Rebranding Old Navy Guidelines 2013

BRAND GUIDELINES

O L D N AV Y BRAND GUIDELINES

Th e Academy of A r t Un ive rsit y , San F ran cisco 2 01 3 A is y a Zal i k ha Pu t r i .

Al l rig h t s re s e r ve d .

Firs t p u b l i she d i n 2 0 13 by Ai sya Zali kha Pu t ri Print e d i n S an F ran c i s c o .

Th is b o ok u se d Ep s o n Ul t ra matte p ap e r it wa s b ou n d by

CONTENTS - Ta b l e o f c o n t e n t s -

INTRODUCTION Old Navy

1.2

Our Beginning

1.4

The Competitors

1.6

WELCOME TO OLD NAVY T h e H o r i z o n t a l a n d Ve r t i c a l v e r s i o n

2.2

New Look of the Brand

2.4

Getting to Know

2.6

T h i n g s We N e e d t o Av o i d

2.8

COLORFUL JEANS , TSHIRT AND EVERYTHING Our Color System

3.2

Color vs. Black and White

3.4

Background Does Matter

3.6 3.8

Things that shouldn’t happen

L E T T H E F U N B E G I N AT O L D N AV Y !

O l d N a v y H a v e E v e r y t h i n g Yo u N e e d

4.2

Sketch Out Things Ty p e i s A l l D o e s M a t t e r Sketch, sketch sketch!

OLD NAVY WORLD All About Us (pplications)

5.2

CH

1.0

introduction

O L D N AV Y

INTRODUCTION

brand id entity

O L D N AV Y

1.2

U. S. P - Unique Selling Position -

G e t t h e f u n s h o p p i n g n e w e x p e r i e n c e a t O l d N a v y, o n e o f the best retail stores in U.S that is affordable, fresh, simple, basic, all for everyone. Old Navy provide everything that we need from basic apparel, to sportswear and accessories or even things that you need to buy for going back to school!

O l d N a v y, g o t e v e r y t h i n g y o u n e e d a n d i s f o r e v e r y o n e .

welcome.

O L D N AV Y

INTRODUCTION

Our Beginning - The History -

The Old Navy retail chain is a subsidiary of The Gap, Inc. Old Navy is an important retail concept for Gap Inc. Drexler spent a decade experimenting with different retail concepts, Old Navy became his next creation. The idea for the chain c a m e f r o m D r e x l e r, a n d h i s i n s p i r a t i o n w a s d r a w n f r o m a n article in a trade publication.

The idea was immediately successful. The sales recorded during the first few weeks convinced Drexler and his fellow executives that the lower-priced concept deserved its own identity and a format designed specifically for catering to the new demographic. After dismissing suggestions such as “ F o r k l i f t , ” D r e x l e r c h o s e t h e n a m e “ O l d N a v y, ” h a v i n g s e e n a n identically named bar while taking a walk in Paris.

be fo re T h i s i s t h e i r o f f i c i a l l o g o n o w. We l l i t ’s s i m p l e , b u t w a y t o o b o r i n g ! t h i s i s e x a c t l y w h y w e re b ra n d i n g o u r c u r re n t l o g o . Wa i t u n t i l y o u s e e t h e re s t of the system here works.

1.4

O L D N AV Y

O L D N AV Y

INTRODUCTION

Our Rival - The Competitors -

We d o h a v e c o m p e t i t o r s , s o m e s e r i o u s o n e s . T h e r e a r e s o m e similarities between our company and these five below listed companies that we have in our store too. First of all these companies carry basic apparel clothing for all ages and any accesories that a reatail store should hsve. But our biggest c o m p e t i t o r s a r e U n i q l o , Ta r g e t a n d J C P. T h r o u g h r e b r a n d i n g this company was basically how to be different and stand out f r o m o t h e r c o m p e t i t o r s o u t t h e r e . We a r e c r e a t i n g a w h o l e new image of Old Navy as in we have all the fun stuff and everyone just need to shop here right away!

1.6

O L D N AV Y

CH

2.0

welcome to old navy

O L D N AV Y

INDENTITY

O L D N AV Y

O L D N AV Y

2.2

the ho rizonta l version

Having this version wiil help us when the vertical version doesn’t look good in some parts pf the applications. Thats why we need this signature.

the ver tical version

This is our main version, we are going to see a lot of this version everywhere we see Old Navy products . Since it was chosen to be the logo t h a t i s c o m m o n l y u s e f o r n o w.

O L D N AV Y

IDENTITY

2.4

Fun Fresh, N o w t h a t y o u s e e O l d N a v y i s n o t s o d u l l a n y m o r e ! We u p d a t e our look and feel of the brand to be more fresh, fun and y e t s t i l l k e e p i n g t h a t s i m p l i c i t y. t h i s w h o l e n e w l o o k o f o u r brand should be totally out there and hope that this bring people to come to Old Navy and obviously having the best time in their life which is shopping.

NEW LOOK.

O L D N AV Y

IDENTITY

clear space

O L D N AV Y

x-height baseline

min. height 5 mm

O L D N AV Y

2.6

Getting to Know ..

- Our Integrity -

Old Navy needs some space apart from other things. Clearly this space has to remain true and when the rule is broken, s o m e b a d a n d u n c o s i s t e n c y o f t h e s y s t e m w i l l o c c u r. T h i s regulations should definitely be kept in mind.

The new identity can actually be shrink down pretty tiny to make Old Navy even more applicable for more application.

Especially that now the new application system has been m o r e d e v e l o p e d t h a n e v e r, O l d N a v y l o g o i s r e a d y t o g o t o b e applied anytime and anywhere, by anyone who really knows O l d N a v y.

O L D N AV Y

IDENTITY

T h i n g s We N e e d t o Av o i d - The Wrong Usage -

These are the things that we need to avoid when it comes to o u r b r a n d i d e n t i t y, w e s h o u l d k e e p i n m i n d t h a t w e c a n ’ t j u s t turn something around and make the brand into something that’s hideous because it’s just not pleasant in our eyes.

These all look horrible, so don’t ever turn the brand into a nightmare.

2.8

old navy A .1

A.2

O L D N AV Y A.3

O L D N AV Y A.5

A.4

O L D N AV Y A.6

O L D N AV Y A.7

A.8

A.1 Do not change the type to lowercaps A.2 Do not distort the type mark A.3 Do not change the color of the mark A.4 Do not change the type mark into outline A.5 Do not change the logo mark to gradient A.6 Do not change the typemark into light weight A.7 Do not resize the mark and also not having space between the word old and navy A.8 Do not remove or reposition the logotype and the mark itself.

CH

3.0

COLORFUL JEANS , T-SHIRT AND EVERYTHING

O L D N AV Y

CO LO R U SAG E

e u l b s.. n a je Our Color System - Color Usage -

3.2

RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 PA N T O N E 6 6 3 C

RGB: 248, 253, 255 CMYK: 1, 0, 0, 0 PA N T O N E 6 5 6 C

RGB: 55, 109, 183 CMYK: 75, 44, 0, 0 PA N T O N E 6 6 0 C

RGB: 28, 48, 126 CMYK: 100, 90, 10, 0 PA N T O N E 7 6 8 7 C

O L D N AV Y

CO LO R U SAG E

3.4

Color vs. Black & White - Color Usage -

A good identity would not depend itself on a color . not only that we know about that, we also know how impossible it is to apply a logo by using only one choice color pallete. Below there are four main ways that our identity is colored. All of them could be equally applied to anything that will fit their color best. Our mark is flexible, so that we could keep its good look.

O L D N AV Y B.1

O L D N AV Y B.2

O L D N AV Y B.3

B.4

O L D N AV Y

B.1 This is the mcommon usage, especially for white, plain and light color backgriunds B.2 & B.3 This could be used for several occasions B.4 This is used when applications or the mark just can not be printed or published in color.

O L D N AV Y

CO LO R U SAG E

Background Does Matter - Color Usage -

I t r e a l l y i s n o t t h a t w e w a n t t o d i s c r i m i n a t e . We r e a l l y d o l i k e c o l o r s , b u t w e j u s t k n o w w h a t i s w o r k i n g a n d w h a t i s n o t . Te x tured background could also have a very big impact on our i d e n t i t y, a n d t h a t ’ s w h y w e c a n ’ t j u s t a p p l y o u r i d e n t i t y o n a n y r a n d o m p l a c e s . We j u s t a l w a y s h a v e t o m a k e t h e c l a r i t y of our mark would be legible for everybody to see. Theseare the examples of colors that would work with our brand, the background colors are preferably colors from our system or palette.

own color

3.6

O L D N AV Y

O L D N AV Y

O L D N AV Y

O L D N AV Y

O L D N AV Y

O L D N AV Y

O L D N AV Y

CO LO R U SAG E

T h i n g s We N e e d t o Av o i d part 2!

- Color Usage -

Once again, it really is not that we want to discriminate.

These are just some samples that show how some colors are really just not working. Even though we used some of our color palettes, certain things just dont work with the mark.

no!

hmm.

.

3.8

O L D N AV Y

O L D N AV Y

C .1

C.2

O L D N AV Y C.3

O L D N AV Y

O L D N AV Y C.4

O L D N AV Y

C.5

C.6

O L D N AV Y

O L D N AV Y

C.7

C.8

C.1 Do not change the background with a gradient C.2 Do not use black oas your background C.3 Do not change the color of the mark and the logotype dark against dark color background C.4 Do not show it with light color C.5 Do not use both in gradient C.5 Do not outline the mark C.7 Do not change the inside color of the anchor C.8 Do not have the type be in light color id not legible to read

CH

4.0

LET THE

FUN

BEGIN! flip the page!

O L D N AV Y

SUPPORT SYSTEM

To b e g i n o u r s u p p o r t s y s t e m o r w h a t w e k n o w a s s e c o n d a r y g r a p h i c s , these are the elements that will make our brand stand out unlike a n y o t h e r c o m p e t i t o r s o u t t h e r e . We a r e t r y i n g s o m e t h i n g n e w a n d f r e s h f o r t h i s c o n c e p t , i t ’s j u s t l i k e h a v i n g y o u r d o o d l e s o r s k e t c h e s combined with your photographs.

4.2

our support system

O L D N AV Y

SUPPORT SYSTEM

Sketches of Things - Other Elements -

Let me tell you this, there are things that we need to support our look and feel for the brand. There are things listed b e l o w, a n d y o u c a n s e e t h a t a l l w e n e e d t o h a v e f o r t h i s a r e mostly having these doodle graphics. it’s fun all we need to do is just sketch things out! we can even play around with our own sketches and mix them up with photographs. Also blue colors, or navy blue color is the essential too. jeans fabric texture, feels very denim, creating this cool vibe since Old Navy have their denim line for everyone, all ages.

Everything that we need has already marked down!

graphic sketches all blue colors photography j e a n s fa b r i c / t e x t u r e

4.4

Old Navy Have Everything We N e e d - Secondary Graphics -

This image shows that Old Navy have everything you need from basic apparel to any accessories and stuff if you are preparing things for travelling and going back to school, Old Navy is the right place to go for your new look!

O L D N AV Y

SUPPORT SYSTEM

G OT H A M

MEDIUM

Ty p e f a c e

13pt/ 180/ 13

All The Headlines and Bodycopy in This Book Use Gotham

TYPE DOES M AT T E R Doodlepen typeface 30pt/60/ 13

U n i S a n s L i g h t Ty p e f a c e 8pt/60/9

This typeface is use for all t he footnotes

4.6

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo P p Q q R r S s Tt U u Vv Ww X x Yy Z z 1234567890~!@#$%^^&*()_+=-{}\|:”><?

Gotham medium font, we use as bodycopy through out the book and also for the headlines. size 13 pt, tracking 180 pt, and leading 13 pt.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890`!@#$%^&*()_-+={}|;’\”<>?

This is our Doodle pen typeface, which is our signature typeface for this book and also part of our element to support our secondary graphics. point size 30 pt, tracking 60 and leading 13 pt.

AaBbCcDdEeFfGgHhIi JjKkLlMmNnOo P p Q q R r S sT t U u V v W w X x Y y Z z 1234 567890`~!@#$%^&*()_+={}\:”,><?

Uni sans light is the typeface that basically from the logo, and it is our logotype but we also use this in every our small footnotes. size 8 pt, tracking 60 pt, leading 9.6 pt

O L D N AV Y

SUPPORT SYSTEM

Some Other Elements - other secondary graphics-

These are some other elements that are very supportive too! we can use this anytime we want because these are just signs and decorations to say what you want to say with the speech bubbles and the arrow to point out certain things!

sketch... sketch.. sketch.

4.8

A

C

E

B

D

F

A. Speech bubble with a rectangular shape B. Dashes line, to have some sort of cut out jeans or fabric feeling C. An Arrow, point out things like in our doodle or notes D. Another speech bubble that shaped like a cloud E. Lines like â&#x20AC;&#x153;Holyâ&#x20AC;?/ important things F. another one for speech bubbles

CH

5.0

A P P L I C AT I O N S FOR O L D N AV Y

O L D N AV Y

A P P L I C AT I O N S

O l d N a v y Wo r l d - Applications -

SPRING ON SALE

NOW

25% OFF

GET 25% OFF ANY SINGLE ITEMS T O D AY S ’ O U T F I T

l og i n

YO U R G A L L E R Y

*

W H AT S O N S A L E ?

F I N D A STO R E

5.2

CHOOSE YOUR OUTFIT $ 1 95 0 HOODIE

$ 7 30 RED TSHIRT

$29 BROKEN IN KHAKIS

8/9

SHARE THIS!

Here are our iphone screen shots, from the left side begin with the homepage -> menu or navigation -> and then you can go to todayâ&#x20AC;&#x2122;s outfit and you can choose a new outfit look for you and you can always see the prices and totally have your favorite look and share it to the whole world through facebook and twitter.

O L D N AV Y

A P P L I C AT I O N S

O L D N AV Y

O L D N AV Y 2 Folsom St. San Francisco, CA, 94105

O L D N AV Y 2 Folsom St. San Francisco, CA, 94105 oldnavy.com

Glenn K. Murphy

650. 952. 4400

Assistant Manager

oldnavy.com

5.4

O L D N AV Y

2 Folsom St. San Francisco, CA, 94105 650. 952. 4400 oldnavy.com

stationery system/ business system; business card, envelop, and letter head. Shown at 50%.

O L D N AV Y

A P P L I C AT I O N S

WEBSITE/ HOMEPAG E/ O L D N AV Y .

COM

er ent SALE NEWS / LOOKS /

site

.

O L D N AV Y

Log on to our website! itâ&#x20AC;&#x2122;s fun you can see the inside of our store and have this virtual tour!. Homepage + insider page

5.6

in s id e s t ore

c li c k h e r e!

O L D N AV Y

A P P L I C AT I O N S

O L D N AV Y

Itâ&#x20AC;&#x2122;s time for you to go shopping! its exciting to see this our brand new shopping bag, there two types; the larger one and the regular ones.

5.8

O L D N AV Y

Sh op pi ng

WOOHOO!

O L D N AV Y

A P P L I C AT I O N S

ALL NEW FUN SHOPPING EXPERIENC E

A CLOSE R LOOK

ALL NEW FUN SHOPPING EXPERIENC E

O n th is e m pt y st re e t. .

5 .1 0

This banner will stand out in the middle of the street, with that blue color and our big logo, everyone should notice that from far away. We have the closer look and yes this banner should be everywhere around the town.

O L D N AV Y

A P P L I C AT I O N S

O L D N AV Y

5 .1 2

O L D N AV Y

Our poster! this poster represent fun stuff that you can get at old navy. Also showing a whole new look of old navy.

O L D N AV Y

A P P L I C AT I O N S

TO O G !

T ’ S AV Y E L N D L O

A N ST

5 .1 4

old navy.c om

LL EW TUFF.

Bus stop environment, it is the perfect location to have the logo and to promote people that are waiting or just passing by to see our new identity.

O L D N AV Y

A P P L I C AT I O N S

Advertisement campaign, the new ad campaign to promote O l d N a v y, a s i n a n e w f r e s h s t a r t a n d d i f f e r e n t t h a n o t h e r competitors out there.

OLD NA VY

A WHOLE NEW LOOK FOR AN

AD campaign

O L D N AV Y

A.1 Do not change the type to lowercaps A.2 Do not distort the type mark A.3 Do not change the color of the mark A.4 Do not change the type mark into outline A.5 Do not change the logo mark to gradient A.6 Do not change the typemark into light weight

O L D N AV Y

A P P L I C AT I O N S

O L D N AV Y

need help ?

5 .1 6

Promotional things like pen and also this is our new uniform , blue and white represent our brand look and feel and the cap has our main logo. Uniform with “need help?” to create a g o o d e n v i r o n m e n t r e l a t i o n s h i p w i t h t h e c u s t o m e r.

!

MERCHANDISE,

UNIFORM,

AND THINGS . .

K TO OL

BACK SCHOO O L D N AV Y

5 .1 8

BACK T SCHOOL

TO OL O L D N AV Y

O L D N AV Y

A P P L I C AT I O N S

5.20

PICK YOUR CARDS NOW!

Y

RSHIP

RD

SPRING ON SALE

DISCOUNT

NOW

2 5% off

25% OFF

old navy.c om

$ 10

$ 25

Membership cards and giftcards.

You can always use this to get 10% or even 25& discount if you are already a member! get it now!

O L D N AV Y

nav old

A P P L I C AT I O N S

y.co

m

OUR

AUTHENTIC STYLE & COMFORTABLE FIT

MAKE THESE JEANS TRULY

ORIGINAL #1, MOST FAVORITE JEANS

SKINN #1, M OST

OLD

Y JEA NS

F AV O R

ITE JE ANS

N AV Y

5.22

SKIN #1,

NY J EAN S

MOS

T FA VOR

OLD

ITE

NA

JEA

VY

NS

DENIM.

deni

iti m ed

on.

Tags. Jeans tag on denim section, those are jeans tags, Old Navy have denim collection for all ages, anyone can look good with jeans.

O L D N AV Y

A P P L I C AT I O N S

5.24

TRY IT OUT IN OUR FITTING ROOM

Interior : Fitting room & Display store promotional piece.

Whatâ&#x20AC;&#x2122;s it look like inside the store and the outside look of the store.

O L D N AV Y

A P P L I C AT I O N S

5.26

NEW, FUN SHOPPING EXPERIENCE!

ONLY AT

O L D N AV Y

Banners and signs. More promotional signs inside and also putting outside the store.

O L D N AV Y

A P P L I C AT I O N S

Get these fun mouse pad for your computer at home or at your office! cool promotional things Yo u n e e d t o h a v e o n e o f t h e s e . .

5. 28

MY MOUSE P AD IS RAD old navy.c om

Two different mouse pad, which one do you like? blue and white represent our new brand.

O L D N AV Y

A P P L I C AT I O N S

MY TEESHIRT IS WAY COOLER THAN YOURS

old

navy

. com

5.31

lookinâ&#x20AC;&#x2122; s i h t h t i good w . . â&#x20AC;&#x2122; e e t c i graph

Since Old Navy selling graphic t-shirt, we are making this cool t-shirt very simple and yet this could be a new trend especially for the yound adults target market.

O L D N AV Y

A P P L I C AT I O N S

Promotional

things,

this

blue

and

white

umbrella

which

makes our brand more stand out and could be everywhere or anywhere in the world.

r e d n u ay t s n a you c .. llaaa my

b m m UM

re

e s e h t e shar . s t n e mom

5.33

Getthis umbrella to share your special moments, Another promotional things, like this umbrella, old Navy logo is just out there compare to the old ones.

O L D N AV Y

A P P L I C AT I O N S

Iâ&#x20AC;&#x2122;M

AWESO

MY PIN

ME

UP!

Key chain and pin up buttons with old navy logo. different design for each buttons.

HELL

O!

5.35

MY PIN

ITâ&#x20AC;&#x2122;S ME

. navy old com

o ld n a v y .c om

MY KEYchain .

O L D N AV Y

A P P L I C AT I O N S

this is how the old navy store looks like on the inside, a whole new white color wall and blue taking the color from our palette. new modern feel of the interior

5.37

O L D N AV Y

O L D N AV Y

A P P L I C AT I O N S

Interior: This is almost like a waiting room before you enter the fiiting room, but this could be one of the in-store display room too.

5.39

O L D N AV Y

A P P L I C AT I O N S

pay

her

e.

interior: This is part of the cashier check, where everyone could pay up their stuff. The concept itâ&#x20AC;&#x2122;s still using white color and blue from our color patette.

5.41

Y V A N D L O

exterior: old navy building from outside.

goodbye!