Contents What is Stang? History, Vision, & Personality Logo Specifications Typography Color Palette Image Use & Photo Style Letterhead & Business Card Signage & Poster Specification Writing Style & Voice Social Media Guidelines Examples
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What is Stang?
Stang is a clothing and design brand created to the nature lover in you happy, comfortable, and free to do whatever you want to do. Let’s face it, not all women love pink. Am I right? We are a company geared towards the women who enjoy the simple things in life. A walk in the woods, the smell of rain, and a really good pair of blue jeans. 4
We are a company set out to dress women in comfortable, affordable, and classic clothes. Yes, you may love your bright pink John Deere t-shirt, but pink is not for everyone. We are easy to combine with other clothes. And if you get mud on it, the better it looks! What’s better than that?!
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History, Vision, Personality
The name “Stang” came about as a nickname given to owner, Hailey Martel. My freshman year, I was a cowgirl named Mustang Sally. I apparently was quite memorable that night and the name stuck. Eventually, it got shortened to “Stang.” It was a nickname that I loved and wanted to keep alive after graduating, so I chose to name my clothing and design brand after my fun loving alter-ego.
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Stang Apparel and Design started after noticing how crappy some clothing brands are. Not to name any names, but brands like Forever 21, Love Culture, and Charlotte Russe sell women ages 16-28 clothes that are terribly made. Being a financially challenged college student, I really had no other choice than to purchase cheap clothes at a cheap price. They would be cute for a few wears but after that they would fall apart, rip, fade, and shrink. Also, many of the cuts, styles, patterns, and sayings on the clothes are too trendy and can only be worn for a limited amount of time before they are out of style.
Stang’s style can be described as badass but refined. Nothing too harsh, but definitely not girly. We are a nature positive company, incorporating elements of earth in all our styles. Neutral, easy to match colors combined with comfortable but flattering fits. We are here to keep you looking good while working hard (or not, who cares, you look good either way.)
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width- .5 in
Logo should never be smaller than the tag (just cant see anything)
Logo Specifications width- 2 in
Make it as big as you want, put it on a billboard, write it in the sky. Just make sure it looks good! width- 4 in
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Our simple wordmark is to be left on its own or horizontally or placed inside a circle. The craziest we would get is if we added a mud smear or a string of barbed wire behind the wordmark but thats really pushing it.
We want the wordmark to stand alone because our designs can range to more than just trees and leaves. We can be farmers one day with chickens and cows represented then another day be a fisher-woman showing off a great catch. Our wordmark stands for the badassery of women. 9
Do’s
Dont’s
Variations using minimal object representation.
Use the white version only over dark images or colors
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Please don’t sit us on bright yucky colors. Venture out of the standard swatches. If possible, try to use soft white colors as a background. Like a nice parchment color... Yeah that sounds nice.
Now, if you’re going to use a parchment color please make sure that the logo has a color that is not white. Kinda hard to see the logo distinction.
Do not place the white logo over an image that is too light, it gets lost :(
Although this may seem like a good idea, having too much of a good thing is bad. We love trees but let’s save it for the t-shirt designs instead.
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Typography
Menlotus: 24pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Next Regular: 24pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
The main typeface, Menlotus, chosen for Stang has a nature-y, stick looking style. It’s easy to read and is tall and thin (like I wish I was). Menlotus can be used on almost anything since it is the typeface featured in the logo. 12
The secondary typeface is Avenir Next. A very versatile typeface with variations in weight. The typeface would be used mostly for text-heavy documents and papers (like this one.)
The third typeface, Drunken Serif, has a cool typewriter look to it (and a really awesome name.) Kinda feels like one of grandpas old letters to grandma during the war, right? How cute. Drunken Serif can be featured on tags and advertisements.
Drunken Serif: 21pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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P 176-10 U
P 16-2 U
Color Palette
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P 176-10 U
P 50-7 U
P 170-15 U
P 174-15 U
P 33-15 U
P 170-16 U
P 43-10 U
P 177-14 U
The color palette consists of mellow nature colors. They are easy to match and can look a million times better when dirty. What could be greater than that? 15
Patterns
The wood grain pattern can be opaque when used on documents or shopping bags. Can be used on t-shirts as well as a basic pattern. 16
Barbed wire is kinda badass so why not throw that on a “I’m having a bad day” t-shirt? It may keep you from having meaningless conversations with strangers. That’s a plus.
The combination of animal and nature symbols are all hand drawn and are thrown in a lined pattern. This would look nice on a shopping bag, right? 17
Decorative Elements
These cute little nature elements can be used accents on boring documents, made into a pattern (like we just did) or even just thrown on a t-shirt by itself. Hand drawn and unique, these icons show how Stang is unique from other brands. Who else takes time to draw things anymore? 18
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Image Use & Photo Style
Images should not be too bright and vibrant. A more sepia tone to images is ideal, but not too much... Old timey photos are not appreciated.
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Content should include some nature element or an animal. Models should wear minimal makeup and are to be of all different shapes and sizes.
The choice of content in the images should represent what Stang stands for. Badassery with a soft side for nature. Or anything that shows the beauty of America. 21
Letterhead & Business Card
The letterhead and business card are simple and clean but still cool. An opaque texture on the letterhead will make the reader of the letter actually want to read... Hopefully.
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The business cards are short, sweet, and to the point. The small embellishment can be changed depending on the person ordering the card. I chose a scary bear print because it best represents my personality.
The envelope is very simple, only featuring the logo in the center. This non-business envelope would most likely be used as thank you notes. The business envelopes will feature a small logo in the top left corner with the address aligned horizontally next to it.
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Signage & Poster Specifications
Poster advertisements should either be full of image or plain backgrounds. We do not want to distract the viewer by adding flares and decorative elements. Classic solid backgrounds can be chosen from the color palette or should be close to those in the color palette. 24
As for the choosing of images, they should feature either a human wearing our clothes, a beautiful landscape, or both. No frills, no bullshit.
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Writing Style & Voice
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As a company built around our wearers, the Stang voice is always plain-speaking and conversational.
Humor is an important part of the Stang voice. We don’t tell one liners, but employ a gentle wit to engage our wearers.
Our products are always explained in the simplest terms. If your mom couldn’t understand what is being written, then it’s not the Stang voice.
For instance “You could think of us as that overly generous Aunt who always insists you have a third helping. We prefer to think of ourselves as a big group hug.”
We also love sass and serious attitude. But not bitchiness, we don’t need anymore of that (we’re all trying to hide that side.)
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Social Media Guidelines & Usage
Let’s keep it classy when we are on social media, huh? We at Stang will not tolerate any hate messages towards us or our models. Any political banter and you will immediately be blocked from our page.
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No complaining, we are all adults here, let’s use our adult voices and use the comment section responsibly. And if you do have a problem with us personally, I would encourage anyone who thinks they are tough to come meet Bruce our bodyguard. I think the name says it all, don’t you?
When we post new articles, stories, or clothing, we encourage our users to share our messages to others. We won’t bite! Unless you come to meet Bruce, he can sometimes get hungry. These hand drawn social media icons will be featured in emails and on the website.
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Examples
Sewn-On Tags
These are just a few of the designs and styles of Stang. Keeping the color palette in mind, we use simple nature colors for tags and most of the merchandise.
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Paper Tags
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T-Shirts
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Shopping Bags
small/medium bags 36
large bags 37
Thank You! From all of us at Stang Apparel and Design, we thank you for your time and support!