard STD (All Caps) 6pt/8 Leading
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CONTENTS
CONTENTS Page Count and Story List
Chapter 1: Our Story The first chapter outlines the brand’s history with descriptions, timelies and interviews with co-founder and CEO Brian Hill.
Chapter 2: Our Culture The content in Chapter 2 covers the company’s cultural aesthetic and building blocks: Art, Music, and InteriorDesign
Chapter 3: Our Style Chapter 3 includes content about all exlusive Aritzia collections, Fashion Editorials, Quotes, Interviews, Q&sAs, How Tos, Hot Items, Analogue Pieces, Lists.
Chapter 4: Backstage The fourth and final chapter reveals behind the content with photos, descriptive captions and interactive augmented reality content.
181 Pages The final publication will consist of 181 pages.
4 Chapters The book will feature 4 chapters a table of contents, and credits.
Infographics
Lists
Maps for different store locations Timeline to show history and evolution of the brand
Top Top Top Top
Educational Descriptions and information from the site to describe, and define different sections and aspects of the brand
How Tos A step by step image and short description of how to wear a trend
Analogue Pieces Collage, Print, Painting Take Away Piece 3D Printed Keychain
10 10 10 10
places to see inspirational websites songs of the moment season trends
Quotes Fashion Influencers Brian Hill Aritzia Designers + CEOS Aritzia.com Famous Quotes
Interview/ Q+A
Scannable Pages
Jamie Chung Brian Hill Aritzia Designers Inspirational women
Map Page = Google Maps Music Page = Spotify Art = Slide Show Backstage= Vide
1 Our Story 2 Our Culture 3 Our Style 4 Backstage
Ereptiorro ipitatur? Qhuiaytis mostestius Gnura. Nequiy re vels mi, nimin
THE BOOK
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Good things come to those who create.
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Gate Fold
And ask: If not now, when?
Gate Fold
Who imagine the impossible. And then get to work. In the beginning Aritzia is an innovative design house and fashion boutique.
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started Aritzia inside their 70-year-old department store in Vancouver. When Brian Hill opened the
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And the world awaits. Nowhere to go but everywhere.
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Beautifully made clothes.
Chapter 1
Beautifully made experiences.
Our Story
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For every woman.
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True luxury has a bett er product, but also a bet ter shopping experience.
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Chapter 2
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We're about individual style. We're obsessed by quality. And we think shopping should be fun.
Our Culture
#NowhereEverywhere
in 1984,
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Admiration.
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Since 2008, we’ve featured the work of original and exciting art photographers on the "canvas" of our shopping bags. Curating images from across an artist’s existing portfolio, we provide a novel platform for their unique creative vision. We’re proud to have helped propel the careers of now-prominent photographers like Ryan McGinley and Harley Weir, as well as many other up-and-coming talents.
Collaboration.
boutiques? Eclectic playlists curated by our in-house music director.
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An Ongoing Series
A love of art runs deep at Aritzia, and we pepper our stores with original paintings, sculpture and prints. Even our shopping bags serve as a canvas for creative expression.
Inspiration.
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We don't do cookie-cutter. Our architects and designers consider each boutique individually, creating a bespoke Dutch artist Vincent van de Wijngaard’s vivid pictures combine an investigative style with an appreciation for diverse cultures. He studied
natural materials, custom furniture and art. Find a Store
has since travelled to m]nd ambiguity.
Listen Now
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Gate Fold
As a group, they have a few things in common:
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Street. Sport. Art. Apparel.
Relaxed, irreverent and immersed in the current Aritzia is an innovative design house and fashion boutique.
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Fresh and bold, Talula creates playful pieces with a nod to the rebellious spirit.
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“Fresh and bold,
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Lifestyle essentials for the conscious consumer.
Talula creates
desert landscape, combining an earthy palate with natural fabrics and utilitarian detailing.
playful pieces with spirit.�
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Lifestyle essentials for the conscious consumer. desert landscape, combining an earthy palate with natural fabrics and utilitarian detailing.
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Gate Fold
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Aritzia is an innovative design house and fashion boutique.
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Chapter 4 Backstage
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Aritzia is an innovative design house and fashion boutique.
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Aritzia is an innovative design house and fashion boutique.
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independent label with its own creative team and aesthetic. independent label with its own creative team and aesthetic. As a group, they have a few things in common: independent label with its
Credits
Aritzia is an innovative design house and fashion boutique.
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own creative team and aesthetic. , they have a few the As a group, they have a few things in common: own creative team and aesthetic. , they have a few the As a group, they have a
independent label with its own creative team and aesthetic. independent label with its own creative team and aesthetic. As a group, they have a few things in common: independent label with its
own creative team and aesthetic. , they have a few the As a group, they have a few things in common: own creative team and aesthetic. , they have a few the As a group, they have a
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SUPPORTING ELEMENTS
SUPPORTING ELEMENTS Aritziathebook.com Several different types of supporting elments will be incorporated into the book. The finished product will include original illustrations, icons, physical and digital compnents to support the main content of the book
Layar AR App 3D Printed Keychain Analogue Layout Slipcase
3D PRINTED KEYCHAIN A unique takeaway piece The book will feature a custom shadowbox slipcase which will hold a one of a kind 3D printed keychain as a take away piece.
LAYAR APP Augmented Reality
Layar connects the digital world to the physical world. By using the the Layar Creator, a Aritzia the Book will feature print pages with interactive digital content. When the pages with a small mobile phone symbol are scanned with the app they will be taken to a digital version of the book with bonus static and dynamic content.
This mobile phone symbol will indicate which pages users are meant to scan to activate augmented reality content.