BRAND IDENTITY BRAND GUIDEGUIDE
MULHOLLAND BRAND IDENTITY GUIDE Designed by Jen Evans Copyright 2015
CONTENTS 02
INTRODUCTION
03
MARK, LOGOTYPE, AND SIGNATURE
04
SIGNATURE FORMATS
05
SIGNATURE USAGE
06
TYPOGRAPHY
07
COLOR PALETTE
08
STATIONERY / BUSINESS CARD
09
STATIONERY / DIGITAL LETTERHEAD
10
STATIONERY / PRINT LETTERHEAD
11
STATIONERY / ENVELOPE & MAILING LABEL
12
COASTER
13
SHOPPING BAG
brand identity guide
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introduction
INTRODUCTION Mulholland is a high-end retail clothing store that embodies an edgy, elite, expensive, and trend-setting style. The Mulholland brand was founded by Oscar award-winning Hollywood fashion designer, Dakota Stone. The apparel found in Mulholland stores is inspired by the wardrobe seen in popular films of today. At the age of eighteen, Dakota Stone landed an internship at an acclaimed women’s fashion magazine. Despite interning for three years, she was not offered a permanent position. Upon hearing this news, one of her former colleagues put Dakota in contact with a friend who worked in film. Dakota was hired to work in wardrobe, and given the chance to design three looks. That opportunity was the beginning of her career in fashion. After years of designing for film, Dakota wanted to go back to her roots and design for everyday life. Thus, Mulholland was born, offering the finest trend-setting apparel with a cinematic influence. The logo for Mulholland is a hand-lettered 3 in a circle, a number which has recurred throughout Dakota’s life. She was born on the third of March, interned for three years, and her first job in fashion involved creating three pieces. Not only is the number significant to her life, but it also pays homage to the numeric countdowns often seen at the beginning of old school cinema.
mulholland
2
brand identity guide
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mark , logotype , and signature
THE LOGO LOGO COMPONENTS
O
O
O
O
The hand-drawn characters of the Mulholland logotype emphasize the brand’s trendy style, while the rich deep reds lend an expensive touch. Reminiscent of notes jotted on a movie script, a cinematic influence is present. The mark drew inspiration from the designer’s own life, in which the number three held great significance. The three was placed in a circle, resembling the numeric countdowns seen at the start of old school films. The mark and the logotype were designed to remain strong and recognizable whether presented together or separately.
Shown at 5.6% size
THE MARK
O
O
The thick circular outline of the mark allows it to be easily differentiated from the characters of the logotype. The minimum size is 5.6% and the mark must maintain at least an “O” of clear space around all edges. Only display in Sangria and do not rotate, flip, or skew the mark in any way.
THE LOGOTYPE
O
The bold brush strokes and varying extension of ascenders and descend-
O Shown at 15.5% size
ers convey Mulholland’s edgy style. The minimum size is 10.5% and the logotype must maintain at least an “O” of clear space around all edges. Only display in Cosmo and do not rotate, change the color, or skew the logotype in any way.
O
O
O
O
THE SIGNATURE The signature combines the mark and the logotype, a striking contrast of rigid brush strokes and smooth contours. The minimum size is 10.5% and the signature must maintain at least an “O” of clear space around all edges. Only display in Sangria and Cosmo. Do not rotate, flip, or skew the signature in any way.
mulholland
Shown at 15.5% size
brand identity guide
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signature formats
SIGNATURE FORMATS O
BLACK
O
When color printing is not available, the signature may be presented in PANTONE 425 C
PANTONE 6C CMYK 0 0 0 100
O
O
O
O
solid black or grey on a light background.
CMYK 0 0 0 80
WHITE When a dark background is being used, the signature may be presented
PANTONE 663 C CMYK 0 0 0 0
PANTONE 7527 C O
O
O
O
in white or Platinum.
CMYK 6 4 11 0
COLOR When color printing is available, the signature must be printed using the
PANTONE 7420 C CMYK 30 98 72 20
PANTONE 7636 C O
O
signature color palette, Sangria and Cosmo. The signature color palette may only be used on light or medium backgrounds.
CMYK 21 97 69 9
Signatures shown at 10.5% size
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brand identity guide
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signature usage
SIGNATURE USAGE CORRECT USAGE
O
O
O
O
In order to maintain consistency among the Mulholland brand, the mark, the logotype, and the signature must only be displayed in the styles approved in this guide. This includes following size specifications, clear space guidelines, and using approved colors. The details included in the Mulholland signature reflect the brand’s core attributes, so it is crucial that the signature always be displayed correctly.
Correct Usage
INCORRECT USAGE Displaying the Mulholland signature in a manner that deviates from the approved usage will compromise the integrity of the brand and is thus, strictly prohibited. Examples of incorrect usage include using unapproved
DO NOT use unapproved colors.
DO NOT add a stroke or outline.
Do not add a drop shadow.
DO NOT add a pattern.
DO NOT stretch or skew.
DO NOT rotate or flip.
colors, adding a drop shadow, skewing the characters, adding a stroke, adding a pattern, rotating characters, or flipping parts of the signature. Changing the signature in any way that is not explicitly approved in this guide constitutes incorrect usage.
mulholland
brand identity guide
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typography
TYPOGRAPHY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0
1
2
3
4
5
6
7
8
9
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9
BODY TEXT The thin and clean sans serif font, Lato, was chosen as the body text for all Mulholland documents as a way to complement the bold edginess of the hand-written logo. It provides an interesting yet subtle contrast, without competing against the signature.
DISPLAY The display face, Cooper Hewitt, was chosen as its slightly condensed style mimics the elongated strokes of the Mulholland logotype, while remaining clean and readable for all documents.
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brand identity guide
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color palette
COLOR PALETTE SIGNATURE COLOR PALETTE The two colors used for the Mulholland signature are Sangria Red and
sangria
cosmo
Cosmo Red. These deep, rich shades of red embody the class and edge that Mulholland stands for. The color names also pay homage to the Mulholland shopping experience, as Sangria and Cosmo are both names of popular drinks served at the store-length bar during happy hour.
PANTONE
PANTONE
CMYK
CMYK
RGB
RGB
HEX
HEX
7420 C
30 98 72 20 152 34 60 98223C
7636 C
21 97 69 9 184 41 69 B82945
PRIMARY COLOR PALETTE The primary color palette consists of four colors intended to be used in
smoke
elixir
luxe
platinum
any Mulholland design apart from the logo. The color names carry out the edgy elite theme of the brand.
CMYK
CMYK
CMYK
CMYK
RGB
RGB
RGB
RGB
HEX
HEX
HEX
HEX
13 72 100 15 188 91 33 BC5B21
0 0 0 100 0 0 0
0 0 0 80 88 89 91
000000
58595B
6 4 11 0 237 236 224 EDECE0
SECONDARY COLOR PALETTE melt
The secondary color palette is intended to be used seasonally. The colors
wired
velvet
chill
were given trendy names inspired by the four seasons. CMYK
CMYK
CMYK
CMYK
RGB
RGB
RGB
RGB
HEX
HEX
HEX
HEX
0 100 78 0 237 26 61 ED1A3D
mulholland
0 5 95 30 192 172 20 C0AC14
56 85 47 20 114 60 89 723C59
92 58 58 10 32 96 103 206067
brand identity guide
BACKGROUND
LOGOTYPE
Use original pattern #1
16% size centered
–
stationery / business card
BUSINESS CARD The Mulholland business card pays homage to the brand’s cinematic roots with an ornate movie ticket style shape. The card is double-sided with a SIZE
Mulholland pattern on one side and the store information on the reverse
21p0 W
side. It should be printed using the primary color palette on 100lb glossy
12p0 H
card stock. The background image, original pattern #1, will be provided and should be centered on the back of the card. The store information
COLOR white
should all be set in 100% black Cooper Hewitt font. On the right-hand side of the card is the store number and city. This number corresponds to the order in which each of the ten Mulholland stores were built.
1p6 1p5
MARK 90% black
RULE .5pt black 0p6 margin
SIGNATURE 10.5% size centered 1p0 from T
COLOR Platinum
STORE NO. 12pt font centered 1p0 from R
LOCATION 7/6 font small caps
ADDRESS
WEBSITE
PHONE
8/8 font FRRL
13/9 font
10pt font
4p6 B / 2p10 L
1p10 B / 5p2 L
4p9 B / 4p3 R
B = bottom
T = top
L = left
R = right
H = height
W = width
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brand identity guide
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stationery / digital letterhead
DIGITAL LETTERHEAD
4p6 9p0 6p9
4p6
The Mulholland digital letterhead is intended for use on a computer with
Page 2
word processing software. The letterhead functions as a template, with specified editable text areas. All text must be typed in black 11/15
4p6
Century Gothic, a typeface that is available by default on all computers.
6p0
All of the specifications must be followed, as it is very important that the Mulholland brand maintains a consistent image across all company
4p0
correspondence. The only exception to using Century Gothic is in the
15p0
12.4%
DAKOTA STONE, FOUNDER DS@MULHOLLAND.COM
event that a letter is being handwritten, in which case the print letterhead seen on the facing page must be used. v October 12, 2015
6p9
Mr. Stephen Szymanski 1000 Hilltop Circle Baltimore, MD 21250
Black 11/15 Century Gothic
6p9
Dear Mr. Szymanski,
12/15 Cambria Regular in black
We are writing to inform you that your request to have a Mulholland signature drink renamed after yourself has been denied. Unfortunately, wandering into one of our stores and spilling a Cosmopolitan all over yourself and $3,500 worth of merchandise does not constitute a name change for that drink. Despite what you may believe, you are not a “legend” at our store. In addition to denying your request, this letter also serves to inform you that you have been formally banned from all Mulholland locations. However, we greatly appreciate your interest in the Mulholland brand and would like to invite you to shop at our online location, www.mulholland.com. You are welcome to spend money there 24 hours a day, 7 days a week. Once again, thank you for your interest in Mulholland, and don’t ever come back again. Regards,
Dakota Stone Founder
15p0 All letterheads across facing pages shown at 50% size
mulholland
65 Mulholland Dr. •
Los Angeles, CA. 90027 •
424-123-4567 •
www.mulholla nd.com
brand identity guide
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stationery / print letterhead
PRINT LETTERHEAD 4p6
4p6
6p0
9p0 4p0
4p6
12.4%
Page 2 6p9
All handwriting should stay within this box
15p0
DAKOTA STONE, FOUNDER DS@MULHOLLAND.COM
6p9 v
6p9
Page 1 All handwriting should stay within this box
6p9
12/15 Cambria Regular in black
15p0 65 Mulholland Dr. •
Los Angeles, CA. 90027 •
424-123-4567 •
www.mulholla nd.com
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brand identity guide
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stationery / envelope & mailing label
ENVELOPE & MAILING LABEL It is essential that the envelope and the mailing label exude Mulholland’s
LOGOTYPE
signature elite edge as these materials are responsible for representing
centered at top
the brand remotely. A velvety-smooth black satin paper lends a luxurious
BACKGROUND
‘O’ clearspace
feel to the envelope while a Sangria red interior adds a surprising pop of
13p6 W / 15p9 H
10.5% size
original pattern #2
color. The mailing label employs an original Mulholland pattern, adding
BOX
visual interest to outgoing packages.
PANTONE 7420 C
PANTONE 7420 C
CMYK 30 98 72 20
12p5 W / 14p10 H centered
CMYK
LINES
30 98 72 20
9p10 .5pt rule Sangria color
LOGOTYPE upper left with
65 MULHOLLAND DR . LOS ANGELES , CA 90027
‘O’ clearspace
ADDRESS 7pt Cooper
10.5% size
Hewitt font
65 MULHOLLAND DR.
ADDRESS
Envelopes shown at 60% size
LOS ANGELES, CA 90027
centered Sangria color
7/11 FLRR
1p0 from B
Cooper Hewitt white font
[clear window for address]
MARK
WINDOW
PAPER
SIZE
15p6 from L
size: 16p5 W / 6p5 H
80lb smooth
57p0 W
100% black
margins: 7p7 L / 3p2 B
B = bottom
T = top
matte paper
24p9 H
L = left
R = right
H = height
W = width
23% size
mulholland
90% black
brand identity guide
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coaster
COASTER PAPER 3mm thick satin finish paper stock
LOGOTYPE
Part of the elite experience of shopping at a Mulholland store is enjoying
15% size centered
a drink at the sleek, store-length bar. This coaster adds visual interest to bar tops with its double-sided design and bold, contrasting colors. The coaster should be printed on 3mm satin paper stock with a Sangria core.
PANTONE Neutral Black C
PANTONE 7527 C
CMYK
CMYK
0 0 0 90
6 4 11 0
SIZE 21p0 wide
OUTLINE
MARK
19p6 wide .75pt centered
15.5% size centered
PANTONE 7420 C CMYK 30 98 72 20
Coasters shown at 70% size
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brand identity guide
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shopping bag
SHOPPING BAG The Mulholland shopping bag is made from high-quality 100lb black satin paper with a Sangria interior. Matching Sangria satin ribbon handles are comfortable to hold in the hand and are sure to grab the attention of
HANDLES
onlookers. With a bright white logotype centered on each side of the
1” thick
bag, the store name is easily recognizable from any distance. Carrying a striking Mulholland shopping bag is an exclusive experience, reserved solely for the store’s finest customers.
INTERIOR Semi-gloss
satin ribbon
Sangria red
Sangria red 16” length
DIMENSIONS
SIGNATURE
COLOR
15” L / 11” H / 6” D
62% size
90% black
centered in white
Shopping bag shown at 25% size
mulholland