Design and Style Guide Š2016
Hello..
Welcome to BindersŽ Art Supply and Frames! How are you doing today... is there anything that your looking for? If you have any questions please don’t hesitate to ask...thats what this little book is for! Howard Krinsky Image
We are here to help you find that inner creative genius to promote your personal growth through education, arts awareness, and by giving back to our creative communities. Thanks for coming and we look forward to seeing you soon!
Voice & Tone • Narrative • Theme • Style
Look & Feel • • • •
Textures Design Elements Color Palatte Imagery
Voice &
Tone Narrative
In 1955 two brothers, Moe & Joe Krinsky, who made their mark in Atlanta as founders of Moe’s & Joe’s Tavern, a highly successful beer joint located in the Highlands neighborhood of Atlanta bought the little BINDERS® gift store. This was their first venture into retail. A year after taking over the store, at the suggestion of a salesman, the guys put in paint. The first artist paint line to go up on the shelf was Permanent Pigments- commonly known today as Liquitex. And thus, BINDERS® as we know it today was born.
Originally, the store was located in downtown Atlanta and over the years it has moved throughout many locations in the metro area. In 1978, Joe left the business and a new partner came in — Paul Finkel. As the business grew, Moe and Paul brought in family members to help run the store. Moe’s son Fred came in 1978. Paul’s son-in-law- Jay Shapiro entered into the business in 1980 and Moe’s youngest son, Howard Krinsky came in 1982. The business thrived and expanded to 16 stores in various states throughout the country. But hard times befell the company in the late 1990’s. Moe, Paul and Fred left the business to pursue other interests. On September 7th 2001 Jay and Howard bought the assets of the business and BINDERS® had a new lease on life. Jay and Howard built the business as you know today with a new determination and mission to give back as well as to be a part of the art communities where their business resides. In 2010, Jay Shapiro unexpectedly passed away due to a sudden illness. Today, Howard continues to operate the company under that very same mission. Binders® has three stores: two in Atlanta and one in Charlotte. Its flagship store in Atlanta is an 18,000 square foot store that is called one of the finest art supply stores in the country by experts in the industry. In the words of Paul Harvey , “ now you know the rest of the story.”
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The forward thinking movement of Binders速 revolves around our core beliefs....our Way of the Bunny. The Way of the Bunny represents many things, but for us it means that we focus on a few things that make not only our customers day but ours as well. Family oriented: We strive to make sure that as our company has been owned and operated by the family since the beginning, that we exude a feeling of generosity, play, fun and commitment to our customers and communities. History: Binders速 has been in Atlanta since 1955 and has grown deep roots over the years providing services and creative outlets for people since Moe & Joe. We honor that tradition of excellence and endeavor to better our customer experience everyday through knowledge and applied experience. Make your Day: Being happy seems kind of easy for some, but not always. We all have a bad days, but here at Binders速 its all about taking that feeling and making it better. A smile on your face often can make the frowns of others become rather sunny.
Lets have fun with our work and laugh as well as take pride in our customers and their accomplishments. Theme
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Style In order to maintain a look that is in keeping with our Narrative & Theme, Binders® pulls from a variety of different inspirations. Some examples of include imagery and design elements from : • • • • • • • • •
Pop Art Art Nouveau Rounded shapes Paper arts and crafts Handcrafted textures and edges Early Mickey Mouse circa 1928 Southpark imagery (paper cut out) Fine art (VanGogh, Gaugin, Botticelli,etc) Graffiti and Street Arts
Thats just to name a few.
Growing up doesn’t mean loosing our sense of wonder and excitement! 3
Here is a general key to our language and how we should feel in our writing. As you might have noticed so far in this document we are demonstrating a familiar informal and somewhat youthful and funny style of writing. This is in order to grab the attention of our Audience and to relate to them on a personal level. Binders速 is a brand that is accessible to all peoples of all different walks of life and of all different ages. To that end all of our communications should be enthralling and filled with simplicity, clarity, directness and overall fun and playful feelings.
Notice the arrows and the sides on which the kinds of language fall.
You catch more ladybugs with brightly colored paint than you do with spilled mineral spirits!!
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Look & Feel 5
Textures Being an art supply and framing company that provides various sundries to artists and consumers of all levels, it would stand to reason that our texture usage is going to be rather varied. Textures can run the gamut from specialized decorative paper textures to wooden high gloss and rough grungy textures. The proviso to this would be that it fits within the atmosphere and looks and feels as if it would possibly be a texture that might be found within one of the store locations. Moreover, we don’t want super busy textures or anything that competes with the primary colors and designs of BindersŽ as a whole. BindersŽ feels clean and fun as well as earthy and approachable. It looks best when clothed in textures that are artistic and not too busy. Old woods with paint textures from acrylic or oil paints, closeups of paintings, colored pencil drawings, watercolor stains and even decorative paper swatches.
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Design Elements In order to create an atmosphere of inclusion and pleasant accessibility, Binders速 will implement the use of more curved and softer elements such as rounded rectangles and Curvilinear lines. Using these kinds of simple shapes with softened edges makes the brand more undeniable and more approachable while remaining clean and neat.
A new element in the form of a logo mark and character mascot will be reintroduced and developed for use as a way to bridge the gap between the younger and older generations of our guests. This new Logomark will be discussed in detail later suffice to say he is a really cute bunny.
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Color Palette
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