Esprit // Visual Standards Guide (GR604 Student Project) by Jooyoung (Eileen) Yoon

Visual Standards Guide

“Because when you feel good, you look good.” —Susie Tompkins Buell

Table of Contents

01 02 03

BRAND OVERVIEW Brand History

Brand Mission

Brand Keywords

VISUAL RESEARCH Brand Guide Inspiration

Look-a-like Logos

VISUAL GUIDE Our New Logo

Logo Anatomy

Logo Components

Logo Symbolism

Clear Space

Size & Scale

Logo Variations

Incorrect Logo Usage

Color Palette

Color Usage

Typography

Business System

THE NEW ESPRIT New Esprit World

Brand Overview Brand Overview introduces the history, mission statement, and main keywords of Esprit.

Brand History Brand Mission Brand Keywords

“We were kids of the sixties and really took responsibility for what we created.” —Susie Tompkins Buell

Brand History

Esprit is an international fashion brand that represents style and quality since 1968. With the vision of essential positivity, Esprit was founded in California by a couple, Susie and Doug Tompkins. Inspired by the revolutionary spirit of the 60s, the brand focused on togetherness. Tompkins couple first sold homemade clothing from the back seat of their station wagon. Right from the start, they embodied the Esprit values they held most dearly. As a result, the brand reflected a relaxed American West Coast lifestyle, creativity and a high social and ecological sense of responsibility. When the founders left the company, Esprit was rapidly expanding on an international scale. It was then they recording a long period of commercial success. The expansion had made Esprit one of the worldâ&#x20AC;&#x2122;s most successful and most profitable fashion brands. The success story of Esprit is based on delivering joy every day through laid-back tailored, high quality essentials and carefully selected fashion-forward pieces while staying true to its core values of sustainability, equality and freedom of choice.

BRAND OVERVIEW

BRAND HISTORY

Our mission is to encourage people to make responsible choices that positively impact others and the environment.

ESPRIT

VISUAL STANDARDS GUIDE

Brand Keywords During the research of the brand, we found that Esprit is far beyond the clothing business. Three keywords represent the spirit of Esprit. They are the key to the direction of New Esprit.

Caring

Develop a respectful and empathetic mind.

ESPRIT

VISUAL STANDARDS GUIDE

Knowing

Get informed and conscious of social and environmental issues.

BRAND OVERVIEW

KEYWORDS

Acting

Get actively involved to make a difference.

ESPRIT

VISUAL STANDARDS GUIDE

Visual Research Visual research helps to get inspiration and find out effective ways of delivering information visually.

Brand Guide Inspiration Look-a-like Logos

Brand Guide Inspiration Researching other brand guides is important because each brand took a different approach to show their brand identity. Some of them are more successful than others.

01 New Identity Introduction

The hierarchy of information is clear.

04 Logo Colors

Without indicating, they visually showed

It also visually shows what the main content is about. The layout is simple and bold.

the main color on a larger scale. The sample color combinations are a helpful guide to figure out which colors would work together and which colors wonâ&#x20AC;&#x2122;t.

ESPRIT

VISUAL STANDARDS GUIDE

02 Logo Anatomy

The Mennonite churchâ&#x20AC;&#x2122;s logo anatomy clearly displays how the brand logo is constructed. It also explains its various

03 Type Specs

applications as well.

05 Logo Donâ&#x20AC;&#x2122;ts

VISUAL RESEARCH

Showing both white texts on color and black text on white is a good way to show various usage. The way they listed the type is simple and clear.

The red diagonal/banning graphic elements visually help to understand the incorrect use.

INSPIRATION

06 Alternative versions of the logo

It clearly shows that there are two elements of their logo: the wordmark and the symbol.

Look-a-like Logos Researching on existing logos that are similiar is important as they help to avoid design overlaps. It also provides motivation for further development.

ESPRIT

VISUAL STANDARDS GUIDE

VISUAL RESEARCH

LOOK-A-LIKE LOGOS

Visual Guide Visual research helps to get inspiration and find out effective ways of delivering information visually.

Our New Logo Logo Anatomy Logo Components Logo Symbolism Clear Space Size & Scale Logo Variations Incorrect Logo Usage Color Palette Color Usage Typography Business System

Our new logo is created based on our keywords: caring, knowing, and acting.

ESPRIT

VISUAL STANDARDS GUIDE

VISUAL GUIDE

OUR NEW LOGO

Logo Anatomy The logo anatomy shows how our logo is constructed. Our symmetrical logo is consists of geometric and organic lines and shapes.

Our new logo was created with circles and straight lines. The letter “e” for the symbol and wordmark are the same but the “e” for wordmark is scaled down.

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VISUAL STANDARDS GUIDE

VISUAL GUIDE

LOGO ANATOMY

Logo Components The new logo consists of a symbol and wordmark. The elements can be used together as a signature or separately.

Symbol

Signature

Wordmark

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VISUAL STANDARDS GUIDE

Logo Symbolism The elements of the logo represent several meanings. It is a combination of the initial letter “e” and leaf-like organic shapes that symbolize nature, protection, and community.

Initial letter “e”

VISUAL GUIDE

Nature / Protection / Community

LOGO COMPONENTS

Clear Space The Esprit logos should always observe the requirements of minimum space. The “X” is the height of the central line of the symbol “e”.

Vertical Lockup

2X 3X

ESPRIT

VISUAL STANDARDS GUIDE

Horizontal Lockup

3X 3X

Wordmark

2X 3X

Symbol

3X 3X

VISUAL GUIDE

CLEAR SPACE

Size & Scale To ensure legibility and recognition of the logo, all the types of our logo should be displayed at specific sizes as indicated.

Minimum Size

ESPRIT

Digital: 30 px height

Print: .5 inch height

Digital: 45 px height

Digital: 15 px height

Print: .75 inch height

Print: .25 inch height

VISUAL STANDARDS GUIDE

Symbol

Vertical Lockup

Horizontal Lockup

Wordmark

(Height)

0.75" (Height)

0.5" (Height)

0.25" (Height)

Do not print logos smaller than this measurement.

VISUAL GUIDE

CLEAR SPACE

Logo Variations The logo versions shown demonstrate correct usage on a light or dark background. This standard should be applied to the horizontal signature.

ESPRIT

VISUAL STANDARDS GUIDE

60%

100%

At 60%, logo starts to lose its clear legibility. Use the white logo for darker surface. Color logo should be solely used in clean light background. Use black or white logo for grey or color background.

VISUAL GUIDE

LOGO VARIATIONS

Vertical Lockup

Vertical lockup is the main format of the Esprit logo. The size of the logo should be larger than 0.5 inches.

ESPRIT

VISUAL STANDARDS GUIDE

Horizontal Lockup

A horizontal format can be used when the width of the surface is twice as larger as its height and when the logo should be smaller than 0.5 inches.

Symbol

The symbol can be used on marketing products such as on t-shirt, hat, badges, and bag. It can be also used when the surface is not appropriate for logotype.

Wordmark

The logotype form should be used when the height of logo is smaller than 0.25 inches.

VISUAL GUIDE

LOGO VARIATIONS

Incorrect Logo Usage Here are some examples of how not to use the Esprit logo. Never attempt to distort or recreate any elements of the logo.

ESPRIT

VISUAL STANDARDS GUIDE

esprit 1. Do not substitute other typefaces in the signature

2. Do not add outline or drop shadow to the logo

3. Do not distort, stretch or change the proportions of the logo

4. Do not change angle of the symbol

5. Do not use white logo in light background

6. Do not use color logo in color or dark background

7. Do not use color or black logo in dark photograph, texture or pattern

8. Do not make two-color combinations.

9. Do not change position of elements of the logo

VISUAL GUIDE

INCORRECT LOGO USAGE

Color Palette Color represents our unique spirit and values. The colors of Esprit are friendly, inviting, and diverse. Specific colors from the palette can be used in our logos. The colors listed are never to be used as shades.

Esprit Yellow

Esprit Green Esprit Mint

Esprit Blue

Esprit Orange

ESPRIT

VISUAL STANDARDS GUIDE

Esprit Green PMS 7475 C

Esprit Mint PMS 572 C

Esprit Red PMS 7579 C

Esprit Orange PMS 715 C

Esprit Yellow PMS 1225 C

Esprit Blue PMS 549 C

Esprit Ivory PMS 7499 C

VISUAL GUIDE

COLOR PALETTE

C M Y

75 40 50

C M Y

35 0 25

C M Y

10 80 95

C M Y

0 55 95

C M Y

0 25 80

C M Y

60 25 20

C M Y

5 10 35

R G B

70 120

125

160 220

210

R G B

225 90

R G B

250 140

R G B

255 200

R G B

105 160

R G B

185

240 230

180

Color Usage Our color palette can be used in many color combinations. As a general rule, paired colors should have enough contrast by avoiding dark colors or light colors together.

Bad Color Combinations

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VISUAL STANDARDS GUIDE

Good Color Combinations

VISUAL GUIDE

COLOR USAGE

Typography Esprit uses two contrasting typefaces to represent the diversity of the brand. The typefaces support a wide range of applications. Use Freight Display Pro for large headings and FF Tisa Sans for subheadings, paragraphs, and small captions.

Esprit uses Freight Display Pro for headings and FF Tisa Sans for subheadings and paragraphs to show the diversity of the brand and friendly look.

ESPRIT

VISUAL STANDARDS GUIDE

Freight Display Pro is the display version of the typeface Freight Text. It is designed to be used at larger sizes for display and headline usage.

VISUAL GUIDE

Semibold

ABCDEFGHIGKLMNO PQRSTUVWXYZ abcdefghigklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+

Bold

ABCDEFGHIGKLMNO PQRSTUVWXYZ abcdefghigklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

Black

ABCDEFGHIGKLMNO PQRSTUVWXYZ abcdefghigklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+

TYPOGRAPHY

FF Tisa Sans is suited for editorial publishing and signage as well as screen design. The letter forms are open, friendly, and well spaced for running text with endearing personality.

ESPRIT

Light

ABCDEFGHIGKLMNOPQRSTUVWXYZ abcdefghigklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+

Regular

ABCDEFGHIGKLMNOPQRSTUVWXYZ abcdefghigklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+

Medium

ABCDEFGHIGKLMNOPQRSTUVWXYZ abcdefghigklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+

VISUAL STANDARDS GUIDE

Heading Subheading

Freight Display Pro Black 36/40 0 Tracking

FF Tisa Sans Medium 10/14 +10 Tracking

Paragraph 1

FF Tisa Sans Light 26/32 0 Tracking

Paragraph 2

FF Tisa Sans Light 8/12.5 +20 Tracking

FOOTER

FF Tisa Sans Regular 6.5/10 +70 Tracking

FOLIOS

FF Tisa Sans Regular 8/11 +100 Tracking

VISUAL GUIDE

TYPOGRAPHY

Business System Our stationery style is clean and simple to show minimalism. These are the examples of corporate stationery, which include placing the brand logos on a business card, letterhead, envelope, and notepad. The back of the business card can be filled with colors from our palette.

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VISUAL STANDARDS GUIDE

VISUAL GUIDE

BUSINESS SYSTEM

The New Esprit Visual research helps to get inspiration and find out effective ways of delivering information visually.

New Esprit World

New Esprit World Esprit is responsible to encourage more people to be aware of social and environmental issues and get involved in making efforts to make positive changes for better society. To achieve this mission,

Products

( PR01 ) Esprit Recycled Items Shop ( PR02 ) Esprit Volunteering App ( PR03 ) Esprit Zero Waste Packaging

Services

( SE01 ) Esprit Alteration Center ( SE02 ) Esprit Bathroom Tissue Subscription ( SE03 ) Esprit Book Rental

Experience

( EX01 ) Esprit Green Museum ( EX02 ) Esprit Green Camp for Kids ( EX03 ) Esprit Green Hobbies Day

Education

( ED01 ) Esprit Energy-Efficient Home Workshop ( ED02 ) Esprit Meatless Cooking Class ( ED03 ) Esprit Children Art and Craft Classes

Events

( EV01 ) Esprit Exchange Party ( EV02 ) Esprit Ethical Career Conference ( EV03 ) Esprit Conscious Talks

Co-branding

( CB01 ) Esprit Good Feminine Hygiene ( CB02 ) Esprit Farm Fruit & Veggie Delivery ( CB03 ) Esprit Animal Welfare

ESPRIT

VISUAL STANDARDS GUIDE

Act

Learn

we want to inform people and guide them.

New Ways to Care Our business expansion is all about new ways to care which can be defined in two categories: learn and act.

EX02

EV03

ED03

SE01

ED02

EV02

CB01

EX01

EX03

NEW ESPRIT WORLD

EV01

SE03

CB03

Learn

THE NEW ESPRIT

PR01

ED01

CB02

SE02

PR02

PR03

Act

( PR01 ) Product

The Esprit Recycled Items Shop is open to save our environment

Esprit Recycled Items Shop

and inspire friends and family. We only use recycled materials to produce our high-quality products such as stationery, jewelry, furniture, home and office products. The products can be more special to friends and family because they support solving envi-

A store providing inspiring products made with recycled materials or found objects.

ronmental issues we are facing. Esprit Recycled Items Shop reinforces our mission of encouraging people to make responsible choices by providing them opportunities for not only buying eco-friendly products, but also inspiring people around them. Similar to Zero Waste Products, EarthHero, Wild Minimalist Differentiators The Esprit Recycled Items Shop only uses recycled materials for its products and takes extra care in the production process to be ethical.

The Esprit Volunteering App connects people and organizations.

( PR02 ) Product

It helps people to get a chance to participate in volunteering.

Esprit Volunteering App

The users can start researching by selecting specific categoriesâ&#x20AC;&#x201D;including social and environmental issuesâ&#x20AC;&#x201D;that the users are interested in. The app provides all information such as date,

Stay connected to find volunteer opportunities in the local area.

time, location, skills, requirements, and possible benefits. Esprit Volunteering App reinforces our mission of encouraging people to make responsible choices by informing them of opportunities to participate and make a difference. Similar to VolunteerMatch, Create the Good Differentiators The Esprit Volunteering App sends out a notification to help the users keep track of the opportunity, updated announcements, and upcoming events.

ESPRIT

VISUAL STANDARDS GUIDE

( PR03 ) Product

Esprit Zero Waste Packaging is dedicated to reducing packaging

Esprit Zero Waste Packaging

waste and eliminating threats to human, animal, and plant health. We produce compostable, recyclable, and biodegradable products created from post-consumer waste paper or natural ingredients. Our products are craft paper, craft paper tape,

Replacing packaging waste with sustainable materials.

cardboard, containers, and paper labels. They are great for alternatives to plastic, vinyl, and styrofoam. We are open for individuals, groups, and companies who want to be a part of reducing packaging waste. Esprit Zero Waste Packaging reinforces our mission of encouraging people to make responsible choices by producing compostable and recyclable packaging materials that can be alternatives to plastic, vinyl, and styrofoam. Similar to Lifepack, Loliware, PulpWorks, Unwrapped Life, Avani Differentiators Esprit Zero Waste Packaging produces plant-friendly and safe products based on minimalism.

At the Esprit Alteration Center, we transform used clothing into

( SE01 ) Service

reusable items such as tote bags, baby clothes, blankets, scarves,

Esprit Alteration Center

and pillowcases. The service is open to anyone willing to reuse their old clothes or fabrics instead of throwing them away. People can also have the opportunity to learn how to sew if they want to

A place that gives old unwanted clothing new life.

alter their clothing themselves. Esprit Alteration Center reinforces our mission of encouraging people to make responsible choices by providing them a chance to rethink and reuse their clothes through alteration services or clothing repair services. Similar to Real Simple, Reset, Thrifted Differentiators Esprit Alteration Center is not just for repairing old clothes. We transform them into other creative items.

THE NEW ESPRIT

NEW ESPRIT WORLD

( SE02 ) Service

Esprit Bathroom Tissue Subscription helps people to use less

Esprit Bathroom Tissue Subscription

toilet papers at home or the office. The amount of paper being delivered to the subscriberâ&#x20AC;&#x2122;s location is determined based on the information they provide, such as a number of family members and genders. The rolls are free from inks, dyes, and BPA. The

A way of reducing the usage of bathroom tissue to save our planet.

products are made with 100% recycled materials and they are wrapped in recycled paper instead of plastic. When a customer buys one roll, Esprit will give one roll for those in need. Esprit Bathroom Tissue Subscription reinforces our mission of encouraging people to make responsible choices by producing eco-friendly products and challenging the subscribers to reduce their usage of toilet paper. Similar to Amazon Subscribe & Save, Who Gives a Crap, Bippy, Toms Differentiators The Esprit Bathroom Tissue Subscription only delivers the determined amount of toilet paper every month. We also use reclaimed or recycled water for our production.

( SE03 ) Service

Esprit Book Rental believes that everyone should read books

Esprit Book Rental

be able to get the books they need without financial problems.

to improve their life quality. Moreover, everyone should We rent books for students who look for a cheaper way than purchasing books or students who cannot afford expensive

Renting books to support those in need while saving trees.

textbooks. The possible book rent period is up to a couple of years. Customers also can support underprivileged students by donating books or borrowing books for them. Renting books will save money and trees. Esprit Book Rental reinforces our mission of encouraging people to make responsible choices by providing book rentals to save trees and support low-income students. Similar to Campus Books, Book Lender Differentiators Esprit Book Rental provides an option for renting books for students who cannot afford expensive books.

ESPRIT

VISUAL STANDARDS GUIDE

( EX01 ) Experience

Esprit Green Museum is isnâ&#x20AC;&#x2122;t just a museum, it is an ongoing

Esprit Green Museum

exploration of environment. We are dedicated to creating a healthy environment. We aim to inspire learning, dialogue, and action. We offer exhibitions, events, classes, and other programming to educate the public about the natural environment and importance of conservation of nature. The visitors

A place to learn and experience healthy green environment.

will have a tactile experience. Esprit Green Museum reinforces our mission of encouraging people to make responsible choices by providing them different types of an environmental learning experience. Similar to Exploratorium, San Francisco Science Museum Differentiators The Esprit Green Museum was built from the ultimate in recycled materials. We focus on the environment and human interaction.

Esprit Green Camp for Kids provides children opportunities

( EX02 ) Experience

for encounters with natureâ&#x20AC;&#x2122;s wonders. We invite biologists and

Esprit Green Camp for Kids

environmental activists to teach children about nature with insights. We also want children to have environmental responsibilities while they are having fun. The possible programs

An outdoor activity where children feel about nature and learn about eco-conscious living.

are outdoor science education, organic gardening, and green living practices. Esprit Green Camp for Kids reinforces our mission of encouraging people to make responsible choices by providing them experience in nature and learning opportunities. Similar to Urban Ecology Center, Swift Nature Camp Differentiators The Esprit Green Camp for Kids teaches on true friendship, respect for nature, and global cultures.

THE NEW ESPRIT

NEW ESPRIT WORLD

( EX03 ) Experience

Esprit Green Hobbies Day allows adults to try out sustainable

Esprit Green Hobbies Day

hobbies with their friends, family, or new people at the event. Good hobbies improve creativity, physical strength,and reducing stress. The activities we recommend can be ways of saving our environment. We invite skilled knowledgeable experts from

A way to find a perfect hobby contributes to the conservation of the environment.

different fields to provide detailed information. Possible programs are organic gardening, repairing, alteration, board games, and outdoor activities. Esprit Green Hobbies Day reinforces our mission of encouraging people to make responsible choices by providing opportunities to try sustainable hobbies they can enjoy. Similar to Green Hobbies, Auckland Hobbies Fair Differentiators On the Esprit Green Hobbies Day, people can try all different types of activities. If attendees are happy with any specific activity, we also guide them to make their favorite activity become a real practice.

Esprit Energy-Efficient Home Workshop is open to adults who

( ED01 ) Education

Esprit Energy-Efficient Home Workshop

want to learn how to save energy at home. At the workshop, there will be hands-on instruction on how to install basic to advanced energy-saving devices. The workshop includes lessons, discussions, and sharing experiences. Energy-saving practices

Learn ways of cutting down on energy at home.

will lead people to save the environment and save money. Esprit Energy-Efficient Home Workshop reinforces our mission of encouraging people to make responsible choices by providing lessons on why they should save energy and how to save energy in their house. Similar to USEA, Patch Differentiators The Esprit Energy-Efficient Home Workshop provides detailed information/reviews about products and tools they might need.

ESPRIT

VISUAL STANDARDS GUIDE

( ED02 ) Education

Esprit Meatless Cooking Class educates about sustainable

Esprit Meatless Cooking Class

cooking, which is all about food choices and how they affect local sustainability, health, and the environment. The participants will learn ways of preparing a meal in a way that benefits their health and the whole planet. The focus is on teaching

Learn how to replace meat with other nutritional ingredients.

why eating less meat is beneficial and how to use other ingredients as a meat substitute in any recipe. Esprit Meatless Cooking Class reinforces our mission of encouraging people to make responsible choices by educating them on how eating meat can negatively impact our environment, and healthy ways of reducing meat in the diet. Similar to Frinklepod farm, Coursehorse Differentiators Esprit Meatless Cooking Class is not for vegetarians. The class is for beginners with eating less meat in their diet. We suggest nutritional and balanced recipes.

Esprit Children’s Art and Craft Class are for children who want

( ED03 ) Education

Esprit Children’s Art and Craft Class

to enjoy creating art while saving the planet. We provide sustainable, recycled, existing materials that children can use safely while having lots of fun. Being informed and creative are the core of the class. Avoiding buying new art supplies will also lead

Being creative with recycled materials while learning about social and environmental issues.

to money-saving. Esprit Children’s Art and Craft Class reinforces our mission of encouraging people to make responsible choices by providing them opportunities to learn about environmental issues and the ways of supporting them to solve the problems while having fun. Similar to We are teachers, Education.com Differentiators Esprit Children’s Art and Craft Class helps children to learn about social and environmental issues throughout the program.

THE NEW ESPRIT

NEW ESPRIT WORLD

( EV01 ) Event

Esprit Exchange Party is an event where attendees bring

Esprit Exchange Party

used items such as clean old clothing and accessories to the event. People can trade, barter, or donate their items to other attendees while getting some new stuff from them. People can play eco-friendly games and have organic snacks. The category/theme will be changed every month. The party can

Exchange unwanted items with new items.

be open to children for toy exchanges. Esprit Exchange Party reinforces our mission of encouraging people to make responsible choices by providing them a chance to exchange their unwanted items with other people instead of throwing them away. Similar to Goodwill, Prex Differentiators Esprit Exchange Party includes a broad range of items, and a wide range of age groups can participate.

The Esprit Ethical Career Conference allows people to find

( EV02 ) Event

Esprit Ethical Career Conference

any job that supports environmental and social responsibility. We could partner with The National Career Development Association and the American Ethical Union to provide information from trustworthy resources. We invite companies

A conference for people who want to get jobs tied to sustainability.

that conduct responsible practices in operating their businesses. The attendees learn what makes ethical practices and get the chance to meet one another, establish professional relationships, and discuss potential working opportunities. Esprit Ethical Career Conference reinforces our mission of encouraging people to make responsible choices by providing them opportunities to get knowledge about the importance of finding an appropriate job based on humanity and conservation of nature. Similar to Green America, Environmental Career Center Differentiators Esprit Ethical Career Conference introduces to ethical companies and invites their actual employees to hear about their real working experience.

ESPRIT

VISUAL STANDARDS GUIDE

( EV03 ) Event

Esprit Conscious Talks is devoted to spreading solutions to

Esprit Conscious Talks

event devoted to spreading solutions to social issues in the

social issues in the form of inspirational talks. It is a world-wide form of inspirational talks. We invite experts from many different fields to offer insightful lectures. Our goal is to ensure social well-beingâ&#x20AC;&#x201D;the positive state of our relationships, social stability,

Listening to the ideas about social well-being.

and social peace. People can ask their questions and share their ideas. Esprit Conscious Talks reinforces our mission of encouraging people to make responsible choices by educating them about social issues and solutions. Similar to Ted talks, 99U, The Moth Differentiators Esprit Conscious Talks provides translation services in many different languages to allow more people to access great ideas. We are aware of cultural differences so we offer presentations that are appropriate to the country.

Esprit Good Feminine Hygiene is responsible for womenâ&#x20AC;&#x2122;s

( CB01 ) Co-branding

Esprit Good Feminine Hygiene

hygiene and a healthy environment. We can partner with organizations helping women and girls around the world like Women for Women International, Days for Girls, and School Girls Unite. We produce feminine hygiene products such as cloth reusable

Supporting women hygiene issues and while saving the environment.

menstrual pads to support women and girls globally who lack adequate products and facilities. With our partners, beyond fulfilling their basic needs, we educate them on menstrual hygiene issues and how to manage them to ensure their health, safety, and empowerment. Esprit Good Feminine Hygiene reinforces our mission of encouraging people to make responsible choices by producing reusable hygiene products and raising awareness about menstrual issues. Similar to GladRags, Procter and Gamble, Happy Period, Thinx Differentiators We use 50% of our profits to support women and girls.

THE NEW ESPRIT

NEW ESPRIT WORLD

( CB02 ) Co-branding

Esprit Farm Fruit & Veggie Delivery provides freshly picked

Esprit Farm Fruit & Veggie Delivery

local fruits and vegetables weekly, biweekly, or monthly. We can partner with local farms. On the website, this service allows customers to add fruits and vegetables to their cart and have them delivered by a non-express delivery service. Up to five

Way of getting fresh fruit & veggie with discounted delivery.

people can share their account. They can add items to their cart and get the items delivered all together. Even though the items will be delivered together, each box will have a label for each customer. Customers who choose this slower delivery service with more people joining get a greater discount. Esprit Farm Fruit & Veggie Delivery reinforces our mission of encouraging people to make responsible choices by providing more benefits to the customers who choose a slower delivery service and share the service with friends. Similar to Local Hens, Farm Fresh To You Differentiators Esprit Farm Fruit & Veggie Delivery has the policy to minimize their transportation. The service can be shared with friends to be part of a less costly delivery policy.

Esprit Animal Welfare is committed to banning real fur and

( CB03 ) Co-branding

leather. We believe that animals should be protected from cruel

Esprit Animal Welfare

human activities. We can partner with clothing brands to help them to go fur-free. Our role is to educate companies and their customers about sustainable materials that can replace

Ensuring animal welfare by introducing substitute materials.

real fur or animal skin. We welcome volunteers who want to work with us for events and campaigns to increase awareness. Esprit Animal Welfare reinforces our mission of encouraging people to make responsible choices by informing about animal welfare and offering resources for sustainable substitutes for fur and leather. Similar to Green America, National Career Fairs, Environmental Career Center Differentiators Esprit Animal Welfare focuses on educating companies about materials that can substitute real fur or animal skin.

ESPRIT

VISUAL STANDARDS GUIDE

( PR01 ) Product

The Esprit Recycled Items Shop is open to save our environment

Esprit Recycled Items Shop

A store providing inspiring products made with recycled materials or found objects.

(. Top) A close-up view of the Esprit store. (Bottom) A customer is purchasing natural products filled in recycled container.

THE NEW ESPRIT

NEW ESPRIT WORLD

ESPRIT

VISUAL STANDARDS GUIDE

Our beautiful space and products are created with recycled materials.

THE NEW ESPRIT

NEW ESPRIT WORLD

The Esprit Volunteering App connects people and organizations.

( PR02 ) Product

It helps people to get a chance to participate in volunteering.

Esprit Volunteering App

Stay connected to find volunteer opportunities in the local area.

(Top) The app is accessible to find out upcoming volunteering opportunities. (Bottom) A family is participating in a beach cleanup event.

ESPRIT

VISUAL STANDARDS GUIDE

ESPRIT

VISUAL STANDARDS GUIDE

Collaboration is key to volunteering. It will lead volunteers to expand their network and boost social skills.

THE NEW ESPRIT

NEW ESPRIT WORLD

( EX01 ) Experience

Esprit Green Museum is isnâ&#x20AC;&#x2122;t just a museum, it is an ongoing

Esprit Green Museum

a healthy environment. We aim to inspire learning, dialogue,

exploration of environment. We are dedicated to creating and action. We offer exhibitions, events, classes, and other programming to educate the public about the natural environ-

A place to learn and experience healthy green environment.

ment and importance of conservation of nature. The visitors will have a tactile experience. Esprit Green Museum reinforces our mission of encouraging people to make responsible choices by providing them different types of an environmental learning experience. Similar to Exploratorium, San Francisco Science Museum Differentiators The Esprit Green Museum was built from the ultimate in recycled materials. We focus on the environment and human interaction.

Ladies are visiting the greenhouse in the museum.

ESPRIT

VISUAL STANDARDS GUIDE

A teacher is showing how to water the plants.

ESPRIT

VISUAL STANDARDS GUIDE

A woman standing in botanical garden, using VR glasses.

THE NEW ESPRIT

NEW ESPRIT WORLD

Esprit Green Camp for Kids provides children opportunities

( EX02 ) Experience

for encounters with natureâ&#x20AC;&#x2122;s wonders. We invite biologists and

Esprit Green Camp for Kids

environmental activists to teach children about nature with insights. We also want children to have environmental responsibilities while they are having fun. The possible programs

An outdoor activity where children feel about nature and learn about eco-conscious living.

(Top) Children can enjoy nature and have fun with new friends during the camp. (Bottom) Children are doing given quests in a forest.

THE NEW ESPRIT

NEW ESPRIT WORLD

ESPRIT

VISUAL STANDARDS GUIDE

The group of children with teachers in nature, learning nature.

THE NEW ESPRIT

NEW ESPRIT WORLD

( EX03 ) Experience

Esprit Green Hobbies Day allows adults to try out sustainable

Esprit Green Hobbies Day

A way to find a perfect hobby contributes to the conservation of the environment.

The participants are learning how to plant a terrarium.

ESPRIT

VISUAL STANDARDS GUIDE

Participants are enjoying the experience of zero-waste outdoor activities.

ESPRIT

VISUAL STANDARDS GUIDE

Women are learning cycling for fun / to get around.

THE NEW ESPRIT

NEW ESPRIT WORLD

Esprit Energy-Efficient Home Workshop is open to adults who

( ED01 ) Education

Esprit Energy-Efficient Home Workshop

Learn ways of cutting down on energy at home.

Attendees are asking questions and sharing their ideas after lecture.

ESPRIT

VISUAL STANDARDS GUIDE

The workshop provides hands-on instruction for installing devices.

ESPRIT

VISUAL STANDARDS GUIDE

The participants are writing notes during the lecture.

THE NEW ESPRIT

NEW ESPRIT WORLD

( ED02 ) Education

Esprit Meatless Cooking Class educates about sustainable

Esprit Meatless Cooking Class

Learn how to replace meat with other nutritional ingredients.

The cooking class is fun and enjoyable. A male participant is writing a note.

THE NEW ESPRIT

NEW ESPRIT WORLD

Two ladies are chatting and helping each other during the class.

ESPRIT

VISUAL STANDARDS GUIDE

Not only verbal instruction but also written information is provided.

THE NEW ESPRIT

NEW ESPRIT WORLD

The Esprit Ethical Career Conference allows people to find

( EV02 ) Event

Esprit Ethical Career Conference

A conference for people who want to get jobs tied to sustainability.

(Top) The group of attendees are applauding presentation. (Bottom) A female attendee is shaking hands with an employee from one of the participating companies.

THE NEW ESPRIT

NEW ESPRIT WORLD

ESPRIT

VISUAL STANDARDS GUIDE

The attendees are listening to the speaker in the seminar room.

THE NEW ESPRIT

NEW ESPRIT WORLD

( CB02 ) Co-branding

Esprit Farm Fruit & Veggie Delivery provides freshly picked

Esprit Farm Fruit & Veggie Delivery

Way of getting fresh fruit & veggie with discounted delivery.

Fruit and vegetable are freshly picked at local farms.

THE NEW ESPRIT

NEW ESPRIT WORLD

A customer is receiving the order at home.

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ESPRIT

VISUAL STANDARDS GUIDE

A couple is ordering vegetables they need for next week. Anyone can easily access our service.

THE NEW ESPRIT

NEW ESPRIT WORLD

10 1

SCHOOL Academy of Art University San Francisco, CA

COURSE GR 604: Nature of Identity

INSTRUCTOR Hunter Wimmer

TYPOGRAPHY Freight Display Pro FF Tisa Sans

IMAGE SOURCE unsplash.com pexels.com rawpixel.coom pixabay.com openingceremony.com stock.adobe.com

DESIGN Jooyoung (Eileen) Yoon

Esprit // Visual Standards Guide (GR604 Student Project)

Articles inside

Esprit // Visual Standards Guide (GR604 Student Project)