Amanda Lee 1401878B Isabel Tay 1402210G SP2 – Eco Stylo. TD08
Content Page
Brand About Us Brand Strategy Brand Guidelines
Toolkit Our Logo Minimum Size Clearspace Corporate Colours Logo Colour Variations Logo Violations Logo Positions Typography Advertising Typeface Web Typography Secondary Graphics Photography Style Illustration Style
Applications Print Advertisements Corporate Stationery Website Mobile Application Direct Mailer Packaging Newsletter & E-receipt Bag & Van
BRAND
About Us Little Looparels is a newly launched sub-brand of Kids21. Kids21 recognises that kids often outgrow their clothes too fast and premium apparels are often gone to waste. With the launch of Little Looparels, we’re here to help while developing a green business line at the same time. Little Looparels is a platform for consumers to donate and purchase preloved quality children branded clothes at affordable prices. The name “Little Looparels” is derived from the idea of wanting kids to recycle their clothes from a young age. Looparels – a combination of the word “loop” and “apparels” represents the cycle and second life of an apparel when a child outgrows their clothes.
BRAND
Brand Strategy Brand Story
Brand Positioning
We all know that young kids grow up at such a rapid pace and often outgrow their clothes so quickly! Why waste premium branded apparels just like that? Instead of dumping it into the bin, why not give it a second life by reviving it and investing your money into something greater?
Kids21 provides a platform for consumers to purchase branded quality fashion pieces at an affordable price through a sustainable approach.
Here at Little Looparels, we aim to give a new meaning to branded clothes and redefine kids fashion. More than just a service, we open the field of fashion services and want all to be able to enjoy the privilege of enjoying quality fashion at affordable prices. We want you to look good, feel good and do good! We believe that good quality fashion is for everyone.
Fashionable. Approachable. Ethical.
Brand Value
Brand Personality Stylish. Fun. Passionate.
Brand Style Youthful. Eccentric. Expressive.
BRAND
Brand Guidelines Brand guidelines are essential and plays a key role in a brand’s success. These guidelines are a reference to help create a consistent and coherent visual identity across all Little Looparels’ communication platforms. In this guideline, each brand element is explained thoroughly which will enable one to understand the various uses of Little Looparels’ brand identity. This concise guideline would be a good guide on the do’s and dont’s with our logo, corporate colours, typography, layouts, graphic elements as well as photography and illustration style. The following pages will explain the basic principles that control Little Looparels’ visual identity to ensure that all communications will create a stronger brand presence.
TOOLKIT
Little Looparels Toolkit The identity components are a toolkit used to express the brand and its personality.
Little Looparels Logo
The Little Looparels toolkit comprises of the Little Looaprels logo, the Little Looparels wordmark, a family of typefaces and our brand’s colour palette. When used correctly, all of the components would help create a strong brand voice. The following pages examine each element in depth.
Typography Overpass Light Overpass Regular Overpass Bold
Primary Colours Pantone 292 U Pantone 1495 U Pantone 1665 U
TOOLKIT
Our Logo Here at Little Looparels, we acknowledge that kids are indeed the forth-coming generation and we aim to inculcate values of recycling into kids since young. We want kids to be inspired, imaginative and have fun while making a difference in the environment. Our brand’s tone of voice is reflected in our wordmark. The handwritten wordmark of the logo represents the fun, happy and youthful vibe that we are going for. The colours used are bright and vibrant, symbolising the positivity, enthusiasm and energy we want kids to have when recycling. Our wordmark reflects our philosophy that little children can indeed make big differences. More than just a business, we strive to give you the best start in your recycling journey that we can.
TOOLKIT
Minimum Size To achieve maximum impact, it is essential that the Little Looparels logo is potrayed clearly and prominently, ensuring its size is relative and adjusted according to its changing environment.
Print 1 cm
Digital 2 cm
3 cm
4 cm
5 cm
TOOLKIT
Clearspace Always provide adequate clearspace around the Little Looparels logo to maintain its legibility and integrity. The amount of clearspace surrounding the logo is proportional to the size of the Little Looparels logo. The minimum amount of clearspace around all sides of the logo is equal to half (.5x) of the height of the Little Looparels logo (x).
0.5x
0.5x
0.5x
0.5x
x
x
0.5x
0.5x 0.5x
0.5x
TOOLKIT
Corporate Colours Colours are a key role in our company as it plays a huge part in company recognition. Colours are one of the key elements in identifying a brand. The vibrant colours of Little Looparels represent the positivity and youthfulness of our brand, communicating a sense of playfulness and fun. These are the colour guidelines to keep the coporate colours consistent and accurate for brand recognition.
Pantone 292 U CMYK 5fa7e5 C=58 M=23 Y=0 K=0
Pantone 1495 U CMYK ff934f C=0 M=54 Y=71 K=0
Pantone 1665 U CMYK e96847 C=3 M=74 Y=77 K=0
TOOLKIT
Logo Colour Variations The black and white version and reversed white version should be used whenever our logo needs to sit on a black background in black and white reproduction.
1.
3.
2.
4.
The colour version of logo should always be used where possible. Only when the print specification doesn’t allow colour print, or when the quality of print is low-grade (e.g fax) greyscale could be used too.
1. Full Colour 2. Greyscale 3. Black and White 4. Reversed White
TOOLKIT
Logo Colour Variations Our white logo version should only be used when it needs to sit on a solid background in the colours of our corporate colours.
1.
1. Lock up in Little Looparels red background 2. Lock up in Little Looparels orange background 3. Lock up in Little Looparels blue background
2.
3.
TOOLKIT
Logo Violations 1. Do not change its opacity
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2.
3.
4.
5.
6.
2. Do not drop shadow 3. Do not outline 4. Do not rotate 5. Do not enclose in shapes 6. Do not scale out of proportion
TOOLKIT
Logo Violations 7. Do not place on similar background
7.
8.
9.
10.
11.
12.
8. Do not use colours apart from the colour palette 9. Do not create outline for the logo 10. Do not seperate the logo 11. Do not use a single colour for the whole logo from the colour palette 12. Do not crop the logo
TOOLKIT
Logo Positions 1. Preferred: Anchored to top or bottom left margin 2. Acceptable: Anchored to top or bottom center 3. Never: Anchored to top or bottom right margin
1.
2.
3.
TOOLKIT
Typography Typography plays an important role in our brand expression. Our system incorporates the typeface family Overpass across all communications. It is modern and sophisticated. The Little Looparels’ identity system uses two different weights of Overpass which provides visual distinction and differentiation in emphasis for text and headlines. Overpass Regular is used for main bodycopy across different medium of communications. Overpass Light is used for less important information wherever applicable to create visual hierarchy.
Overpass Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Overpass Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TOOLKIT
Advertising Typeface For print advertisements, campaigns and postcards, Market Deco Regular is used for our headline. It is stylish, sophisticated yet fun. The use of Market Deco should only be used as header for our advertising campaigns. The size of Market Deco should be the first in visual hierarchy with the header intentionally bleeding out of the frame to create dynamics in the print advertisement. The use of Georgia Italic should only be used for subheads for our advertising campaign. It is minimal, mordern and classic. The point size of the subhead should always be bigger than the body copy.
Market Deco regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Georgia Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TOOLKIT
Web Typography Trebuchet MS is the typeface required for communications displayed on websites, e-mail newsletters and mobile applications etc. As Overpass 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, Trebuchet MS, a compatible web-safe font, has been chosen for Little Looparels. The rules for Overpass are also applicable when using Trebuchet MS. The minimum size for any web font is 9pt.
Trebuchet MS Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Trebuchet MS Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TOOLKIT
Seconday Graphic The secondary graphics shown are to be utilised appropriately to enhance the brand image and allow further brand recognition.
1.
The graphics include our hand-drawn set of interlocking rings. The ‘O’ from the rings are of an organic shape resembling the two distinct ‘O’ in our logo. The usage of the interlocking rings represents two parties coming together to unite for a better cause. It represents the company uniting together with its consumers; as well as our consumers connecting with one another to form a community. This is a reflection of the heart of our brand as we want to create a community for kids to be comfortable with exchanging clothes with one another. The secondary graphics is to be used only in an opacity of 75% in corners and the top and bottom of a layout. It can be tilted at any angle. Do not alter, add or attempt to recreate the graphic element. Scale the pattern to the size of intended use accordingly. It should never be used to pull up the entire background with text. 1. Standard Form 2. Complex Form
2.
TOOLKIT
Photography Style Photography is key as it helps to express Little Looparel’s brand personality and character. Our brand attributes of fun, expressive and stylish should be portrayed when creating imagery. Photography should always aspire to be of the highest quality possible and always excite the viewer with it’s content and unique and stylistic approach. There are two general subjects our brand photographs; namely kids and our apparels. There are two general styles of photography we use for these two subjects to communicate our brand accurately.
TOOLKIT
Photography Style For kids photography, it is necessary that kids are shot either in pairs or groups. Kids should never be shot solo. This is to represent the heart of our brand; of us wanting to create a community for kids. Thus our photography styling has to reflect the same. We require kids to pose with fun, whimsical and loud expressions be it through their facial expressions or actions. Photos of kids should always be shot in a studio against a bright and vibrant solid coloured backdrop. Go crazy and be creative! However for our print advertisements and postcards, photo of kids should be shot, or edited, against our brand’s corporate colours. This is to emphasize our brand colours as well as for brand recognition.
TOOLKIT
Photography Style For product photography, individual apparels featured on our website should always be shot against a white background. However for our mobile application landing page and newsletter, apparels should always be shot in a flat-lay style. Photo of apparels should be shot against a white background, cropped at a certain area not showing the full outfit and tilted at a 45 degree angle.
TOOLKIT
Illustration Style Illustration is a powerful tool that is synonymous with story telling. With the use of illustration, it helps our brand to tell many stories across our print advertisements and postcards. Our illustrations are strictly used only for our advertising campaigns and should always be drawn together with our photo of kids. The illustrations can be integrated in many fun ways. It can overlap with the photo of kids as well as play with its shapes and sizes of objects drawn in relation to the size of the kids. Our illustrations should be big, bold, whimsical and creative. The illustrations should tell of a story of how a kids sees the future world to be. Any drawing that makes sense to how the future world would be interpreted and seen in the eyes of a kid is acceptable, as long as it makes relevant sense to making the world a better place. Illustrations should not be repeated but always be potrayed in a unique, whimsical and joyful manner. Our style of illustration need not be complex. Simple objects that stand alone or multiple shapes that come together as a whole is acceptable. Our style uses organic shapes which brings out the fun element of our brand and it supports our overall identity and helps communicate our unique point of view. Geometric and lined illustrations should be avoided.
APPLICATIONS
Print Advertisements
APPLICATIONS
Corporate Stationery
APPLICATIONS
Website www.littlelooparels.com
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SKIRTS OUTERWEAR SIZE
Card Number
PRINTED VISCOSE DRESS
Cardholder Name LITTLE MARC JACOBS TWO TONE PRINTED DRESS
BAKER BY TED BAKER NAVY ROSE PRINT SCUBA DRESS
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Enter email here Kids outgrow their
JOIN clothes so fast! SIZE: Let us help you give your child’s clothes a second life while you gain from their preloved clothes!
All preloved apparels sold are ensured of only the best quality.
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Bong Qiu Qiu Little Looparels is my new favourite site! Not only am I able to gain something out of Meredith’s preloved clothes, I’m also able to find branded apparels for WHYLooparels SHOPdoing WITH Meredith at a great steal! With Little the selling for me, the whole process has been so convenient and hassle‐free for me!
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LITTLE MARC JACOBS DENIM TROUSERS OLDEST $25 LOW TO HIGH PRICES
PRICES HIGH TO LOW 1 2 3 4 5 … 6
OUTERWEAR
COMPANY ABOUT US SIZE HOW WE WORK 0 – 2 YEARS CAREERS 3 – 4 YEARS
HELP LITTLE MARC JACOBS FAQ’S PRINTED VISCOSE DRESS CONTACT US 30 SHIPPING INFO ORDER STATUS
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JOIN OUR MAILING LIST LITTLE MARC JACOBS Enter TWO TONE PRINTED DRESS
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8 – 10 YEARS
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11 – 13 YEARS
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14 – 16 YEARS
Little Marc Jacobs Printed Viscose Dress is a sleeveless, lined dress, made from printed twill viscose. It features a zip back fastener, brand signature cabochon detailing on the front and branded logo embroidery.
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FAQ’S Enter your email address Join www.littlelooparels.com CONTACT US SHIPPING STELLA MCCARTNEY LITTLE MARC JACOBS SGD $50* STELLA MCCARTNEY FREEINFO STANDARD COURIER DELIVERY FOR ORDERS ABOVE GOLD MILLA CARDIGAN PRINTED CANVAS JACKET PEONY VIVA PARTY DRESS ORDER STATUS
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LITTLE MARC JACOBS PRINTED CANVAS JACKET
STELLA MCCARTNEY PEONY VIVA PARTY DRESS
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Fann Wong I’ve been with Little Looparels for close to a year LITTLE MARC JACOBS now, honestly, I’ve never felt more grateful for this Printed Viscose Dress Without them, I wouldn’t be able to sell LITTLEplatform. LOOPARELS? my child’s preloved clothes and shop more!
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TO LOOK AND DO GOOD Shopping for preloved clothes helps prevent harmful chemicals, gases and water wastage from further harming our planet.
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DETAILS Size: 11 – 13 Year Olds Colour: Blanc/Bleu Condition: Excellent
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DESCRIPTION NEW IN
BACK TO SCHOOL
BLOUSES & SHIRTS
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CLEAR AND SAVE
SGD $30
SGD $30
SGD $30
SGD $30
LITTLE MARC JACOBS Printed Viscose Dress
LITTLE MARC JACOBS Two Tone Printed Dress
LITTLE MARC JACOBS Printed Viscose Dress
LITTLE MARC JACOBS Two Tone Printed Dress
Kids outgrow their clothes so fast! Let us help you give your child’s clothes a second life while you gain from their preloved clothes!
CUSTOMER SERVICE
Sit back and relax while we do the selling for you!
SIZE GUIDE
GIVE AND GIVE AND GET BACK!GET BACK! SGD $30 SGD $35
BAKER BY TED BAKER Navy Rose Print Scuba Dress
STELLA MCCARTNEY Gold Milla Cardigan
SGD $30
SGD $35
BAKER BY TED BAKER Navy Rose Print Scuba Dress
STELLA MCCARTNEY Gold Milla Cardigan
TROUSERS & SHORTS
SKIRTS
OUTERWEAR
TO LOOK AND DO GOOD Shopping for preloved clothes helps prevent harmful chemicals, gases and water wastage from further harming our planet.
FIND OUT MORE
SGD $30
DRESSES & ONE-SUITS
We want your child to not only look good, but do good as well! Let us unite in making the world a better place!
LITTLE MARC JACOBS Printed Viscose Dress JOIN US TODAY!
GIVE AND GET BACK!
APPLICATIONS
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- Brochure, postcards, badges
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Packaging
- Thank you note, clothing tag
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Clothing Tag
Thank You Note
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Newsletter & E-receipt
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Bag & Van
Thank You With these guidelines, we hope that you will continue to portray our brand the way we want it to be. If ever in doubt, just refer back to these, and you won’t go wrong. We think it’s a pretty flexible system which allows creativity, so give it your best shot! If you have any questions about the brand manual, please contact us at enquires@l.looparels.com.