BRAND IDENTITY MANUAL
TABLE OF CONTENTS
2
INTRODUCTION
SYMBOLS
STATIONARY
4
Message from the Creator
Symbol Meaning
26
Business Card
5
How to use this Manual
10 11
Symbol Arrangement
28
Letterhead
6
Mission Statement
12
Brand Mark Variations
30
Envelope
7
Vision Statement
15
Brand Mark Usage Within Graphics
32
Postcard
16
Clear Space
18
Sizing
19
Improper Use Of The Brand Mark
20
Tagline Usage
22
Logo Type
23
Color
MARKETING
PACKAGING
WEBSITE
36
Newsletter
48
Apparel Tags
56
Home Page
38
Magazine Advertisement
50
General Packaging
58
Catalogue Page
40
Billboard
52
Limited Edition Packaging
60
Product Page
42
Convention/Tradeshow Display
62
Contact Page
44
Convention/Tradeshow Give Aways
3
INTRODUCTION
MESSAGE FROM THE CREATORS In November 2014, illustrators/graphic designers Emma Letter and Jonathan Hamelburg developed the idea for fandemic. The plan was to deliver a line of apparel that embodied the purpose and focus of a well-established brand while still maintaining the creative freedom and expressive nature congruent with illustration. Fandemic aims to provide an exstensive variety of unique designs/concepts that follow along side a multitude of fandoms. These include but are not limited to comics, movies, television, and videogames. This will provide an avenue in which a wide range of people can express the things they love without ever feeling like they are simply just a walking advertisement.
4
INTRODUCTION
HOW TO USE THIS MANUAL Adhere to the guidelines laid out to preserve the brand image.
• Use trademark logos and images.
• Don’t modify.
• Follow spacing and placement.
• Use approved color and type.
• Ask brand specialist whenever unsure.
5
INTRODUCTION
MISSION STATEMENT Fandemic provides fanwear apparel and accessories with unique concepts and styles. Our products provide a way for our customers to express and share their love for fandoms in a creative manor that makes them proud to be a part of the fandemic community. Additionally, we aim to deliver an easily identifiable brand through the integration of our company’s logo and trademark elements into all fandemic products.
6
INTRODUCTION
VISION STATEMENT Fandemic actively builds a community around our website as a place for people to continuously connect with others who share common interests as well as discover new ones. Fandemic will be a lifestyle brand for the modern day fanatic.
7
symbol
SYMBOL
SYMBOL MEANING The fandemic symbol is a combination of three things that collectively represent our brand. Foremost, it is the infinity symbol to represent the unlimited possibilites in regards to artwork/fandoms. Second, it is an abstraction of a mask to symbolize living vicariously through the iconic characters that are common amongst the variety of fandoms. Lastly, it mirrors elements from the maori symbol for community to represent a strong belief in building a community of like-minded fanatics.
10
SYMBOL
SYMBOL
LOGOTYPE
SYMBOL
LOGOTYPE
SYMBOL ARRANGEMENTS The Fandemic brand mark has three approved variations. The symbol may be used on it’s own without the fandemic logotype as shown on the left page. It may also be used in a stacked and linear orientation as shown above.
11
SYMBOL
BRAND MARK VARIATIONS Unless being used as a supporting element within a specific graphic, the brand mark must be utilized in one of the following variations.
12
SYMBOL
13
SYMBOL
14
SYMBOL
BRAND MARK USAGE WITHIN GRAPHICS The Fandemic mark was created with versitility in mind. This comes into play mainly when being used as an artistic element that is part of a graphic. In this case, the symbol and logotype may be utilized in whichever manor best suits the accompanying artwork. In the interest of preserving the fandemic brand as well as the artwork, it is encouraged that a brand specialist work in conjuction with the artist to ensure the best possible result.
15
SYMBOL
CLEAR SPACE The following guidelines discuss how to determine the “clear space” (space around the brand mark), thereby emphasizing the brand mark. The recommended spacing surrounding the brand mark is the minimum distance that is required between the brand mark and any other visual element such as text, illustration, photography, borders, etc. The cap height of the logotype as indicated as “X.” The closest any element may appear to the logo is “X.”
16
SYMBOL
X X
X X
X
X
X
X
X X
X X
17
SYMBOL
SIZING The Fandemic brand mark may be increased to any properly scaled proportions without the risk of compromising its integrity. However, when reducing the brand mark, anything below a (1/2� Height) x (the relating scaled width) starts to risk losing the legibility of its elements.
1/2 in.
1/2 in.
18
1/2 in.
SYMBOL
IMPROPER USE OF THE BRAND MARK
Do not rotate individual elements.
Do not seperate or remove elements.
FANDEMIC Do not alter typeface or color pallette.
Do not stretch or skew in any way.
19
SYMBOL
TAGLINE USAGE When the brand mark is being utilized for marketing purposes such as magazine ads, bilboards etc.
graphic tees & accessories
TAGLINE
20
graphic tees & accessories
fandemic.com
fandemic.com
TAGLINE
SYMBOL
X X
X graphic tees & accessories
X
fandemic.com
X
X
X
graphic tees & accessories
X
fandemic.com
21
SYMBOL
LOGOTYPE The typface utilized within the brandmark is “cocon,” and is reserved only for the pre-determined uses of the Fandemic brand mark.
COCON ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
22
SYMBOL
COLOR
PANTONE 375 C
PANTONE 1235 C
CMYK = 46, 0, 100, 0
CMYK = 82, 57, 66, 62
RGB = 151, 202, 61
RGB = 26, 50, 47
HEX = #95D600
HEX = #19322E
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stationary
STATIONARY
BUSINESS CARD Fandemic’s business card is primarily handed out at trade shows to other companies within a free gift bag. Paper Stock: 100lb Doublesided Semigloss
26
STATIONARY
3 in.
2.5 in.
graphic tees & accessories
1–800–326–3364
info@fandemic.com
3364 Main Street
fandemic.com
Tampa, FL 33505
27
STATIONARY
LETTERHEAD Fandemic’s letterhead is to be used for company issued statements and letters. When mailed, the letterhead should be shipped in the company envelope. Paper Stock: 60lb Singlesided Matte
28
STATIONARY
8.5 in.
graphic tees & accessories
fandemic.com
SAFE AREA Top & Bottom = 2” margins Left & Right = 1.5” margins
11 in.
fandemic.com
1–800–326–3364
info@fandemic.com
29
STATIONARY
ENVELOPE Fandemic’s envelope is to be used for letters shipped by the company. .125 in. margins on all sides
30
STATIONARY
9 in.
4 in.
Fandemic 3364 Main Street Tampa, FL 33505
Stamp goes here
1.25in.
University of Tampa 401 W Kennedy Blvd Tampa, FL 33606
31
STATIONARY
POSTCARD For each shipped purchase, a postcard with a handwritten message will be enclosed in the shipping container with a “thank you for purchase� message. Measurements should adhere to the US Postal Service requirements, which are labeled on the postcard sample provided on the right page. Paper Stock: 100lb Doublesided Semigloss
32
STATIONARY
4.25 in.
6 in.
2.75 in.
Stamp goes here
3364 Main Street fandemic.com
1.25in.
Tampa, FL 33505
1–800–326–3364
info@fandemic.com
Barcode & Postal Markings
.625 in.
33
MARKETING
34
MARKETING
marketing 35
MARKETING
NEWSLETTER Fandemic’s newsletter is emailed weekly as an embedded image to people who signed up via the website. It will feature upcoming designs, a featured artist, and news relevant to Fandemic. The newsletter will also offer exclusive discounts for subscribors. The newsletter’s margins are .5 in. on all sides and .25 in. between newsletter sections. The headers will be written in all capital letters in Helvetica Neue Regular 15pt, and the body copy will be Helvetica Neue Regular 11pt.
36
MARKETING
8.5 in.
LATEST OUTBREAK UPCOMING DESIGNS
11 in. FEATURED ARTIST
NEWS Starting this week, Fandemic is launching a new design contest for fresh new t-shirt designs. The contest involves crossing over your favorite video game and tv show characters into a single graphic to be produced for our winter line. For more details visit our website at www.fandemic.com/contests.
Kate Carleton is this weeks featured artist. She is an up and coming comic book artist out of Tampa, FL. Visit her website below to see more of her work. www.keelhaulkateart.com
For the last couple of months, the illustrators at Fandemic have been working hard on some new exciting designs to release for our permanent line. On December 1, just in time for holiday shopping, we will begin releasing these new designs. Above under our Upcoming Design section is a sneak peak on what you have to look forward to.
10%
OFF ENTIRE PURCHASE
ENTER FOLLOWING CODE AT CHECKOUT
NL3664
Š 2014 fandemic. All rights reserved.
2.5 in.
37
MARKETING
MAGAZINE ADVERTISEMENT The Fandemic magazine ad will run in the magazine Game Informer because our target market subscribes to this magazine and Game Stop provides a free subscribtion to their power rewards card holders. Margins are .5 in. on all sides.
38
MARKETING
8.5 in.
10% OFF OFF 10% entire purchase next entire purchase
11 in.
graphic tees & accessories
fandemic.com
39
MARKETING
BILLBOARD Fandemic’s billboard will be placed on major highways featuring the latest shirt design and the approved company logo with the tagline.
40
MARKETING
48 ft.
14 ft.
graphic tees & accessories
fandemic.com
41
MARKETING
CONVENTION/TRADE SHOW DISPLAY Though an ecommerce company, Fandemic will visit comic conventions and trade shows to promote the company and sell a selection of shirts. These conventions and trade shows will range in theme such as comics, anime, and artist conventions. At each convention and trade show a backdrop will hang behind the company table to identify the company and display current artwork offered on shirts.
42
MARKETING 6 ft.
1.5 ft.
8.5 ft.
6 ft.
2.5 ft.
43
MARKETING
CONVENTION/TRADE SHOW GIVE AWAYS When attending conventions and trade shows, Fandemic will hand out a bag of free items in order to gain free advertising as people use the items given to them. These items include a sticker sheet, buttons, and a shirt in our company Pantone 375 color with the Fandemic logo.
44
MARKETING
graphic tees & accessories
fandemic.com
45
PACKAGING
46
PACKAGING
packaging 47
PACKAGING
APPAREL TAGS Each fandemic apparel item will come with a hang tag with our company logo. The logo will be a sticker that customers are encouraged to stick on laptops, folders, or whatever they fancy. Tags have a .125 in. margin on all sides. The hole punched will be .25 in. in diameter.
48
PACKAGING
4.5 in.
1.5 in.
4 in.
3 in.
49
PACKAGING
GENERAL PACKAGING Fandemic products will be shipped in a cardboard tube so that all forms of products can fit within a single packaging. Apparel items and prints will be rolled up, while accessory items will be placed inside with padding to ensure a safe delivery.
50
graphic tees & accessories
fandemic.com
PACKAGING
4 in.
11 in.
51
PACKAGING
LIMITED EDITION PACKAGING Along with the general packaging, Fandemic will also release limited edition items with specialized packaging. This packaging will be a folder with a di cut panel on the front to feature a print of the artwork on the shirt purchased. Also, the compartment housing the shirt can also be used for the customer to store binders, papers, and other materials later on so that the packaging is not just thrown away and provides marketing for our company. The folder will be secured with a translucent strip of vinyl with Limited Edition printed on it. The folder will be made out of 100lb C1S double sided coated paper stock with eco-friendly soy ink. This goes along with the sustainable-driven nature of this packaging.
52
PACKAGING
INSERT PRINTED ARTWORK HERE
LIMITED EDITION
DI CUT PANEL INSERT DYECUT PANELFOR FOR INSERT
1.5 in.
REMOVEABLE PLASTIC SLEEVE
10 in.
12 in.
1 in. (depth)
53
website
WEBSITE
HOME PAGE Fandemic wants to deliver a clean, clutter-free webpage easy for visitors to navigate. The fandemic website is sized for a 1000px x 700px format; however, it will adjust for the size of the user’s screen. The logo placement, menu, and footer will remain consistant on all website pages. The company green (pantone 375) at a 10% opacity will always remain the website background while featuring an illustration between 15%–20% opacity on the multiply transparency. The catalogue page is the only exception. All web writing is written in Helvetica. The top portion of the site’s homepage will feautre a banner announcing the latest event or news. The bottom portion will showcase the newest, popular designs.
56
WEBSITE
57
WEBSITE
CATALOGUE PAGE The Fandemic catalogue page allows visitors to sort products by apparel or accessories, gender/kids, the different lines offered, or garment color. The selected option will always appear on top bolded. Designs will be shown at minimum in a three by three format at the 1000px x 700 px size. If the browser width expands, the catalogue will expand to a four by three format instead. Each design will state the artwork’s title, artist, and price.
58
WEBSITE
59
WEBSITE
PRODUCT PAGE Like the rest of the site, Fandemic’s product pages are designed to be quick and easy for placing orders. Here customers will pick size, gender, color, and quantity. They will also have the option to share our shirt on their various social media websites, including Facebook, Twitter, Tumblr, GooglePlus, Instagram, and Pinterest. In the background, the artwork on the product will be featured at a 15% opacity.
60
WEBSITE
61
WEBSITE
CONTACT PAGE Fandemic loves hearing from its community with any problems, concerns, new ideas, successful purchases, or just to say hi. We set up a contact page for users to easily type a message to our company directly from our webpage by just providing their name and a reply email address.
62
WEBSITE
63