THE DREAM MARKET
Unit 3.0 - The Major Project MA Graphic Branding and Identity London College of Communication University of the Arts London 2011. Gabriel Soto hola@gabrielsoto.co g.soto1@lcc.arts.ac.uk +44 (0)7580 326 680 www.gabrielsoto.co
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CONTENTS
05 WHAT IS THIS? 06 STORY. 18 WE ARE. 36 WE LOOK LIKE. Brand narrative. Creative style.
Brand definition. Personality.
Visual identity.
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THE DREAM MARKET
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REALITY
WHAT IS THIS?
This is The Dream Market brand book. It presents The Dream Market brand as a conceptual branding development.
It contains the thinking behind the brand, the creative style and the visual elements that configure its communication. This brand book is a guide and inspiration for every person who will create visual, audiovisual, written or any kind of communication for The Dream Market brand, as well as an internal reminder of what the brand stands for, what is its personality and principles and how should it look like. It is all about making the brand stay true to itself.
LIMITS.
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THE DREAM MARKET
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STORY.
Brand narrative. Creative style.
THE DREAM MARKET
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WE’VE CREATED THIS THING CALLED DREAMS.
And we want to share our creation.
STORY
DREAMS ARE FANTASTIC EXPERIENCES,
LITERALLY.
An extension of your life where you can be anything, do anything, see anything and feel anything... don’t mind the consequences, there aren’t any.
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THE DREAM MARKET
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WHAT IS FANTASY IF YOU CAN’T EXPERIENCE IT?
STORY
Choose from our lovely dream seed selection of
EMOTIONS, ACTIONS, LOCATIONS & CHARACTERS.
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THE DREAM MARKET
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THE DREAM MARKET IS LIKE ANY OTHER MARKET,
STORY
WE OFFER FRESH DREAMS EVERY DAY FOR EVERY NIGHT.
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THE DREAM MARKET
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DREAM SEEDS CAREFULLY SELECTED, PREPARED AND PACKAGED BY HAND.
STORY
NATURALLY GROWN DREAMS.
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THE DREAM MARKET
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WE GIVE YOU THE SEED,YOU GROW THE DREAM.
We don’t know how your dream will turn out. It’s up to you to find out.
STORY
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BELIEVE. SLEEP. ENJOY.
THE DREAM MARKET
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WE ARE.
Brand definition. Personality.
THE DREAM MARKET
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WEI Of a strikingly odd or unusual character; strange. Of, relating to, or suggestive of the preternatural or supernatural.
WE ARE
IRD
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THE DREAM MARKET
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LAID BAC
WE ARE
D CK
Relaxed and easy-going. We do not take ourselves too seriously.
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THE DREAM MARKET
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CH LI Having the good qualities, such as innocence, associated with a child.
HILD IKE WE ARE
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THE DREAM MARKET
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MYS RIO
WE ARE
STEOUS 27
Exciting wonder, curiosity, or surprise while baffling efforts to comprehend or identify.
MA GI CAL THE DREAM MARKET
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WE ARE
Having seemingly supernatural qualities or powers. Giving a feeling of enchantment. Beautiful or delightful in a way that seems removed from everyday life.
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INSPI THE DREAM MARKET
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IRING WE ARE
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Having an animating or exalting effect.
THE DREAM MARKET
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INSI
WE ARE
Having or showing an accurate and deep understanding; perceptive.
IGHT FUL
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THE DREAM MARKET
NATU RAL
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Existing in or derived from nature; having had a minimum of processing or preservative treatment.
WE ARE
COL LECT ABLE Worth collecting; of interest to a collector.
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THE DREAM MARKET
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WE LOOK LIKE. Visual identity.
THE DREAM MARKET
VISUAL STYLE Dreams are interestingly confusing and amusingly nonsensical. Memories and experiences mix together and appear in a fantastic and impossible way, with no logic or order, and without an apparent reason. We want our brand to look just like that.
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We want people to squint1 when they look at our brand visuals; we want them to be both fascinated and confused.
Cutting, cropping, pasting, replacing, altering, resizing and transforming photography, illustration, digital images, technical drawings, shapes, paintings, textures… Pretty much anything can be part of our brand visuals. The aim is to create unexpected compositions by putting together imagery that can be randomly or thoroughly selected, it does not matter as long as the result looks and feels like “The Dream Market”.
The ever-changing nature of dreams is what is amazing about them. So our brand visuals are always changing. We do not use just one brandmark; we use a visual style that involves many elements, with infinite creative options and executions. The logotype (brand name) will accompany the brand visual when necessary. The brand visual is the hero, not the logotype’s typography. 1 Look at someone or something with one or both eyes partly closed in an attempt to see more clearly. Oxford dictionaries.
WE LOOK LIKE
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THE DREAM MARKET
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WE LOOK LIKE
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THE DREAM MARKET
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WE LOOK LIKE
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THE DREAM MARKET
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WE LOOK LIKE
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THE DREAM MARKET
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WE LOOK LIKE
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THE DREAM MARKET
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WE LOOK LIKE
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THE DREAM MARKET
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WE LOOK LIKE
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THE DREAM MARKET
WORD MARK To be applied in neutral black or white in any of the three following versions, depending on the shape of the brand visual of design format.
Ranged right.
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Centred.
Ranged left.
THE DREAM MARKET
TYPOGRAPHY
Plantin Bold Condensed (Caps only) Used for titles and bold engaging brand statements.
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ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 !”·$%&/()=?#
WE LOOK LIKE
Caecilia Lt Std Used for titles and body texts.
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !”·$%&/()=?#
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THE DREAM MARKET
TEXTURES
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WE LOOK LIKE
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THE DREAM MARKET
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WE LOOK LIKE
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THE DREAM MARKET
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THE END.
WE LOOK LIKE
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