Brand Guide

BRAND IDENTITY GUIDELINES

CONTENTS GENERAL Cover Page Contents Critical Analysis

GUIDELINES Primary Logo Primary Logo Reversed Primary Logo Dont’s Primary Logo Isolation Zone Primary Typeface Colour Palette

INSITU COLLATERAL EXCITES Store Front EXCITES Swing Tag EXCITES Website EXCITES Shopping Bag EXCITES Loyalty Card EXCITES Promotional Piece

CRITICAL ANALYSIS Having previously been through fashion design study programme, I find it a little bit hard to make a solid brand concept for my final project. I have to admit, as a designer, we have a whole big concept in our mind. But it’s not easy to determine detailed customers and detailed rules about our brand guidelines.

After the assessment 2, Excites has come a little bit more to the reality. I had the soul clearly explained in previous briefs and I kept track of the ideas in my blog as well.

That makes me easier to jump in into the concept in between my other work.

I could feel like once I started, my mind started wandering around the theme.

I started knowing a glimpse about what kind of brand I want to do. It’s always been the same since years ago. I always wanted to have a brand with a soul : a young, cheerful, happy brand that makes people happy. That is, in line with my thoughts about life.

I want a brand that represents me as a designer.

When it comes into the logo, I find it a little bit hard to decide what kind of logo that I want whether it’s an image logo or typhographic logo. I didn’t have clear image of what I want people to see that the first place. I knew what I want my customer to feel like when they hear Excites as a brand, so I worked from there. I started to decide what colours I want to bring in as the main colour of the brand.

To start off, we were asked to do a research about ourselves. I decided to narrow down few qualities that I want to be in my brand’s characteristics as a reflection of myself.

The result came as expected.

A brand with cheerful, energetic, and humble brand. I cho ose to do ready-to-wear luxury brand producing products with not just a trendy design, but also high quality materials and personalization.

Excites is the name that suddenly came up in my mind during the process. It was easily decided to be my brand’s name as it’s sounded very positives and it represents the characteristics of the brand. My research helped me a lot in defining my target market, brand assets, brand positioning and SWOT analysis. This gave me a clear idea what to produce to fulfil the market and determining my competitors such as Gorman, Ellery, Dion Lee.

It’s a pastely yellow and orangey red which I named “Spring Yellow” and “Coral Red”.

I played with the colours scheme on Illustrator to find the right shade. I don’t want the colours to be too general on the red colours especially. Because there’s already few shades of red that remind people of certain brand.

Few rough sketches of the logo I made in pencil is quite clueless. I started to make a lot different shapes with different kind of typographic. After the consultation, the lecturer narrowed it down to few logos which I tried to scanned it afterwards and made some variations in different colours and styles.

In conclusion, this subject makes me learn about the importance of branding and the research process throughout time to make a brand not just a brand, but has a strong character so it lasts long and can be remembered with its customer.

After the logo was chosen, the collateral designs such as swing tags, website, mobile devices, branding packaging, loyalty card and promotional pieces designed easily and the logo turns out very well in the collateral designs.

LOGO

LOGO (B&W)

LOGO REVERSED ON BLACK BACKGROUND ON WHITE BACKGROUND

ON GREY BACKGROUND ON PHOTO BACKGROUND

LOGO DONT’S

Do not change the color Do not remove the background

Do not add other elements

Do not skew, distort, rotate, or stretch the logo

Do not crop the logo

LOGO ISOLATION ZONE

TYPEFACE

ESSONNES essones Essones

COLOUR PALETTE

CORAL RED

CMYK | 0 84 65 0 HEX | #FF5050 PANTONE | PANTONE P 52-7U RGB | 255 80 80

SPRING YELLOW

CMYK | 2 4 59 0 HEX | #FFEA83 PANTONE | PANTONE P 4-4U RGB | 255 234 131

STORE FRONT

STORE FRONT

Store Lighting & Ambience

Fitting Room

Store Display

SWING TAG

Front

Back

Care Label

WEBSITE

MOBILE DEVICES

Mobile Browser

iPad Browser

SOCIAL MEDIA

Mobile Browser Instagram Platform

BRANDING PACKAGING

Box Packaging

Paper Bag

LOYALTY CARD

Back Front

PROMOTIONAL PIECE

Beauty Promotional Items

thank you