Corporate Image Manual Valeria Donati
Concept The three keywords of our brand are: uniqueness, creativity, personalization. In fact everyone can personalize not only his clothes but also the Logo. Our Slogan is “A star is born�.Whenever somebody buys some clothes he wants to feel like a star. Dot wants to make everyone a star.
The Logo There are two kinds of Logo: the Istitutional and the Personal one, customizable by the client.
The Istitutional Logo Here there are the Istitutional Logo and its reverse. The Logo is in Black and White, we choose not to add other colors in the basic Logo. The Istitutional Logo is used in every official item of the corporate.
100%
80%
60%
40% Min size 10 mm
x/3
x/3
Proportions x
x
Established proportions.
Personalized Logo The client can choose between this twenty stars, the typography stays fixed. It is possible to change your personal Logo whenever you buy something new.The client creates his personalized logo throught the website, where he finds a palette for the stars and a palette for the colors.
The colored application Those are some of the possibilities to personalize the Logo with the color’s palette.
Colors The colors are vivid in order to express a joyful feeling. They are also brilliant: just like a star should be.
C0 M0 Y0 K 100
C 100 M0 Y 100 K0
C 84 M 26 Y 56 K6
C 100 M0 Y0 K0
C 58 M0 Y 28 K0
R0 G0 B0
R 26 G 23 B 27
R0 G 133 B 117
R0 G 158 B 224
R 113 G 195 B 193
Pantone balck C
Pantone 355 C
Pantone 3295 C
Pantone 312 C
Pantone 3258 C1
C 100 M 100 Y0 K0
C0 M 73 Y 100 K1
C0 M 60 Y 100 K0
C0 M 25 Y 100 K0
C0 M6 Y 70 K0
R 22 G 41 B 131
R 231 G 97 B 14
R 238 G 127 B0
R 252 G 195 B0
R 255 G 232 B 100
Pantone 2756 C
Pantone 179 C
Pantone 166 C
Pantone 123 C
Pantone 121 C
C 78 M 100 Y0 K0
C 70 M0 Y 60 K0
C0 M 100 Y0 K0
C 57 M 96 Y6 K0
C0 M 100 Y 40 K0
R 92 G 34 B 129
R 76 G 177 B 128
R 226 G0 B 122
R 134 G 38 B 126
R 227 G0 B 89
Pantone 268 C
Pantone 3405 C
Pantone magenta C
Pantone 254 C
Pantone 206 C
C 35 M 85 Y0 K0
C 75 M 83 Y0 K0
C0 M 90 Y 86 K0
C 50 M0 Y 100 K0
C 35 M0 Y 100 K0
R 175 G 65 B 142
R 94 G 66 B 145
R 229 G 53 B 44
R 151 G 90 B 13
R 189 G 205 B0
Pantone Purple C
Pantone 266 C
Pantone Red 032 C1
Pantone 368 C
Pantone 382 C
Trebuchet Ms 12, Regular.
Trebuchet Ms 12, Bold.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 + - : = / & % (. ; , : ? ! “ * )
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 + - : = / & % (. ; , : ? ! “ * )
Trebuchet Ms 12, Italic.
Trebuchet Ms 12, Bold Italic.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 + - : = / & % (. ; , : ? ! “ * )
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 + - : = / & % (. ; , : ? ! “ * )
Typography The Typeface used for the text is Trebuchet MS.
9 mm 9 mm
Paolo Patroclo Baldin
The black box in the stationary can be extended according to lenght of the words, and the employee has his personal star on his business card. The font used for the business card is Trebuchet 8 pt (Bold for the name and Regular for the position). Trebuchet 6 pt Regular for the address. For the letter head and the envelope the font is Trebuchet 11 pt Bold and Regular except Trebuchet 9 pt Regular for the address of the company.
4 mm
Strategic marketing manager
Stationary
via Garibaldi 345/B, 20060, Mestre (Venezia), Italy t. +39 041693/79 f. +39 041 649 77 p.baldin@dot.com
16 mm
9 mm 9 mm
9 mm
50 mm 20 mm
9 mm
18 mm
18 mm 6 mm 5 mm
30 mm
Dot Corporation American division 7201 Hamilton Boulevard Allentown, PA 18195-1501, United States. t. +39 059 649 693/792 f. +39 059 649 774 www.dot.com
To: Francesco Izzo via Merulana 185, Roma, Italy
20 mm
12 mm
25 August 2008 Dear Francesco,
12 mm Dot Corporation
I would like to take this opportunity to express my heartfelt thanks to you for your very active participation in our recent conference in Montreal on the "future of aviation". The Chairman plus the Board Members have also asked me to pass on their sincere appreciation for your efforts in supporting the Institute in this important undertaking.
American division 7201 Hamilton Boulevard Allentown, PA 18195-1501, United States. t. +39 059 649 693/792 f. +39 059 649 774 www.dot.com
Your skill in chairing the controversial panel on "The Role of Developing Countries in the Future of Aviation Management" was very much appreciated by those representing all sides of that extremely sensitive topic. As well, we have received numerous post-conference requests for the paper you delivered on "The Critical Issue of Cooperation Between Airlines and Airports." It appears that you may have penned a best-seller with that one!
To: Francesco Izzo via Merulana 185, Roma, Italy
On both a professional and a personal level, I really appreciated the time that the two of us were able to spend together for fun and reflection during conference down times. I certainly learned a lot about the unique aspects of aviation operations in your part of the world (not to mention the things you taught me about the backhand on the squash court!). We are currently hard at work producing the "Compendium of Conference Proceedings" paper, and we expect to be sending it out to all participants early in the new year. Again, thanks so much for your enthusiastic participation in our conference. I have no doubt that it would not have been the success that it was without your presence. Please keep in touch, and drop in and visit us whenever you are in this part of the world.
12 mm
Very sincerely,
12 mm 24 mm
Paolo Patrocolo Baldin
16 mm
18 mm
25 mm
18 mm
Image Treatment We use two kind of images: one for the online catalogue and one for the advertising. The images for the catalogue are very neat and simple.They represent models on a white background without showing their faces. The other type of pictures are vivid and joyful. They represent people from all over the word with their own star.
Poster The Logo is always on the bottom right and the slogan is on top left. The dimensions of the box can be extended according to the slogan.
Website The background color of the website changes according to the time. In the beginning of the morning and during late afternoon there is a grey gradient that becames white during late morning. In the nigth the website’s background is black. The site is the only way to buy Dot’s clothes so it’s very important for the brand. The client can personalize his clothes adding a pattern and he can also customize the Logo.
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ABOUT DOT COLLECTION WOMAN SHIRTS JACKETS TROUSERS SKIRTS DRESSES
Belted shirt Short-sleeved, belted shirt. Dressy shirt with lots of chic attitude. Length approx 64cms. In 97% cotton and 3% elastane.
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Logo animation The concept of the animation is that at the beginning there is a dot. The dot generates a star just like the fashion brand would like to do with people.
Label The client can choose for his label the Istitutional Logo or the Personalized Logo (if he has created one). There is the possibility to have a black background label or a white one according to the colors of the clothes.
Packaging The box has different dimensions according to the size of the clothes. Itâ&#x20AC;&#x2122;s sent directly at the clientâ&#x20AC;&#x2122;s home. It is closed with an adesive with the star of the Istitutional logo or the star he choose if he personalized his Logo.
Our Logo in the Future The Logo in the Future will change, the typography will disappear and will remain the symbol in the centre.
Discarded Ideas The ideas before â&#x20AC;&#x153;The Starsâ&#x20AC;?. In the following pages there are some discarded ideas like the dot as a hole, the dot with a customizable shape and expression, the dot as a piercing.
t d d d d d
t t t t
d t d t d t d t
The â&#x20AC;&#x153;starsâ&#x20AC;? Idea Stars are like dots. They change according to the seasons and to the place where you are. Constellations are made by stars. The same elements generate different images thanks to our imagination. Clothes change every season, they are composed by basic elements that creates different styles.
A first mutable Logo The first logo about stars was different according to the sky you can see in the place where you are.
07/03/08 Sidney (Australia), 9 p.m.
07/03/08 Tokyo (Japan), 10 p.m.
â&#x20AC;&#x153;Too much astronomicalâ&#x20AC;? Logo This kind of logo was based on the constellations and it was too astronomical and scientific, without a direct link to clothes and people.
dot
dot 07/03/08 Sidney (Australia), 9 p.m.
07/03/08 Tokyo (Japan), 10 p.m.
Experiments for the Logo Here I put some of experiment to arrive at the actual Logo.
DOT
DOT
DOT DOT
DOT
DOT
DOT
DOT
DOT
DOT DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT
DOT