03 VISUAL DEVELOPMENT GUIDE
UNITED COLORS
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UNITED COLORS VISUAL STRATEGY GUIDE ERICA LUCY FIRST PUBLISHED IN 2016
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UNITED COLORS
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VISUAL DEVELOPMENT GUIDE
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WE ARE THE COLORS OF THE WORLD
UNITED COLORS
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New CONCEPT: THE NEW VISUAL 12 THE NEW MARK LOGO ANATOMY LOGO ALTERNATIVES 8
LOGOS DON’TS
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BRAND VISUALS: The New Look 24 BRAND COLOR 28 TYPOGRAPHY 34 TYPE HIREARCHY 36 BUSINESS SYSTEM
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Evolution: Change is good 46 EXPANSION CHART 48 EXPANSION LIST 9
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NE W VISUALS
NEW CONCEPTS THE NEW MARK LOGO ANATOMY LOGO ALTERNATIVES LOGO DON’TS
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THE NEW MARK
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The new logo is minimalistic and clean. It is designed with several aspects of the brands ideaology in mind.
The new logo is a circular construction designed with linear elements and curved negaitve space. It sits on an axis similar to the earth, sitting on its axis at 23.5°. The corners were rounded and when the logo type was decided, it was a relatively easy to use the U of United and shape the logo to mimic the typeface.
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LOGO IN BLACK AND WHITE
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The new mark is design spacifically to work well in black and white, the shapes of the linear elements and curves of the logo type were designed to create easy and a less harsh appaerance. This helps to create a cohesive look in the contrasting colors of black and white.
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LOGO ANATOMY & CLEAR SPACE
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Consider the proportions, clear space, and symmatry, the logo has been methodically calculated to be well balanced.
The logo was perportioned by the use of the “U” of the United in United Colors. Using these and the curve created with the logo type, the symbol was also curved to feel cohesive. The angel of the circle is postitioned to mimic the axis of the earth, which is 23.5°. Additionally, the “U” shape of the mark, is made to be an exact replicat of the “ U” of United Colors
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23.5°
2x
2x
2x 17
1x
2x
= 1x
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LOGO ALTERNATIVES
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Although the logo should mostly be used in either black or white, here are a few color alternives that can also be used.
These colors were derived by the idea of vibrancy and excitement, a far cry from the more conservative tones of the brand’s past. The colors are also designed to work well together and can be used varyingly. Notably, please do not use such colors against garish backgrounds. Keep the background simple, such as black, white, or simplistic photo.
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LOGO ALTERNATIVES
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Logo don’ts consist in the miss use of the logo. These are 8 examples of ways the logo should not be used.
Primarely these are very self explanatory, but it should be noted anyway. The logo should never be angeled in any other way then what was stated in the logo anatomy. The angel is the same as the earth’s axis and symbolises our unity. Gradiants are a never a good idea, nor is it okay to mix colors on the logo.
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01. Alternate angel of Mark 02. Drop Shadow
03. Outlines 04. Placement
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05. Gradiant 06. Color Varariation
07. Unapproved Angels 08. Transparency
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THE NE W LOOK
BRAND VISUALS BRAND COLOR TYPOGRAPHY TYPE HIERARCHY BUISNESS SYSTEM
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BRAND COLORS
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Colors that are used in the logo alternatives can also be used within the visual system.
These are an example of colors that can be used within the system. They are not meant to constrain or prevent you from using other colors, though. Use these instead as an example of what to look for.
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Activist Blue
Spark Orange
Radical Pink
CMYK | 100, 90, 0, 0
CMYK | 0, 70, 75
CMYK | 10, 85, 0, 0
RGB | 10, 5, 183
RGB | 245, 105, 72
RGB | 230, 60, 165
PMS | 2736 U
PMS | 7416 U
PMS | 2385 U
HEX | 000567
HEX | F56948
HEX | E63CA5
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Natural Green
Global White
Diversity Black
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CMYK | 100, 90, 0, 0
CMYK | 0, 70, 75
CMYK | 10, 85, 0, 0
RGB | 10, 5, 183
RGB | 245, 105, 72
RGB | 230, 60, 165
PMS | 2736 U
PMS | 7416 U
PMS | 2385 U
HEX | 000567
HEX | F56948
HEX | E63CA5
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TYPOGRAPHY
Typography is the craft of endowing human language with a durable visual form. 28
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The typography chose is contrasting and unique. This was done to highlight the moderness of the new identity.
Two typefaces were chose for the new identity. Manifold is a modern typeface with a utilatarian touch, and Utopia is a work horse typeface that works well as body type, its easy , clean, and universal. Which is ideal for United Colors new look.
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MANIFOLD 30
A utilitarian typeface inspired by the cold precision of a computer terminal, softened by modern design. Manifold's unified letterforms and tall x-height are great for user interfaces, or track it out wide for a sophisticated look. Type designer Connary Fagen is behind today’s font of choice, Manifold. “Manifold is a utilitarian typeface, inspired by the cold precision of a computer terminal, softened by modern design,” he comments. “Manifold’s unified letterforms and tall x-height are great for user interfaces, or track it out wide for a sophisticated look.
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ABCDEFGH IJKLMNOPQR STUVWXYZ abcdefgh ijklmnopqr stuvwxyz 1234567890
ABCDEFGH IJKLMNOPQR STUVWXYZ abcdefgh ijklmnopqr stuvwxyz 1234567890
ABCDEFGH IJKLMNOPQR STUV WXYZ abcdefgh ijklmnopqr stuvwxyz 1234567890
ABCDEFGH IJKLMNOPQR STUV WXYZ abcdefgh ijklmnopqr stuvwxyz 1234567890
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UTOPIA 32
Utopia qualifies as a transitional serif typeface: one based on 18thand early-19th-century ideals of classical design. Adobe’s release notes cite Baskerville and Walbaum as inf luences, and Adobe’s Sumner Stone has also compared it to Hermann Zapf’s Melior as similar.[2][3] It was one of the first typefaces to be part of Adobe’s Originals programme, designed to feature a large range of styles for professional use. ‘With a reasonably solid design, Utopia was sometimes used by newspapers. Current versions of the typeface are released in the OpenType format and include features such as ligatures and small capitals. It is released in four optical variants, for display, headline, regular and caption text sizes, each in regular, semibold and bold weights. A black (extra-bold) weight is available in the headline size. Slimbach made some changes to the font when revisiting it for the OpenType release, and Adobe does not guarantee identical character metrics.[4] This means documents developed using one font file should not be switched to using another, at risk of lines breaking in different places.
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A BCDEFGH IJK LMNOPQR ST U V W X Y Z abcdefg h ijk l m nopqr st uv w x y z 1234567890
A BCDEFGH IJK LMNOPQR STU V W X Y Z abcdefgh ijklmnopqr stuvwx yz 123456789 0
A BCDEFGH IJK LMNOPQR ST U V W X Y Z abcdefg h ijk lmnopqr stuv w x y z 1234567890
A BCDEFGH IJK LMNOPQR STU V W X Y Z abcdefg h ijk lmnopqr stuv w x y z 1234567890
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TYPE HIERARCHY 34
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HEADLINE MANIFOLD |BOLD | 36/37
QUOTES & CALL OUTS MANIFOLD | LIGHT OBLIQUE | 24 / 28
Body copy will be this size and use Utopia, which is a work horse font face. It is good for large sections of type and comes in many different weights and sizes. UTOPIA | REGULAR | 8 / 13
Body copy will be this size and use Utopia, which is a work horse font face. It is good for large sections of type and comes in many different weights and sizes.
MANIFOLD | LIGHT | 6 / 11
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V I S U A L SUTA N I TNEDDA RCDOSL OGRUSI D E | I N T R O
BUSINESS SYSTEM The business system for United Colors is meant to be a identification of the brand and its identity, but is not meant to be a fixed system. Colors and placement can change depending on curcomstances and situations.
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TO BE AS OF
BELIEVE THAT WE CAN MORE AND DO MORE A WHOLE IS THE CORE WHAT WE ARE ABOUT.
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THE NE W DIRECTION
EXPANSIONS EXPANSION CHART EXPANSION LIST
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BRAND EXPANSIONS
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Colors that are used in the logo alternatives can also be used within the visual system.
These are an example of colors that can be used within the system. They are not meant to constrain or prevent you from using other colors, though. Use these instead as an example of what to look for.
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BRAND EXPANSIONS These are proposed expansions of the brand of United Colors that represetn the new direction.
We are no longer just a clothing company, our re-branding encompases an entirely new demention of aspects that embrace the core of our brand, which is to encourage social consciousness and diversity in the world.
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Please note the highlighted topics are the ones that have been approved for reality.
CONSUMERISM
RESEARCH
C1 United Manufacturing | Services
R1 The Lab | Environment/ Products
C2 Concept Runway | Events
R2 The Museum Of Colors | Environment
C3 United Branding | Co-Branding
R3 Festival Of Color | Event
C4 Sustainable Retail Stores | Environments
R4 Travel and Exploration | Service
C5 Online platform for Ethnic Clothing | Product
R5 Opening Up Conference | Event / Experience
C6 Clothing for Change | Event
R6 Publishing | Service
C7 Buy One Give One | Product
R7 The Investigators | Experience
C8 Gearing those In Need | Product
R8 The Movement | Experience
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C4
C8
C6
C5
C2 C3
C1 R8 R7
C7
R6
CONSUMERISM
R5 R4 R3 RESEARCH
A1
R2
A2 R1 A3 A4
ACTIVISM A5 A6 A7 EDUCATION
A8 A9
E6 E5
E3
E1
E4
E2
EDUCATION
ACTIVISM
R1 The School of Diveristy | Eductaion
R1 Media of the World | Product
R2 Breaking Boundaries | Education
R2 Sanctuary Services | Service
R3 Language Classes | Education
R3 The Crowdfunders | Services
R4 Anthropological Fellowships | Eductation
R4 Legal Connection | Service
R5 Global Exchange | Experience/Education
R5 Media of the World | Product
R6. Artists Research Facility | Experience
R6 App for Activism | Product R7 United Colors of the World | Events R8 Speak Out | Services R9 Color Blind | Network / Service
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1. United Manufacturing | Services
6. Clothing for Change | Event
Open ethically operated manufacturing facilities to
A Co-operative of leading clothing companies that
other clothing companies. Designed to be cost ef-
works to adopt more radical movements and caus-
fective, environmentally friendly, and fair to work-
es, while also providing fair wages and ethical and
ers. Other clothing companies can source their
environment practices within their day to day deal-
work through Benetton and get rid of the middle
ings.
man manufactures who are often unethical.
2. Concept Runway | Events
7. Opening Up Conference | Event / Experience
A runway show held during each Fashion Week in
A conference that explores the diversity of the world.
Milan, Paris, and NYC. These runway shows will
This conference focuses on bringing different cul-
highlight the new, more radical and edgy look of
tures and peoples together to discuss different top-
Benetton while also providing proceeds to go to
ics and issues.
supporting issues or causes.
8. Speak Out | Services
3. United Branding | Co-Branding Because Benetton is such large corporation they can
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Work with Benetton within the industry to create
provide protection to whistle blowers who which to
products tat produce proceeds to better the world.
raise concerns about relevant issues.
4. Retail Stores | Environments
9. United Colors of the World | Events/Conference
Clothing stores will sell our clothing but will also provide a place for people to meet up and converse
A global network of grass roots organizations ad-
and discuss important issues. A coffee shop will be
dressing global issues at play currently in the world.
located in each store with books and other informa-
Benetton provides a safe place to address issues and
tion available to inform the public.
a layer of protections over the organization.
5. Platform for Ethnic Clothing | Product
10. The Lab | Environment/ Products
A place for local artisans and craftsmen to sail their
A think tank and a safe place to build up ideas and
clothing wears all over the world. This site will
movements, here you will have access to technolo-
stress the importance of the clothing and how to ap-
gy and publications to make a difference. This is a
propriately appropriate the clothing into your own
place to start your movement to make the world a
wardrobe so as not to offend others.
better place. A place for experimentation. Send us stories, photos and videos from the rest of the world. Selected submissions will be published Online to fuel creative discussion.
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11. The Museum Of Colors | Environment
16. Festival Of Color | Event
An Extensive library and museum with both a physi-
A music festival done pro bono, held every other year
cal and virtual presence. A place to explain diversity
in a new country with leading acts of popular artists,
and to better understand the issues in the modern
proceeds go to a list of causes or to just one cause a
world, but first looking at the past.
year, in order to support diversity.
12. Artists Research Facility | Experience
17. The Movement | Experience
An artist in residence program affiliated with the mu-
Any citizen can be a part of the change and support
seum. They will create a unique exhibition and publi-
the work of United Colors. Global citizens play an ac-
cations that will become available to the public.
tive role in report, and alerting others to import activity going on in the world through social media and
13. Color Blind | Network / Service
word of mouth.
This is an organization affiliated with Benetton that
18. Legal Connection | Service
is a darknet working with anonymous and wikileaks, and other dark networks . They work under the ra-
A number of legal advisors available to help those fight
dar and away from scrutiny by authorities. This will
their governments and social injustice. These legal
be used to coordinate virtual attacks on any enemy
teams might also help those being held against their
against unity and diversity.
will for unjust reasons and situations.
14. The Crowdfunders | Services
19. Media of the World | Product
This is a platform where you can find parties and
A media outlet with non biased reports of what is go-
organizations you support. Although, we fund many
ing on in the world, often highlighting when situa-
activities, this will allow ordinary people to support
tions are reaching a level of worry.
as well. This is a radically transparent finding a platform. It will not support Benetton at all and will have
20. Breaking Boundaries | Education
regular audits to display where the money is going. A podcast that seeks to educate listeners about the
15. The Investigators | Experience
local, social, and global perspectives of relevant issues that are effecting the world. This is a professional
A global team of expert from varied disciplines, such as doctors, historians, political analysts, etc. They will collaborate and distribute themselves where issues arise in order to predict, identity, and support those being persecuted.
podcasting service that is free for all.
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21. Language Classes | Education
26. Travel and Exploration | Service Packaged adventures to explore the world with Unit-
Communication is important in developing better
ed Colors, the places coincides with factories United
social consciousness and activism. If we cannot
Colors owns, so you will also get radically transpar-
find new ways to communicate then we cannot
ent Factory tours, while also learning about the lo-
hope to make change.
cal culture and meeting the people who make your clothes.
22. Anthropological Fellowships | Education
27. Application for Activism | Product
United Colors will work with higher education to
An app and watch group that lets you know at any
provide opportunities for anthropological research
given time where protests and activism is taking
and development as long as it encourages change,
place in the location you are in.
diversity, and social consciousness in the world.
28. Global Exchange | Experience 23. Gearing those in need | Product Work for a summer at factories all over the world, 50
Gear that helps those in need, sustainably made
to better understand what its like living there and
materials that breath and last. Think, jackets that
working in a clothing factory.
turn into sleeping bags and backpacks that are por-
29. The School of Diversity | Education
table phone chargers.
A High School for gifted students from all over the
24. Buy One, Give One | Product
world. They will see first hand the diversity of the world and have the opportunity to get an excellent
A special collections of children’s clothes, that also
education. In addition to studying in a beautiful
clothes other children in need. This is the United
campus in northern Italy, each student is required
Color kids line.
to study abroad for one year.
25. Publishing | Service
30. Sanctuary Services | Services
Print is not dead, and helping those who have a
Specialty work for refugees, and others who have
voice get that information out to the world is a
been displaced around the world. These sanctuar-
prerogative of United Colors. The
publications
ies are all over the world and work a bit like witness
are made available via both print and digital
protection, those seeking sanctuary are placed away
and can be published anonymously if needed.
from whatever they are fleeing and helped back on their feet.
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This is only the beginning... www.allthecolors.com
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SOURCES
BENETOON GROUP http://www.benettongroup.com/ HISTORY OF BENETTON http://www.fundinguniverse.com/company-histories/benettongroup-s-p-a-history/
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COMPARATIVE STORY OF BENETTON https://www.scribd.com/doc/123954090/Comparative-Studyon-Brand-Identity-of-Esprit-and-United-Colors-of-Benetton STOCK.ADOBE.COM https://stock.adobe.com/ GETTY IMAGES http://www.gettyimages.com/ BOSTON THE BIG PICTURE https://www.bostonglobe.com/news/bigpicture
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COLOPHON Copyright Š 2016 Erica Lucy Erica.L.Lucy@gmail.com www.ericalucy.com This book is a non-commercial project for educational purposes and in no way represents the United Colors of Benetton Brand.
Designer / Erica Lucy Class / Nature of Identity Professor / Hunter Wimmer Semester / Fall 2016
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Erica Lucy.