BRAND GUIDE
FILA s p o r t s
FILA
s p o r t s
stimulate your lifestyle
1.0 RESEARCH / STRATEGY / DECISION 1.1 the research.......................06 1.2 the swot analysis................10 1.3 the brand objectives...........12 1.4 the target demographics....13 1.5 the creative brief.................14
2.0 CREATIVE DEVELOPMENT
2.1 the mood boards................18 2.2 the logo..............................22 2.3 the concepts.......................24 2.4 the toolbox.........................30
3.0 STYLE GUIDE
3.1 the brand identity................34 3.2 the color palette..................35 3.3 the logo...............................36 3.4 the typography....................38
4.0 FINAL SOLUTIONS
4.1 the print ads........................42 4.2 the website.........................44 4.3 the apparel..........................48
RESEARCH, STRATEGY, AND DECISION
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Fila has since trying to rebrand itself as an all around sports brand, not only focusing now on elite sportsmen but on the common athlete as well. Its current foreign market speaks highly of it by having international endorsements and partnerships with other media like the music industry to push to new demographics. Currently, Fila is missing out on the vast area that of consumers in the U.S. market, non-athletes, or sports enthusiasts. Brands like Reebok, Adidas, or Nike are well known all around and have their line of casual lifestyle, as is Fila, but has failed to market it correctly. The plan of action is to enter the market strongly, to make Fila a recognizable brand among the top American athletic people, and make this brand be a symbol of elite recognition once again.
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1.1 the research abstract Fila, a global athletic footwear and apparel company, has been the 3rd world’s most recognized brand since its beginnings in 1911. While it has been through so many changes, starting as a textile industry, it was not until over half of its lifetime, over 40 years ago, that it became a successful global sportswear brand (History of Fila, 2011). With hard economic times, and with powerful brand rivals such Adidas and Nike, Fila has always let itself become very competitive, reaching the markets where the others have not. Consumer trends have changed in the past 100 years, let alone the past 40, and while Fila is still an established brand, it has experienced substantial loss of followers due to mismanaging of the brand itself, the diversity of the company worldwide, and many other factors that led through recent years of increasing loss of revenue (Goods Business, 2003). Fila, a once respected brand, turns 100 in 2011, and with that, Fila America will resurrect its outdated style into a new dominant brand for upscale athletic and fashion enthusiasts all over the country. To aid Fila in the reestablishment of its name as a strong sportswear brand, a rebirth campaign will be put into action, which will introduce the name Fila once again on the consumers’ minds. The idea of such campaign will be to bring back the connection it had with its loyal elite fans, to put Fila back as a brand of privilege, freedom, and pleasure, to rejuvenate and update it to current trends in values, colors, ideas, and clothing, and finally to bring into the American market the style and prestige that the brand Fila offers to its loyal consumers worldwide. The campaign will be implemented through a series of harsh attempts of introduction into the new media market, traditional means, and viral campaigns. This venture will make sure the name Fila gets a new mood and perception in the world of athletics, and be thought of as an established name brand when people think of fashion sportswear apparel.
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company overview Fila is a renowned brand for athletic apparel and equipment and had its beginnings in Italy in 1911, but at this time is primarily based in South Korea, with corporate offices on the United Kingdom and Europe. Currently, the company has developed a strong presence in overseas markets, but in its current trend in the U.S. market, Fila is ranked third under famous brands Nike and Reebok as a wholesaler of athletic footwear and apparel. As a reputable brand for the “elite”, the nearly 100 year old Fila has yet to break through the current trend in casual sports apparel and footwear. Compared to the company’s top formerly mentioned competitors in the United States, Fila in the United States has developed a sense of style deemed as somewhat outdated and old by today’s generation of athletic enthusiasts who appeal to the idea of feeling good as well as looking good.
By combining the modern ways of marketing, online advertising and media display, a creative campaign will be developed to establish Fila as the number one brand in the market for sports outerwear. This campaign will examine, observe, and restructure the current Fila brand in order to keep up with current trend standards and create a brand deemed more appealing to a wider sense of ‘would-be athletes’ and ‘young executives’ instead of its current market of professional sports players and athletes. Through the process, Fila will modernize their current logo, website and apparel, to put together a more appealing presentation to the modern young generation, while still intending to keep its elite value that it has been known for all these years.
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conclusion Fila has been a strong, well-known, worldwide brand for well over 50 years. Its focus has always been to maintain a status of privilege and high power associated with its identity. The push towards this, has made Fila stand out as a brand in many well known athletes’ and consumers’ minds. Fila worldwide keeps growing, establishing itself in foreign markets licensing the Fila brand for Europe, the Middle East and Africa. Chief Executive Yoon Soo (Gene) Yoon of Fila Korea has been trying since 2007 to reestablish the brand as a licensing model, slowly conquering regions across the world (Wire, 2011). But even with such a high wide-reaching impact, the Fila brand has not influenced the United States markets as it has been successfully influencing the rest of the world, due to the lack of adequate brand establishment and effective marketing campaigns in the western hemisphere.
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Fila’s global success has always been due to the offering of high-quality products in the footwear and clothing apparel industry. Although its attempt to market that idea into the U.S. consumers has been unsuccessful during the past decades, Fila has still managed to stay alive as the 3rd most well known brand among top athletes internationally. By directing its efforts on the word “high-quality”, the Fila Sports campaign will shoot towards the same concept, striving to remind its target consumers of the superiorness the brand was once recognized as.
references FundingUniverse. (2003). Funding Universe. Fila Holding S.p.A. -- Company History. Retrieved January 23, 2011, from http://www. fundinguniverse.com/company-histories/Fila-Holding-SpA-Company-History.html History of Fila. (2011). Fila Online Store. Retrieved January 16, 2011, from http://www.Fila.com/History-of-Fila/History%20of%20 Fila,default,pg.html Kitchens, S. (2008, June 30). Rebound - Forbes.com. Forbes.com - Business News, Financial News, Stock Market Analysis, Technology & Global Headline News. Retrieved January 23, 2011, from http://www.forbes.com/global/2008/0630/078.html Kletter, M. (2005, September 1). Fila Getting Back Its Stroke. WWD: Women’s Wear Daily, 90, 10. Retrieved January 23, 2011, from the EbscoHost database. Steven Wynne: Executive Profile & Biography - BusinessWeek. (n.d.). Investing & Stock Research by Company and Industry - BusinessWeek. Retrieved January 23, 2011, from http://investing.businessweek.com/businessweek/research/stocks/private/person.asp?p ersonId=658284&privcapId=4819838&previousCapId=33180&previousTitle=POWERWAVE%20TECHNOLOGIES%20INC Fila Korea Signs Paris Hilton. (2007, October 5). The Chosun Ilbo (English Edition): Daily News from Korea. Retrieved January 23, 2011, from http://english.chosun.com/site/data/html_dir/2007/01/05/2007010561011.html Wire. (n.d.). Fila Korea Ltd. and Sport Brands International Ltd. (SBI) Announced Today That They Have Entered into a Definitive Agreement. | Consumer Products > Clothing & Accessories from AllBusiness.com. Small Business Advice and Resources from AllBusiness.com. Retrieved January 30, 2011, from http://www.allbusiness.com/marketing-advertising/branding-brand-development/4019163-1.html Wire. (2011, January 24). Fila Announces Purchase of Integrix Sports Group Ltd. Master Licensee for EMEA Region | Business Wire. Press release distribution, EDGAR filing, XBRL, regulatory filings | Business Wire. Retrieved January 30, 2011, from http://www.businesswire.com/news/home/20110124006112/en/Fila-Announces-Purchase-Integrix-Sports-Group-Ltd. Goods Business. (2003, May 12). Fila Revenues Fall 20%; US Sales, Backlog Were Negative | Company Activities & Management > Sales & Selling from AllBusiness.com. Small Business Advice and Resources from AllBusiness.com. Retrieved January 30, 2011, from http://www.allbusiness.com/retail-trade/miscellaneous-retail-miscellaneous/4459565-1.html
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1.2 the swot analysis A SWOT analysis is a very powerful strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project. This planning method was implemented on Fila in order to identify the strengths and flaws of the company, and in turn, successfully formulate an ambitious and aggressive campaign that would take the company to the desired competitive level.
strengths • • • • • •
Part of Global Brands Housing, a global fashion group that creates and develops the world-class high-end fashion brands. Steady in the overseas markets (Korea and UK) Elite sports brand, focused on the real sportsmen. Huge endorsement deals (Wimbledon) in UK and (Big Bang Pop Band) in Korea. Has a partnership with Launch Pad PR, to push it brand towards Hollywood starlets. It’s in the top 3 as a sportswear manufacturer worldwide.
The first quadrant ‘Strengths’ focuses on the company’s potential for competitive advantage. Fila has a strong brand presence in the UK and Asian market, having their main corporation established in South Korea. Fila also endorses big name athletes and celebrities.
weaknesses • • • • •
Brand is lost in US market. Focuses on high-end consumers and professional athletes (tennis and basketball players), cutting down a wide range of audience. Brand looks outdated, and out of style. Has a lack of strong marketing for its brand in the US. 3rd ranked worldly as a sportswear manufacturer. Reebok and Nike are in the top two spots.
The second quadrant ‘Weaknesses’ focuses on the lack of strong points the company. The Fila brand is lost in the US market as Adidas and Nike have a bigger share, and Fila lacks adequate marketing for its products. Fila has also had that logo and brand since 1973 while other competing brands have updated their style-brand and logo to compete with modern times.
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conclusion and strategy Based on the SWOT analysis below, we can conclude that Fila does indeed need a stronger, more effective advertising campaign and better marketing strategy to acquire a strong position in the current U.S. market. The company has a lot of potential since it has a strong base in the market of hard-core athletes, even in the U.S., it only needs to rejuvenate and rebrand itself. The intended goal is to make Fila America a known brand among all people who like to do sports and not just dedicated athletes. Its current overseas endorsements have worked out well in those markets. Fila America needs to pursue new sports advertisements based in the U.S., and nationally known celebrities and athletes as endorsers.
opportunities • Has a market for its line of casual style apparel that has potential for expansion. • Has a steady fan base and strong branding presence in overseas. • Has a series sporting endorsed athletes and celebrities like Korean pop band Big Bang, celebrity Vinnie Jones and Paris Hilton, and rising tennis star Agnes Szavay. The third quadrant ‘Opportunities’ focuses on opportunities for profit and growth. Fila has already an established market for casual and sportswear, which has potential to grow if rebranded correctly. Fila endorses a series of famous athletes and celebrities, like Paris Hilton, who boosted up the sales in Korea.
threats • • • •
Fila is a direct competitor with Nike and Reebok, top worldwide brands. Other brands have affiliation with general apparel stores as well as their own brand of stores. Fila doesn’t have it’s own store. No affiliation to other sports in the US but Tennis and Basketball, and Yoga for women. Rejuvenation of the brand may stir away loyal target group.
The fourth quadrant ‘Threats’ focuses on the external threats that may affect the company’s future. Fila already has an established fan-base, and a refocus on the brand may stir away people that see that brand as of what it is now. Also, Fila America has little focus on the average sportsmen and gym enthusiasts but focuses mostly on sports like tennis and basketball.
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1.3 the brand objectives
concept Fila will do an overall rebrand of the company. Fila will introduce a new brand identity that will create the backbone of a new company that will emerge as a distinctive brand that will float above its main competitors.
mission Fila is the world’s most elite Italian athletics brand. We are driven by design. We believe in truly enhancing the individual’s lifestyle, without hindering the natural performance features of the body. Sports are an identity, not an activity. We engage in athletics as much for its sheer beauty as we do for the joy of participation, celebrating the idea that the majority of individuals perform for an audience of one. We believe that the art of sports stretches us as human beings— mentally, physically, spiritually, and emotionally— leaving us better than we were the day before.
vision Through innovative design, splendid-beaming materials, and attention to detail, Fila helps individuals recognize their greatest potential in all aspects of life, and enables them to achieve ultimate fulfillment in the pursuit of sports— one person and one achievement at a time.
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1.4 the target demographics
market
clubs and tribes
Fila is targeting young stylish people who believe the brand has a powerful influence in their lifestyle and like to show it. Youthful attractive people who want to look good while doing trendy athletic activities, who treat themselves with latest model cars, Starbucks lattes and spa massages; nothing but the best, because they know they deserve it.
Fila’s brand is currently focused on the top-notch, serious athletic enthusiasts who are driven on and off the court. Whether man or woman, single or married, if sports are part of your lifestyle you want to look good while you feel good, you’re into this brand.
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1.5 the creative brief positioning statement The overall goal is to renovate the Fila brand in the U.S. market to bring it with accordance to modern standards of imagery and brands. Fila will strive to become the “Apple” of sports apparel. Think “Abercrombie” for sports. The purpose is to make the brand appealing to a wider sense of sports and gym enthusiasts, not only the dedicated athletes as professional tennis players or basketball players. By redefining the brand’s objectives, Fila will capture a new group in the youth audience market, increase brand awareness, and make Fila a competitive brand against its direct antagonists Nike, Reebok and Adidas across America. Fila needs to renovate its logo to make it appealing towards this generation’s views of what’s trendy. Fila also needs to revive its apparel to a more uplifting style that can be used in and out of the gym. Finally, Fila needs a new campaign to show the new treads of wear and new turn of the century logo.
unique selling point Fila will renovate its clothing apparel to compete with direct brands like Nike and Adidas worldwide. “The brand’s encore performance in one of the world’s most elite sports will be accompanied by the grand entrance of the Fila Biella collection. Inspired by the fluidity of today’s consumer—who views sport as an identity more than a mere activity—both the flowing hand of Fila Biella and the striking collections in golf will be designed to appeal to the sophisticated well-roundedness of today’s consumer.”
key tenets • Young
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• Athletic
• Fashionable
call to action The call to action is rebrand Fila’s image in the U.S. market to increase brand awareness to a new younger generation as well as the development of a brand that appeals for people that treat fashion and sports as a lifestyle.
copy message Fila’s brand of message will engage consumers into a new role in their life, to demand the necessity to enliven their way of life by calling out the brand message: “Fila: Stimulate your lifestyle”.
brand attributes young, trendy, fashionable, stylish, fun, modern.
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CREATIVE DEVELOPMENT
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The goal is to breathe new life into the Fila brand among the U.S. market. Through creative research, various concepts and ideas were modeled to create an image that would justify what the company wanted to accomplish: bring Fila into the new millennium standard of imagery and brand.
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2.1 the mood boards
concept 1: lifestyle
The first concept was focused on Fila outside of the athletics department. What kind of people would use the new Fila brand? Who are we targeting? This approach brings people who care how they look and care about what they wear and care about what they eat. While it doesn’t focus on the athletics, it brings into line the idea that Fila is a high-end brand meant for the best.
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concept 2 : rebirth The second concept follows Fila as a rebirth, an awakening, a comeback. Fila is rebranding as a new concept that is fresh, active and focused on its main athletic activity, yoga. It’s all about starting over, feeling good and seeing a new sunrise.
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concept 3 : athletics The third concept was focused fully on athletics, winning, and being the best. Discipline, ambition, determination and the desire to be a better athlete were the fundamental integration here. Fila is an athletic apparel brand, and it needs to remain a strong brand that has symbolism of power.
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final mood board The final mood board merges these three concepts that are strong and essential to the new brand image. Fila is a worldly recognized athletics brand known for luxury, style and excellence. Fila’s “Lifestyle” campaign will strongly bring attention to those ideologies in order to attract new consumers and change the brand’s perspective in the consumer minds. The main goal of this campaign is to redesign Fila’s brand identity, modernize the image and focus on creating the idea that Fila is not only for sports but a lifestyle as well. Fila’s target demographic will attack the young upper middle class market and people who like to look good while feeling good.
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2.2 the logo initial sketches The Fila brand identity was in need of a redesign due to strong presence from its competitors Nike, Reebok, and Adidas, and their ability to create great strategic marketing and being able to keep their identity up with the times. The logo development process was created with inspiration of Fila’s orignial brand imagery. It was important not to part ways too much from Fila’s original concept, since even tough it’s outdated, it is a worldly recognized brand identity.
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Different concepts in multiple stages of design were tried and some stayed true to the original and some forced their way away from the Fila essence. Using the original Fila logo as a guidance as well as the final mood board, the following variety of concepts were sketched.
final sketches
FILA s p o r t s
The “F” from the original Fila logo became an icon that would be used separate from the logo identity and independently. It seemed best to pass on that concept to the new logo so the “F” could once again become an icon. After a second attempt to find the perfect logo that would thoroughly describe the new Fila lifestyle as well as being able to carry on the essence of the original brand, these were the sketches that followed.
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2.3 the concepts
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print ads
print ads
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print ads
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web ads
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web site
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web site
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2.4 the toolbox
A graphic toolbox was created to visually convey the tone that Fila wanted to communicate in its new campaign. Sample imagery, typography, appropiate color palette, and the new logo work as the design language for any designer to be able to represent the brand style in their deisgns.
sport
Fila is a global brand for athletic apparel a Although Fila in oversees markets is know competitors have constantly refreshed the is time for Fila to do the same.
A rebranding campaign is being created to Fila’s brand identity, rejuvenate the image well.
The overall design will be clean and simple in touch with the main essence of the bran look. Serif typography is used as the main serif font on the copy breaks that mold, re
The new Fila now focuses on young, elega lives outside the athletics.
color palette
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cmyk. rgb. pms. web.
95 . 69 . 3 . 0 7 . 92 . 166 660C 0x075CA6
cmyk. rgb. pms. web.
75 . 68 . 67 . 90 0.0.0 426C 0x000000
ts. fashion. lifestyle sample typography
and footwear with worldwide recognition for its luxury, excellence, and quality products. wn as one of the top brands, it is currently losing presence in the U.S. market. Fila’s top eir brand image through out the years, and with its 100th anniversary coming up in 2011, it
Headline Options (Baskerville) Tagline Options (Gill Sans)
o change the consumer’s perception of the brand. The goal os this campaign is to redesign e, and focus on creating a brand that is viewed not only as a ‘sports’ brand but a ‘lifestyle’ as
Copy Options (Corbel)
sample logo
e, focusing on modern and classy. The colors stay nd and the logo represents the new rebranded n text to add elegance to the brand while sansevitalizing the image style.
FILA
s p o r t s
ant, trendy sports and the lifestyle the consumer
sample imagery
FILA
s p o r t s
stimulate your lifestyle
cmyk. rgb. pms. web.
77 . 46 . 0 . 0 0 . 132 . 240 2727C 0x0084F0
cmyk. rgb. pms. web.
19 . 100 . 100 . 11 184 . 32 . 37 1805 0xAD2624
cmyk. rgb. pms. web.
0 . 99 . 100 . 0 245 . 25 . 25 172C 0xF51919
cmyk. rgb. pms. web.
66 . 58 . 57 . 37 74 . 77 . 77 432 0x424A52
cmyk. rgb. pms. web.
58 . 47 . 47 . 14 111 . 114 . 114 424C 0x6F7272
cmyk. rgb. pms. web.
24 . 11 . 21 . 0 194 . 207 . 198 5665C 0xC2CFC6
FILA
s p o r t s
stimulate your lifestyle
cmyk. rgb. pms. web. cmyk. rgb. pms. web.
68 . 46 . 49 . 17 88 . 109 . 110 431C` 0x586D6E 24 . 11 . 21 . 0 195 . 207 . 198 144C 0xBA122B
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STYLE GUIDE
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The new Fila brand message inspires prominence, distinction and a sense of refresh, and all this is expressed across all channels of conveyance. The new Fila logo was created in a way to make it easy to take apart for use in different mediums, consisting of a logo icon, brand header and sub-header. Fila’s iconic red and blue were kept in the brand, though with an up to date variation of those same brand colors. Adequate use of these elements in only the proper mediums of communication is critical in order to keep the essence and quality of the Fila brand standards.
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3.1 the brand identity
FILA s p o r t s stimulate your lifestyle tagline sub-header
The Fila brand consists of four elements: The symbol, the header, the sub-header, and the tagline. The logo needs to be stacked in a horizontal form at all times and can be styled in monochromatic tones, as long as they bare a variation from the original color palette and are in a properly contrasting background. The brand can be separated for individual display in different mediums as long as they effectively maintain shape, proportions, and accepted colors of the brand. The following showcases the proper use for the color, typography, and size of the Fila logo.
symbol header
symbol
header
sub-header
tagline
The symbol represents an ‘F’ for Fila while showing an appearance of a triangular shield in gradient tones of blue an red.
The typeface for the header is Baskerville: Size “1”. 2.5 times smaller than logo at a vertical scale of 80%.
The typeface for the subheader is Euphemia UCAS: Size “1”. 3.5 times smaller than the main typeface, extended through-out main typeface’s length, at a vertical scale of 80%.
The typeface for the subheader is Corbel: Size “1”. 4.5 times smaller than the main typeface, extended through-out main typeface’s length, at a vertical scale of 80%
The symbol was created representing an updated version of the old Fila logo.
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3.2 the color palette 100
primary colors
100
100
100
100
100
secondary colors
100
100
100
100
80
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CMYK RGB PMS
C. 95 M. 69 Y. 3 K. 0 R. 7 G. 92 B. 166 660C
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CMYK RGB PMS
C. 77 M. 46 R. 0 G. 132 2727C
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CMYK RGB PMS
C. 19 R. 184 1805
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CMYK RGB PMS
C. 0 M. 99 Y. 100 K. 0 R. 245 G. 25 B. 25 172C
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CMYK RGB PMS
C. 66 R. 74 432
M. 58 G. 77
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CMYK RGB PMS
C. 58 R. 111 424C
M. 47 Y. 47 K. 14 G. 114 B. 114
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CMYK RGB PMS
C. 68 R. 88 431C
M. 46 Y. 49 K. 17 G. 109 B. 110
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CMYK RGB PMS
C. 24 M. 11 Y. 21 K. 0 R. 194 G. 207 B. 198 5665C
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CMYK RGB PMS
C. 0 M. 52 Y. 100 K. 0 R. 247 G. 144 B. 30 424C
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CMYK RGB PMS
C. 75 M. 68 Y. 67 R. 0 G. 0 B. 0 426C
M. 100 G. 32
Y. 0 K. 0 B. 240 Y. 100 B. 37
Y. 57 B. 77
K. 11
K. 37
K. 90
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3.3 the logo The new Fila brand targets young, stylish athletic enthusiasts with a keen sense for fashion and popular trends. The new logo complements the company’s desire to keep up with these new trends, as well as establish a fresh new face in the mind of the consumers. The new logo follows the old logo’s idea to use the ‘F’ as a stand-alone variation for the brand display. In this case, since the top part of the symbol is bigger than the bottom part, the new ‘F’ symbol has inverted colors to avoid the Fila red color from being too prominent. The Fila red and blue were taken into consideration and were integrated in the new logo with a modern departure of the original, plus use of gradients.
The logo should always be surrounded by clear field space all around to achieve a clear visual impact. The minimum absolute clear space able to surround the logo is equal to the letter “o” in the Fila word-mark. The logo cannot be altered, distorted, rearranged or set in backgrounds not compelling to match or complement colors of the brand. A monotone setting is allowed as long as it is within the color standards and against a properly complementing background. The symbol is allowed to appear without the headers as long as it is not distorted in any way or in colors not according to standards. Same goes for the header and sub-header without the symbol.
FILA
s p o r t s
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logo standards logo clearspace
o o
o o
o o
FILA
s p o r t so 210 px o
do this
Non-Gradient Style
FILA
s p o r t s Monochromatic Red
FILA
s p o r t s Subheader Blue
FILA
s p o r t s
Contrasting but Coordinating
FILA
s p o r t s Monochromatic Blue
FILA
s p o r t s Appropiate gradient variations
FILA
s p o r t s
o o
94 px
112 px
o o
o o
112 px
o o
don’t do this Unacceptable Backgrounds
FILA
s p o r t s Distortion
FILA
s p o r t s Any Filter Effects
FILA
s p o r t s
Non-Contrasting Backgrounds
FILA
s p o r t s Innapropiate typeface or size
FILA
sports
Any Shadow Effects
FILA
s p o r t s
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3.4 the typography
Fila will use three typefaces to represent it’s new brand. A new mix of elegance with modern, will help Fila establish itself properly in both directions. Baskerville, Gill Sans, Corbel, and Euphemia UCAS will be used for all materials and promotions on this campaign.
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baskerville
gill sans
Baskerville is a transitional serif typeface. It’s accurate contrast between thick and thin strokes, makes the serifs sharper and in turn, a distinguished font for the main logo typeface, headlines, and titles.
Gill Sans is an alternative substitute for sub-headers and page titles as its font is sans-serif and helps with the cleanness of the look. Gill Sans also serves well across the board being such common type font.
ABCDEFGHIJKLMNOP QRSTUVWXYZ
ABCDEFGHIJKLMNOP Q R ST UVW XY Z
abcdef ghijklmnopqrstu vwxyz
abcdefghijklmnopqrst uvwxyz
1234567890
1234567890
corbel
euphemia ucas
Corbel will work as a secondary typeface for the Fila logo. Its soft flowing curves can work in small sizes and allow a perfect modern contrast to Baskerville’s serious elegance.
Euphemia UCAS is a clean, modern sans-serif typeface. Its purity and cleanliness makes the font properly legible and will be used as the primary Fila typeface for communication across different media.
ABCDEFGHIJKLMNOPQR S T U V W XY Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuv wxyz
a b c d e f g h i j k l m n o p q r s t u v w x y z
1234567890
1 2 3 4 5 6 7 8 9 0
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FINAL SOLUTIONS
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The new ‘lifestyle’ campaign creates a new era for Fila. Their focus will be the high end consumers , the trendy, sports junkies, lifestyle acquirers, and people who like to keep up with the world. The brand message ‘stimulate your lifestyle’ inspires the user to go beyond their limits of comfort and push towards something beyond themselves.
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4.1 the print ads Advertising plays a strong role in the new Fila Lifestyle campaign. It is essetial to show the consumers the new face of Fila, but the new collection that will go with it. Fila now will focus on attracting younger consumers who have an edge for fashion. Print ads on the right magazines magazine and billboards across the natin will help spread the word on the new Fila collection and the new campaign going with it.
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4.2 the website
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main site
women apparel
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single page
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contact page
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4.3 the apparel
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fila in style
fila in style
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fila in sports
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fila in sports
FILA
s p o r t s
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picture name: iStock_000016829352 copyright owner: Matt Brown location: http://www.istockphoto.com
picture name: iStock_000001677552 copyright owner: wrangel location: http://www.istockphoto.com
picture name: iStock_000012133522 copyright owner: Macro World location: http://www.istockphoto.com
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