atalanta graphic standards guide
atalanta
atalanta graphic standards guide
atalanta Graphic Standards Guide
Table of Contents
introduction
06
our company and our mission
research & ideas
07
Creating Atalanta Design Brief Moodboard Logotype Sketches Typographic Pairings Logotype Refinement
stationery system
17
identity system for the brand
capability brochure
25
brochure explaining company divisions
branding & products
35
branding for atalanta and a sampling of our products
advertisements promotional material for atalanta
69
01
research & ideas
6
atalanta
graphic Standards Guide
aTALANTA: Introduction THE INSPIRATION My company Atalanta is based on fitness brands Adidas by Stella McCartney, Nike Women, and skincare brand Laura Mercier. Atalanta is a lifestyle brand for women featuring fitness clothing, accessories, yoga mats, and skincare and beauty products. Home goods like candles, aromatherapy and bath products will also be included. My company’s products will take women from the gym to a night out with friends. BEHIND THE NAME Atalanta was an incredible athlete. She was a great huntress and a favorite of the Greek goddess Artemis. Atalanta was raised by bears, helped defeat the Calydonian Boar, and she also wrestled and defeated the hero Peleus. Atalanta’s father wanted her to marry. She agreed to marry only if her suitors could beat her in a footrace. If they lost they were put to death. Many men died because she was simply too fast. I chose Atalanta as my brand name because it’s the perfect mix of strong and feminine. Atalanta’s athleticism and heroism were respected and admired — she also had many suitors. Atalanta is the perfect name for a womens fitness and beauty brand. Other name options were Mint, Primrose, Artemis, and Flow. COMPANY DIVISIONS AtalantaFit (Fitness wear, gym bags, waterbottles, accessories) AtalantaYoga (Yoga mats, props, clothing) AtalantaBody (Moisturizers, scrubs, cleansers) AtalantaBeauty (Moisturizers, serums, cleansers, foundation, lips) AtalantaHome (Candles, aromatherapy, home scents)
research & ideas
07
research
&
ideas
Design Brief Company Moodboard
08
atalanta
graphic Standards Guide
design brief Name ATALANTA The Company Atalanta is a lifestyle brand that is both functional and luxurious. Our active wear collections—including fashionable yoga, gym and running apparel—are stylish, comfortable, and prove that you can sweat without losing your sense of style. Atalanta not only features fitness clothing, accessories, and skincare and beauty products; home goods like candles, aromatherapy and incense are also apart of our line. Atalanta’s products will take women from the gym to a relaxing night at home or a night out with friends. TARGET AUDIENCE The target audience is women in their mid-20s to mid-40s who enjoy working out, want to look good while doing it, and want to keep their skin fit and healthy after sweating in the gym. product offerings Apparel Shoes Bags Yoga mats & props Moisturizers Serums Cleansers Hair care Makeup Candles Incense
Company Divisions Fitness Yoga Body Beauty Home
research & ideas
09
research
&
ideas
Packaging Moodboard Tags & Labels Moodboard
10
atalanta
graphic Standards Guide
research & ideas
11
research
&
ideas
Typeface Options Logotype Ideas
POSSIBLE TYPEFACES Sans-serif typefaces are cleaner, more modern and translate well for beauty and fitness brands. The majority of fonts I’ve chosen are sans-serif, but I also like some of the more classic serif faces.
12
atalanta
novocento
Champagne & Limousines
ATALANTAfIT
ATALANTA Fit
ATALANTAYOGA
ATALANTA Yoga
ATALANTABODY
ATALANTA Body
ATALANTABEAUTY
ATALANTA Beauty
ATALANTAHOME
ATALANTA Home
Neue Haas Grotesk + Sofia
Neue Haas Grotesk
ATALANTAFit
ATALANTAFit
ATALANTAYoga
ATALANTAYoga
ATALANTABody
ATALANTABody
ATALANTABeauty
ATALANTABeauty
ATALANTAHome
ATALANTAHome
graphic Standards Guide
additional logotype options
novocento
Minion Pro + Arial
ATALANTAFIT
atalantaFIT
ATALANTAYOGA
atalantaYOGA
ATALANTABODY
atalantaBODY
ATALANTABEAUTY
atalantaBEAUTY
ATALANTAHOME
atalantaHOME
Avenir
Aller Light
ATALANTAFIT
atalanta.fit
ATALANTAYOGA
atalanta.yoga
ATALANTABODY
atalanta.body
ATALANTABEAUTY
atalanta.beauty
ATALANTAHOME
atalanta.home
research & ideas
13
research
&
ideas
Logotype Ideas Final Design
14
atalanta
graphic Standards Guide
final logotype
atalanta Divisions
atalantafit atalantayoga atalantabody atalantabeauty atalantahome
research & ideas
15
02
stationery system
stationery system
Stationery Concepts
18
atalanta
graphic Standards Guide
stationery system
19
stationery system
Letterhead Envelope Business Card
Letterhead 8.5 x 11
20
atalanta
graphic Standards Guide
Business Card 3.5 x 2
Envelope 9.5 x 4.125
stationery system
21
stationery system
Mailing Label Digital Signature
Digital Signature
Mailing Label 5 x 3.5
22
atalanta
graphic Standards Guide
stationery system
23
03
capabilit y bro chure
capability brochure
Capability Brochure Concepts
26
atalanta
graphic Standards Guide
capability brochure
27
capability brochure
Brochure for Atalanta highlighting company divisions and products
Front Cover
28
atalanta
graphic Standards Guide
capability brochure
29
capability brochure
Brochure for Atalanta highlighting company divisions and products
3-
atalanta
graphic Standards Guide
capability brochure
31
capability brochure
Brochure for Atalanta highlighting company divisions and products
32
atalanta
graphic Standards Guide
capability brochure
33
04
branding & Products
branding
&
products
Oil Free Supreme Foundation
36
atalanta
graphic Standards Guide
branding & products
37
branding
&
products
Lipstick & Gloss Nail Polish Face Primers
38
atalanta
graphic Standards Guide
branding & products
39
branding
&
products
Nail Polish
40
atalanta
graphic Standards Guide
branding & products
41
branding
&
products
Scented Candles Reed Diffusers
42
atalanta
graphic Standards Guide
branding & products
43
branding
&
products
Fabric Softeners Laundry Washes
44
atalanta
graphic Standards Guide
branding & products
45
branding
&
products
Pistachio Honey Bath Creme Brulee Body Butter Fresh Fig Creme Body Wash
atalantaBODY pistachio honey bath
46
atalanta
graphic Standards Guide
atalantaBODY fresh fig ˆ crème body wash
atalantaBODY crème brulée ˆ body butter
branding & products
47
products
Pistachio Honey Scrub Amber Vanilla Spray Pistachio Creme Body Wash
47
atalanta
graphic Standards Guide
branding & products
48
branding
&
products
Tags and labels for Atalanta products
50
atalanta
graphic Standards Guide
branding & products
51
branding
&
products
Yoga Socks Yoga Blocks
52
atalanta
graphic Standards Guide
branding & products
53
branding
&
products
Yoga Towels Yoga Gloves
54
atalanta
graphic Standards Guide
branding & products
55
branding
&
products
Yoga Straps Yoga Mats
56
atalanta
graphic Standards Guide
branding & products
57
branding
&
products
Tags and labels for Atalanta products
58
atalanta
graphic Standards Guide
branding & products
59
branding
&
products
Tank Tops Jackets Shorts
60
atalanta
graphic Standards Guide
branding & products
61
branding
&
products
Fitness GPS Watch Aluminum Water Bottle
62
atalanta
graphic Standards Guide
branding & products
63
branding
&
products
Fitness Hairbands Fitness Cap
64
atalanta
graphic Standards Guide
branding & products
65
branding
&
products
Gift Cards
66
atalanta
graphic Standards Guide
branding & products
67
05
advertisements
advertisements
Posters
70
atalanta
graphic Standards Guide
advertisements
71
advertisements
Billboard Advertisements
72
atalanta
graphic Standards Guide
advertisements
73
advertisements
Coupon Flyers
74
atalanta
graphic Standards Guide
advertisements
75
advertisements
Sale Advertisements
76
atalanta
graphic Standards Guide
advertisements
77
advertisements
A look at our company website
78
atalanta
graphic Standards Guide
advertisements
79
Credits Designer / Jennifer Brue Class / Typography 3: Complex Hierarchy Instructor / Lian Ng Fall 2013
Typography logo / aller book contents / novocento & georgia
atalanta graphic standards guide
atalanta
atalanta graphic standards guide