VISUAL STANDARDS GUIDE
THE SHARPER IMAGE
Amaze them by your rebirth. / Visual Standards Guide
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My sun sets to rise again. -Robert Browning / English Poet & Playwright
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THE SHARPER IMAGE
/ Visual Standards Guide
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OUR NEW DEMEANOR 1.1 OUR NEW LOGO / 09
1.2 PROPER LOGO USAGE / 16
1.3 DIMENSION RESTRICTIONS / 23
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THE SHARPER IMAGE
- Table of Contents -
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OUR NEW LOOK COLOR STANDARDS / 27
2.2 TYPOGRAPHY STANDARDS / 29
2.3 VISUAL STYLE / 35
2.4 CORPORATE BUSINESS SYSTEM / 36
03 EXTENSIONS 3.1 FUTURE EXTENSIONS / 38
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/ Visual Standards Guide
2.1
OUR NEW DEMEANOR
THE SHARPER IMAGE
01 / Our New Demeanor
/ Visual Standards Guide
01 07
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THE SHARPER IMAGE
01.1 / Our New Logo
/ Visual Standards Guide
1.1
OUR NEW LOGO The new logo of The Sharper Image now looks more modern and presents the spirit of gentlemen. It carries the mission of the original brand and pushes forward to the future vision of professional development.
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Logo Components The new signature of The Sharper Image has two components—the symbol and word mark. The two components will be used based on different design situations.
Symbol
Signature
Word mark
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THE SHARPER IMAGE
01.1 / Our New Logo
Symbol Our new symbol combines the concepts of revealing the hidden, which reflects the humility and intelligence of gentlemen.
/ Visual Standards Guide
TSI Original Typeface
Sensaway STD Designed by Aron Jancso in 2010. Published by Die Gestalten. Sensaway supports 68 different languages such as English, German and French in Latin, Other, and Cyrillic scripts. The typeface itself has a unique curve and sharp corners. It contains the feeling of both tough and soft. The curves were taken as inspiration and modified to be used as a design element for the new logo of The Sharper Image.
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0.6875x
x
0.625x
1.625x
x
x
1.125x
0.875x
1.125x
x 1.125x
0.875x
1.125x
1.125x
1.125x
1.125x
0.875x
0.5x
1.625x
0.5x
1.125x 0.6875x
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x
x
THE SHARPER IMAGE
01.1 / Our New Logo
0.3125x
0.375x
0.625x
0.625x
0.125x 0.1875x
0.125x 0.125x
0.125x 0.125x 0.125x 0.125x
0.1875x 0.125x
Original A
Word mark Typeface
0.0625x 0.125x
Modified
Our A
Gotham Gotham is a family of geometric sans-serif digital typefaces, designed by American type designer Tobias Frere-Jones in 2000. The design of the word mark has a modified letter A and the space to pair with the logo.
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/ Visual Standards Guide
0.625x
Clear Space The new signature of The Sharper Image needs clear space to make the visual system consistent. There should not be anything in the clear space area.
0.75x
7.9375x
0.75x
0.75x
3.125x
0.625x 0.625x 0.75x
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THE SHARPER IMAGE
0.75x
01.1 / Our New Logo
7.9375x
0.75x
3.125x
0.75x
0.75x
7.9375x
0.75x
0.625x 0.625x 0.625x
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/ Visual Standards Guide
0.75x
1.2
PROPER LOGO USAGE The new logo of The Sharper Image has three variations. Each of them should be used according to different design situations. This phase indicates the principle of the usage.
Primary
SIGNATURE
Secondary
SYMBOL
Tertiary
LOGOTYPE
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THE SHARPER IMAGE
01.2 / Proper Logo Usage
/ Visual Standards Guide
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Logo With Background There are times that the new logo be presented in a colored or dark background, for keeping the consistency of the design, these are the rules to follow.
THE SHARPER IMAGE
01.2 / Proper Logo Usage
/ Visual Standards Guide
Primary White on dark
Secondary TSI Blue on dark
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Improper Usage The presentation of the new logo of The Sharper Image have to be legible to identify. In order to maintain the consistency, all of the variations should be used in the original form.
Drop Shadow
Outline
Cropping
Stretch
Rotation
Misplace
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THE SHARPER IMAGE
01.2 / Proper Logo Usage
Miscolor
Gradients
Space Violations
Emboss or Bevel
Transparencies
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/ Visual Standards Guide
Patterns
10 m
1m
5 cm
1 cm
3 mm
Size by Height
SIGNATURE
SYMBOL
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LOGOTYPE
THE SHARPER IMAGE
01.3 / Dimension Restrictions
/ Visual Standards Guide
1.3
DIMENSION RESTRICTIONS Dimension restrictions helps to indicate the proper size for each variation. Follow the diagram to determine the usage of logo on printing, digital media and any other materials based on the size requirements.
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OUR NEW LOOK
THE SHARPER IMAGE
02 / Our New Look
/ Visual Standards Guide
02 25
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THE SHARPER IMAGE
02.1 / Color Standards
CMYK / 0. 0. 0. 0 RGB / 0. 0. 0 HEX / #000000
PMS / Pantone Solid Coated 276 C Pantone Solid Matte 276 M Pantone Solid Uncoated 276 U
CMYK / 83. 86. 44 .49 RGB / 45. 35. 65 HEX / #2d2341
PMS / Pantone Solid Coated 2728 C Pantone Solid Matte 2728 M Pantone Solid Uncoated 286 U
CMYK / 78. 66. 0. 0 RGB / 60. 90. 255 HEX / #3c5aff
COLOR STANDARDS The color choice of the new vision for The Sharper Image is to integrate it with a gradient. The gradient is composed of three colors, and it represents an illusion, humility, and intelligence, which is the concept of what makes a real man.
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/ Visual Standards Guide
2.1
PMS / Pantone Black C Pantone Process Black M Pantone Process Black U
/ Walbaum Bold
/ PT Sans Bold
THE SHARPER IMAGE
02.2 / Typography Standards
/ Visual Standards Guide
2.2
TYPOGRAPHY STANDARDS Typography plays an important role in the visual system of The Sharper Image. The two chosen typefaces are PT Sans and Walbaum.
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Typeface
01 / PT Sans
Designed by Alexandra Korolkova, Olga Umpeleva and Vladimir Yefimov and released by ParaType in 2009. PT Sans is based on Russian sans serif types of the second part of the 20th century, but at the same time has distinctive features of contemporary humanistic designs.
/ PT Sans Regular
/ PT Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
/ PT Sans Italic
/ PT Sans Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
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THE SHARPER IMAGE
02.2 / Typography Standards
/ Visual Standards Guide
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Typeface
02 / Walbaum
Designed by German typographer Justus Erich Walbaum and released by Monotype in 1804. The designer was inspired by other Modern Didone typefaces that had been created, such as Bodoni and Didot. Its extreme vertical stress, and fine hairlines contrasted with bold main strokes are typical of Modern fonts.
/ Walbaum Roman
/ Walbaum Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
/ Walbaum Italic
/ Walbaum Bolditalic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_+=?/[]\
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THE SHARPER IMAGE
02.2 / Typography Standards
/ Visual Standards Guide
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THE SHARPER IMAGE
02.3 / Visual Style
/ Visual Standards Guide
2.3
VISUAL STYLE The photography style of The Sharper Image would be black and white. Cooperate with the TSI gradient to create the tone of mature and humility. The primary graphic element is the hairline slash which deliver the idea of reveal and hidden.
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2.4
CORPORATE BUSINESS SYSTEM
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THE SHARPER IMAGE
02.4 / Corporate Business System
/ Visual Standards Guide
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FUTU EXTE
THE SHARPER IMAGE
03 / Future Extensions
03 39
/ Visual Standards Guide
URE ENSIONS
Gentlemen Retreat / DO
B1.3
B5
B3.4
B6.2 B6.4
B1.4
B3.2 B1.1
B4.1
B1.2 B6.1
B6.3
A1.1
B4.2 B2.1 B2.2
B3.1
B1.5 B3.3
B5
B3.6 A2.4
A1.2 B2.3
B2.4 A3.4 A2.1
A3.3 A2.2 A2.3
A4 A2.7
A3.1
A2.6 A3.2
A3.5
TSI Academy / LEARN
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A2.5
THE SHARPER IMAGE
03.1 / Future Extensions
/ Visual Standards Guide
3.1
FUTURE EXTENSIONS The Sharper Image is bringing in new vision to work on their mission and to reinforce professionalism. The future extensions include two core centers; The TSI Academy for intelligence, and the Gentlemen Retreat for communication with others.
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A.
LEARN
TSI Academy A1_ Exchange Program A1.1 / East Coast Program
A1.2 / West Coast Program
A2_ Character Building A2.1 / Office Presentations A2.2 / How to work with women A2.3 / Consumer Protection A2.4 / Mixology Classroom A2.5 / Fidelity Investment A2.6 / Self Management A2.7 / Living Feng Shui A3_ TSI Academy Membership A3.1_ Teamwork Skills A3.2_ Leadership Development A3.3_ What books to have on your shelves A3.4_ Business Etiquette A3.5_ Multi Cultural Strategies
A4_ TSI Faculty
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THE SHARPER IMAGE
B.
DO
03.1 / Future Extensions
Gentlemen Retreat B1_ Image: Gentlemen (Outfit Line) B1.1_ Customized Handmade Leather Shoes Series B1.2_ Suit Up Collections B1.3_ TSI Accessories B1.5_ The Dressing Room B2_ Sharper Training (Body Workout) B2.1_ Boxing: Fight Club B2.2_ TSI Broga B2.3_ TSI Eats B2.4_ TSI Crossfit B3_ TSI Happenings (Events) B3.1_ Philanthropy B3.2_ Pop Up Trucks Snapshot B3.3_ Gallery Tour B3.4_ TSI Marathon B3.5_ Outdoor Exercise Meet-ups B3.6_ Technology Exhibition B4_ Image: Living Feng Shui B4.1_ TSI Furniture & More B4.2_ TSI Interior Plan B5_ TSI DayPass B6_ TSI Website & App B6.1 / Sharper News Channel B6.2 / Image: Gentlemen Online Store B6.3 / TSI Happenings Ticket Platform B6.4 / Sharper Training Register Platform
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/ Visual Standards Guide
B1.4_ Sharper Sportswear
Descriptions A. TSI Academy TSI Academy has two locations, one in the east coast and one in the west coast. The academy provides professional practice courses for academy members to select. The courses are available from Monday to Friday. Besides the classrooms, other resources in the academy will be available during the weekend.
A1. Exchange Program The exchange program allows members to transfer within the two academy locations, which helps members to know the difference. A2. Character Building TSI provides professional courses that focuses on individual skill development in the real world. Academy members can register courses they are interested in and attend other related workshops. A2.1. Office Presentations Office presentations is the courses that support members to practice self-presenting for professional training. A2.2. How to Work with Women Gender could make a big difference while working. The courses introduce the knowledge members need to know while working. A2.3. Consumer Protection Understanding the law which protects our benefits, but also what we should not do to prevent breaking the law. A2.4. Mixology Classroom Every man should know how to taste wine, and to know how to make it, even better.
A2.5. Fidelity Investment One professional course to learn about fidelity investment. A2.6. Self Management The first impression shows how a man maintaining himself. It is not physical but also intellegence. A2.7. Living FenG Shui Whether in the living home interior or the office arrangement, feng shui affects the sense of human body and mind. A3. TSI Membership TSI Membership is the team based discussion focus courses. Each course targets different soft skill that is necessary in the working field. A3.1. Teamwork Skills A3.2. Leadership Development A3.3. What Book to Have on Your Shelves A3.4. Business Etiquette A3.5. Multi Cultural Strategies A4. TSI Faculty Welcome to join our faculty and help others to achieve a real man.
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THE SHARPER IMAGE
03.1 / Future Extensions
B. Gentlemen Retreat The Gentlemen Retreat is the center for TSI gym, hosting TSI events, and showcasing products of TSI.
B2. Sharper Training Sharper training is the workout program provided in the Gentlemen Retreat for members to exercise and train their bodies. It provides multiple courses for members to join. B2.1. Boxing: Fight Club B2.2. TSI Broga B2.3. TSI Eats B2.4. TSI Crossfit
B4. Image: Living Feng Shui The official furniture and home decor line of TSI. It also provides interior planning service for the customer and members. B4.1. TSI Furniture & More B4.2. TSI Interior Plan B5. TSI DayPass TSI DayPass is the permit to attending the gym and other utilities. B6. TSI Website & App The official website of TSI. B6.1. Sharper News Channel B6.2. Image: Gentlemen Online Store B6.3. TSI Happenings Ticket Platform B6.4. Sharper Training Register Platform
B3. TSI Happenings TSI happenings is the events platform which provide and host events for both open public and members. B3.1. Philanthropy B3.2. Pop Up Trucks Snapshot B3.3. Gallery Tour B3.4. TSI Marathon B3.5. Outdoor Exercise Meet-ups B3.6. Technology Exhibition
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/ Visual Standards Guide
B1. Image: Gentlemen The official outfit line of TSI for men. B1.1. Customized Handmade Leather Shoes Series B1.2. Suit Up Collections B1.3. TSI Accessories B1.4. Sharper Sportswear B1.5. The Dressing Room
All content for The Sharper Image Visual Standards Guide was collected, conceived, written and design by Grace Min Shan Lee. www.behance.net/graceminshanlee School / Academy of Art University Course / GR604: Nature of Identity Instructor / Hunter Wimmer Copyright Š Grace Min Shan Lee The image in this book are used in accordance with the Creative Commons License. This book is a non-commercial work produced as a student project for educational purpose, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright Law.