BOTS Brand guidelines

I S A B E L TAY / 1 4 0 2 2 1 0 G / T D 0 5

Corporate Brand Identity Guidelines

TABLE OF CONTENTS Using these Guidelines

3

BOTS Toolkit

4

Logo Elemenets

5

Ver tical Lock Up

6

Horizontal Lock Up

13

Colour Palette

20

Logo Colour Variations

21

Typography

22

Secondary Graphics

24

Print Application

25

Digital Application

36

Others

38

3

USING THESE GUIDELINES These guidelines will be used as a reference for you in bringing consistency across all BOTS communication platforms. These guidelines will help you understand what to do and what to not do when it comes to our logo, colour palette, typography, layouts and other graphic elements.

The following pages will explain the basic principles that control BOT’s visual identity to ensure that all communications will create a stronger BOTS brand presence.

4

BOTS TOOLKIT The identity components are a toolkit used to express the BOTS brand and personality. The SBA toolkit is comprised of the BOTS logo, the SBA wordmark and logo lock-ups, a family of typefaces, and a monochromatic grey colour palette. When used correctly, all of the components help create a strong brand voice. The following pages examine each element in depth.

1.

3.

STREET FASHION

2.

4.

1. BOTS Logo 2. Vertical Lock-up

5.

3. Horizontal Lock-up 4. Primary Colour C – 18% | M – 66% | Y – 64% | K – 7% #C66954 5. Secondary Colour C – 76% | M – 54% | Y – 33% | K – 19% #48607A 6. Typography

6.

PT Sans Regular PT Sans Bold

5

LOGO ELEMENTS The logo consists of 2 elements.

1. Symbol The symbol of BOTS’s logo is inspired by the saying “fast forward fashion”. The triangles in the “fast forward” icon were also incorporated into the logo through the letter “B”. The dynamic and geometric form of the symbol provides an edgy vibe to BOTS. The colour orange is a representative of our adventurous and enthusiastic attitude in providing street wear that is not only stylish but also unconventional.

2. Word-mark The looser tracking of the word-mark gives a cleaner finish to the logo, which enhances the geometric form of the logo.

1.

2.

6

VERTICAL LOCK-UP LOGO GRID The dimensions of the logo are to be followed proportionally when reproducing the logo onto other surfaces.

2.5X 30째

30째

3X

.5X X

4X

7

SPACING AND MARGINS 1.

1. Minimum size of the logo (Print) To ensure maximum visibility and impact of the logo, the width of the logo should not be lesser than 20mm to ensure visual clarity.

2. Minimum size of the logo (Digital) To ensure maximum visibility and impact of the logo, the width of the logo should not be lesser than 85px to ensure visual clarity.

3. Clearspace around the logo Always provide adequate clearspace around the BOTS logo to maintain its legibility and integrity.

The amount of clearspace surrounding the logo is proportional to the size of the BOTS logo. The minimum amount of clearspace around all sides of the logo is equal to half (.5x) of the height of the BOTS logo (x).

20mm

3. .5X

.5X

.5X

.5X

X

2.

X

85px

.5X

.5X

.5X

.5X

8

LOGO POSITION 1.

1. Preferred version of the logo: Anchored to the top left or bottom left of the margin 2. Acceptable: Anchored to the top or bottom centre 3. Never: Anchored to the top right or bottom right of the margin.

2.

3.

9

TWO-COLOUR LOGO BOT’s orange and navy are our brand colours and our logo lock-ups should be represented in these colours ensure consistency and integrity across all communication platforms.

1.

1. Vertical lock-up on white background

3.

2. Vertical lock-up on BOTS orange background 3. Vertical lock-up on BOTS navy background 2.

10

ONE-COLOUR LOGO The one-colour vertical lock-up should only be used in times where a one-colour print job is required.

In these situations, the usage of BOTS orange is preferred.

1.

1. Vertical lock-up in BOTS orange

3.

2. Vertical lock-up in black 3. Vertical lock-up knock-out of BOTS orange 2.

11

LOGO VIOLATIONS 1.

2.

3.

4.

5.

6.

1. Do not outline the logo 2. Do not scale out of proportion 3. Do not create outlines with any colours 4. Do not use any other typeface 5. Do not add drop shadow to the logo 6. Do not place on similar background

BOTS

12

LOGO VIOLATIONS 7.

8.

9.

10

11.

12.

7. Do not change the opacity of the logo 8. Do not use colours besides the colour palette 9. Do not rotate the logo 10. Do not mix the colours of the logo 11. Do not enclose the logo in shapes 12. Do not resize elements

13

HORIZONTAL LOCK-UP LOGO GRID The dimensions of the logo are to be followed proportionally when reproducing the logo onto other surfaces.

2X

The horizontal lock-up of the logo is the secondary version and is to be used in cases of a limitation of sizing in terms of length.

3.5X

X

2.5X

.25X .5X

14

SPACING AND MARGINS 1.

1. Minimum size of the logo (Print) To ensure maximum visibility and impact of the logo, the width of the logo should not be lesser than 40mm to ensure visual clarity.

3.

40mm .5X

2. Minimum size of the logo (Digital) To ensure maximum visibility and impact of the logo, the width of the logo should not be lesser than 150px to ensure visual clarity.

3. Clearspace around the logo Always provide adequate clearspace around the BOTS logo to maintain its legibility and integrity.

The amount of clearspace surrounding the logo is proportional to the size of the BOTS logo. The minimum amount of clearspace around all sides of the logo is equal to half (.5x) of the height of the BOTS logo (x).

.5X

.5X

.5X

.5X

.5X

X 2.

150px

.5X

.5X

15

LOGO POSITION 1.

1. Preferred version of the logo: Anchored to the top left or bottom left of the margin 2. Acceptable: Anchored to the top or bottom centre 3. Never: Anchored to the top right or bottom right of the margin.

2.

3.

16

TWO-COLOUR LOGO BOT’s orange and navy are our brand colours and our logo lock-ups should be represented in these colours ensure consistency and integrity across all communication platforms.

1.

1. Vertical lock-up on white background

3.

2. Vertical lock-up on BOTS orange background 3. Vertical lock-up on BOTS navy background 2.

17

ONE-COLOUR LOGO The one-colour vertical lock-up should only be used in times where a one-colour print job is required.

In these situations, the usage of BOTS orange is preferred.

1.

1. Vertical lock-up in BOTS orange

3.

2. Vertical lock-up in black 3. Vertical lock-up knock-out of BOTS orange 2.

18

LOGO VIOLATIONS 1.

2.

3.

4.

1. Do not outline the logo 2. Do not scale out of proportion 3. Do not create outlines with any colours 4. Do not use any other typeface 5. Do not add drop shadow to the logo 6. Do not place on similar background

BOTS STREET FASHION

5.

6.

19

LOGO VIOLATIONS 7.

8.

9.

10.

11.

12.

7. Do not change the opacity of the logo 8. Do not use colours besides the colour palette 9. Do not rotate the logo 10. Do not mix the colours of the logo 11. Do not enclose the logo in shapes 12. Do not resize elements

20

COLOURS The colours of a company are important as it plays a huge part in company recognition. Colours are one of the key elements in identifying a brand.

These are the colour guidelines to keep the coporate colours consistent and accurate for brand recognition.

1. Orange C: 18% M: 66% Y: 64% R: 194 G: 105 B: 84 #C66954 2. Navy C: 76% M: 54% Y: 33% R: 53 G: 72 B: 96 #48607A 3. Black C: 0% M: 0% Y: 0% R: 0 G: 0 B: 0 #000000

1.

2.

K: 7% 3.

K: 19%

K: 100%

21

COLOUR VARIATIONS 1.

3.

2.

4.

1. Primary Colour 2. Secondary Colour 3. Black and White 4. Greyscale 5. Reverse White

5.

22

TYPOGRAPHY Typography plays an important role in our brand expression. Our system incorporates the typeface family PT Sans across all communications. It is modern and sophisticated. The BOTS identity system uses two different weights of PT Sans, providing visual distinction and differentiation in emphasis for text and headlines.

PT Sans Bold

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdejfghijklmnopqrstuv wxyz 0123456789

PT Sans Regular

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdejfghijklmnopqrstuvwxyz 0123456789

23

WEB TYPOGRAPHY Universal fonts are required for communications displayed on websites, e-mail newsletters and mobile applications etc. As PT Sans is not a universal font, it is not a viable typeface to be used. In such situations, text would be converted to the computer’s default fonts. In order to maintain consistent brand identity, Arial, a compatible websafe font, has been chosen for BOTS. The rules for PT Sans are also applicable when using Arial. The minimum size for any web font is 9pt.

Arial Bold

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdejfghijklmnopqrstuvwxyz 0123456789

Arial Regular

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdejfghijklmnopqrstuvwxyz 0123456789

24

SECONDARY GRAPHICS 1.

The secondary graphics shown are to be utilised appropriately to enhance the brand image and allow further brand recognition.

The secondary graphic element is derived from the letter “B� in the logo. It is the outlined version of the letter B. It is to be used in an opacity of 30% in the background. It can be tilted in any angle.

Do not alter, add or attempt to recreate the pattern.

Scale the pattern to the size of the intended use accordingly 1. Standard Form 2. Complex Form

2.

25

PRINT APPLICATION – LETTERHEAD Size: 210mm x 297mm

John Tan 55 Lavender Road Block 68 #04-39 Singapore 256234

Typography: PT Sans Regular, PT Sans Bold

21 November 2016

Paper: Zeta 120GSM Wove - Ivory

Dear Mr Tan,

*Letterhead on the right is not in actual size.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eu metus et velit efficitur consequat sit amet vel risus. In porta ipsum ut mollis ultricies. In sollicitudin non risus vel feugiat. Suspendisse cursus lacinia pretium. Nam sed augue sit amet felis ornare aliquet. Sed laoreet neque sed mi vestibulum molestie.

Maecenas blandit lorem at lorem pretium, sed ornare ligula tristique. Donec vulputate iaculis mi, vitae laoreet elit faucibus id. Donec semper egestas aliquet. Aliquam ac condimentum urna. Ut sit amet tincidunt purus, non vehicula quam. Nulla quam erat, luctus quis ornare vitae, congue at eros. Nullam imperdiet facilisis justo, nec iaculis nulla convallis vel.

Maecenas blandit lorem at lorem pretium, sed ornare ligula tristique. Donec vulputate iaculis mi, vitae laoreet elit faucibus id. Donec semper egestas aliquet. Aliquam ac condimentum urna. Ut sit amet tincidunt purus, non vehicula quam. Nulla quam erat, luctus quis ornare vitae, congue at eros. Nullam imperdiet facilisis justo, nec iaculis nulla convallis vel.

Etiam eleifend pellentesque porttitor. Nullam ut lacus ultricies, pretium arcu vitae, molestie est. Proin dictum enim id laoreet fermentum.

Regards,

Bryan Teh

Technology Park Block 212B Ubi Road 4 Singapore 819682

Tel: l: +65 6290 3804 Fax Fax: +65 6540 3949

hello@botsfashion.com.sg www.bots.com.sg

26

PRINT APPLICATION – LETTERHEAD

20.7 mm

10.4 mm John Tan 55 Lavender Road Block 68 #04-39 Singapore 256234

The measurements stated on the right are in actual size. However, the size of the paper is not.

21 November 2016

Actual size of letterhead: 210mm x 297mm.

Dear Mr Tan, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eu metus et velit efficitur consequat sit amet vel risus. In porta ipsum ut mollis ultricies. In sollicitudin non risus vel feugiat. Suspendisse cursus lacinia pretium. Nam sed augue sit amet felis ornare aliquet. Sed laoreet neque sed mi vestibulum molestie.

Maecenas blandit lorem at lorem pretium, sed ornare ligula tristique. Donec vulputate iaculis mi, vitae laoreet elit faucibus id. Donec semper egestas aliquet. Aliquam ac condimentum urna. Ut sit amet tincidunt purus, non vehicula quam. Nulla quam erat, luctus quis ornare vitae, congue at eros. Nullam imperdiet facilisis justo, nec iaculis nulla convallis vel.

Maecenas blandit lorem at lorem pretium, sed ornare ligula tristique. Donec vulputate iaculis mi, vitae laoreet elit faucibus id. Donec semper egestas aliquet. Aliquam ac condimentum urna. Ut sit amet tincidunt purus, non vehicula quam. Nulla quam erat, luctus quis ornare vitae, congue at eros. Nullam imperdiet facilisis justo, nec iaculis nulla convallis vel.

Etiam eleifend pellentesque porttitor. Nullam ut lacus ultricies, pretium arcu vitae, molestie est. Proin dictum enim id laoreet fermentum.

Regards,

Bryan Teh

Technology Park Block 212B Ubi Road 4 Singapore 819682

Tel: l: +65 6290 3804 Fax: +65 6540 3949 Fax

hello@botsfashion.com.sg www.bots.com.sg

20.7 mm

20.7 mm

15 mm

27

PRINT APPLICATION – CONTINUATION SHEET Size: 210mm x 297mm Typography: PT Sans Regular, PT Sans Bold *The continuation sheet on the right is not in actual size.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris at suscipit magna. Donec nec luctus metus, eget dignissim nunc. Duis varius sem porta euismod viverra. Praesent metus urna, mattis quis ipsum eleifend, volutpat eleifend magna. Ut sit amet iaculis est. Nam bibendum odio eu nibh hendrerit placerat. Duis mi tellus, consequat ac dapibus et, condimentum vitae ante. Vestibulum commodo rhoncus lacus, efficitur mattis purus dignissim ut. Morbi sollicitudin semper dui non dignissim. Sed ligula justo, posuere volutpat tellus in, consequat molestie libero. Praesent eget facilisis quam, sed condimentum nisi.

Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.

In sagittis urna eget consectetur malesuada. Praesent eleifend orci vel tempus porttitor. Vestibulum vitae blandit felis. Proin sapien velit, ullamcorper ut dolor sit amet, finibus placerat arcu. Cras fringilla diam et justo ultricies, ac lacinia sem pulvinar. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Donec consequat lorem tincidunt, sollicitudin lectus vitae, vestibulum nisi.

Curabitur vitae lectus quam. Donec fringilla cursus risus, molestie consectetur urna finibus ac. Curabitur condimentum velit nisi, eget egestas augue consectetur a. Curabitur ornare, sem id ornare tristique, risus enim viverra neque, ac hendrerit diam ex at nisl. Pellentesque ultrices viverra arcu, eu gravida urna finibus efficitur.

Mauris vel purus blandit arcu consequat fringilla. Morbi feugiat elementum velit, eget ultricies tellus commodo eu. Etiam eros arcu, semper id mauris vitae, vestibulum viverra sapien. Maecenas quis ante felis.

Aenean congue velit augue, ac consectetur sem lobortis quis. Sed iaculis egestas aliquet. Aliquam convallis est quis aliquet molestie. Praesent arcu ipsum, euismod a odio pellentesque, egestas mattis orci.

Cras rhoncus ligula odio, ac molestie magna lobortis sed. Donec eu massa quis risus cursus laoreet. Donec fringilla varius libero, id consequat est tincidunt sit amet. Vestibulum facilisis nunc nec odio cursus egestas. Sed nisl odio, sollicitudin eget eros et, ullamcorper cursus felis. Pellentesque blandit dolor commodo tempus luctus. Quisque ac ligula ac justo ullamcorper feugiat.

Curabitur vehicula, nisl vitae pharetra semper, purus velit auctor sapien, quis suscipit mauris massa id justo. Vivamus imperdiet enim et lobortis pharetra. Duis pretium mi ut ultrices aliquet. Sed vulputate facilisis ligula nec aliquet. Ut quis eros diam. Aliquam sodales convallis tortor ac sollicitudin. Nullam ultrices, odio nec dapibus placerat, felis magna ornare odio, vel commodo felis lectus et justo. Sed scelerisque lacus purus.

Nullam vulputate, ligula nec pulvinar feugiat, justo elit viverra urna, id interdum nulla tellus at nulla.

Quisque quis ipsum arcu. Nunc justo nisl, scelerisque at lorem sit amet, laoreet luctus justo. Nunc ut molestie magna.

28

PRINT APPLICATION – CONTINUATION SHEET The measurements stated on the right are in actual size. However, the size of the paper is not.

Actual size of letterhead: 210mm x 297mm.

48 mm

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris at suscipit magna. Donec nec luctus metus, eget dignissim nunc. Duis varius sem porta euismod viverra. Praesent metus urna, mattis quis ipsum eleifend, volutpat eleifend magna. Ut sit amet iaculis est. Nam bibendum odio eu nibh hendrerit placerat. Duis mi tellus, consequat ac dapibus et, condimentum vitae ante. Vestibulum commodo rhoncus lacus, efficitur mattis purus dignissim ut. Morbi sollicitudin semper dui non dignissim. Sed ligula justo, posuere volutpat tellus in, consequat molestie libero. Praesent eget facilisis quam, sed condimentum nisi.

Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.

In sagittis urna eget consectetur malesuada. Praesent eleifend orci vel tempus porttitor. Vestibulum vitae blandit felis. Proin sapien velit, ullamcorper ut dolor sit amet, finibus placerat arcu. Cras fringilla diam et justo ultricies, ac lacinia sem pulvinar. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Donec consequat lorem tincidunt, sollicitudin lectus vitae, vestibulum nisi.

Curabitur vitae lectus quam. Donec fringilla cursus risus, molestie consectetur urna finibus ac. Curabitur condimentum velit nisi, eget egestas augue consectetur a. Curabitur ornare, sem id ornare tristique, risus enim viverra neque, ac hendrerit diam ex at nisl. Pellentesque ultrices viverra arcu, eu gravida urna finibus efficitur.

Mauris vel purus blandit arcu consequat fringilla. Morbi feugiat elementum velit, eget ultricies tellus commodo eu. Etiam eros arcu, semper id mauris vitae, vestibulum viverra sapien. Maecenas quis ante felis.

Aenean congue velit augue, ac consectetur sem lobortis quis. Sed iaculis egestas aliquet. Aliquam convallis est quis aliquet molestie. Praesent arcu ipsum, euismod a odio pellentesque, egestas mattis orci.

Cras rhoncus ligula odio, ac molestie magna lobortis sed. Donec eu massa quis risus cursus laoreet. Donec fringilla varius libero, id consequat est tincidunt sit amet. Vestibulum facilisis nunc nec odio cursus egestas. Sed nisl odio, sollicitudin eget eros et, ullamcorper cursus felis. Pellentesque blandit dolor commodo tempus luctus. Quisque ac ligula ac justo ullamcorper feugiat.

Curabitur vehicula, nisl vitae pharetra semper, purus velit auctor sapien, quis suscipit mauris massa id justo. Vivamus imperdiet enim et lobortis pharetra. Duis pretium mi ut ultrices aliquet. Sed vulputate facilisis ligula nec aliquet. Ut quis eros diam. Aliquam sodales convallis tortor ac sollicitudin. Nullam ultrices, odio nec dapibus placerat, felis magna ornare odio, vel commodo felis lectus et justo. Sed scelerisque lacus purus.

Nullam vulputate, ligula nec pulvinar feugiat, justo elit viverra urna, id interdum nulla tellus at nulla.

Quisque quis ipsum arcu. Nunc justo nisl, scelerisque at lorem sit amet, laoreet luctus justo. Nunc ut molestie magna.

20.7 mm

15 mm

29

PRINT APPLICATION – NAMECARD Size: 890mm x 510mm Typography: PT Sans Regular, PT Sans Bold Paper: Zeta 260GSM Wove - Ivory

Nur Nabilah Bte Abdul Halim Chief Executive Officer

n.nabilah@botsfashion.com.sg +65 9023 3289 Technology Park Block 212B, Ubi Road 4 Singapore 819682

Actual Size

bryan.teh@botsfashion.com.sg

Bryan Teh Sales Manager

+65 8302 3938 Technology Park Block 212B, Ubi Road 4 Singapore 819682

30

PRINT APPLICATION – NAMECARD

6.5 mm

The measurements stated on the right are in actual size.

6.5 mm

29 mm

5.7 mm

6 mm

15 mm

29 mm

Nur Nabilah Bte Abdul Halim Chief Executive Officer

31.3 mm

n.nabilah@botsfashion.com.sg +65 9023 3289 Technology Park Block 212B, Ubi Road 4 Singapore 819682

31

PRINT APPLICATION – ENVELOPE (WINDOW) Size: 220mm x 110mm Typography: PT Sans Regular, PT Sans Bold Paper: 150GSM Matt Paper *The envelopes on the right are not in actual size.

If undelivered, please return to: Technology Park Block 212B, Ubi Road 4 Singapore 819682

32

PRINT APPLICATION – ENVELOPE (WINDOW)

38.5 mm 9.7 mm

The measurements stated on the right are in actual size. However, the size of the paper is not.

Actual size of envelope: 220mm x 110mm

8.3 mm

60.4 mm

If undelivered, please return to: Technology Park Block 212B, Ubi Road 4 Singapore 819682

7 mm

78 mm

78 mm

33

PRINT APPLICATION – ENVELOPE (NO WINDOW) Size: 220mm x 110mm Typography: PT Sans Regular, PT Sans Bold *The envelopes on the right are not in actual size.

BO TS

STREE T FASHIO N

If undelivered, please return to: Technology Park Block 212B, Ubi Road 4 Singapore 819682

34

PRINT APPLICATION – ENVELOPE (NO WINDOW) The measurements stated on the right are in actual size. However, the size of the paper is not.

80 mm

Actual size of envelope: 220mm x 110mm

BO TS

STREE T FASHIO N

10.9 mm 164 mm

10 mm

If undelivered, please return to: Technology Park Block 212B, Ubi Road 4 Singapore 819682

7 mm

78 mm

78 mm

35

PRINT APPLICATION – HIGH CONTRAST PHOTO

36

DIGITAL APPLICATION – MOBILE APP

BOTS

TOPS

BOTS

BOTTOMS KIMONO

Sleeves just got a whole lot fluffier

FRESH OFF THE BLOCK Autumn hues making a comeback

ONE-PIECE SHOES

BOTS

37

DIGITAL APPLICATION – WEBSITE

Women’s

Men’s

Sale

Blog

Search

38

OTHERS – SHOPPING BAG

– TOTE BAG

39

OTHERS – CLOTHING TAG

– CLOTHING LABEL

40

OTHERS – SHOP SIGN

I S A B E L TAY / 1 4 0 2 2 1 0 G / T D 0 5

THE END.