- American Apparel Rebranding -
Brand Guideline
Contents
Contents
BRAND
Name 4 Soul 6 Mission 6 Repositioning 7 Statement
Contents
GUIDELINES
Logo Concept 8 Main Logo 10 Signatures 12 Alternative Logos 13 Clear Space 14 Minimum Size 16 Unauthorized Uses 18 Color Palette 20 Typography 22 Business System 24 Applications 26
BUSINESS EXTENSIONS
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Brand Name
From the original brand – American Apparel– American Partner continues to use the word “American” and add “Partner”. This brand is more than garment producing but discusses comprehensive labor rights. The word “Partner” could be a friend, a business partner, a tutor, an advisor, who helps people get a better future in their career.
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Yiwen Jin || 04682180 Module 2 || GR 604: Nature of Identity
Brand Soul / Brand Mission
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Brand Soul
Providing fair labor practices.
Brand Mission
Provide fair labor practices and opportunities for employees of all kinds.
Repositioning Statement
Repositioning Statement
American Apparel’s mission is working on fair employment and providing more opportunities to people. We don’t only insist on the globally sourced, ethically made, still sweatshop-free clothing, but we also care for the workers by building sustainable manufacturing in the fashion industry. Now, with the new American Apparel, American Partner, we will provide fair labor practices and opportunities for employees of all kinds. We respect the fair labor rights and want to provide services, including law services, labor training, labor welfare protection, etc.
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Logo Concept
Logo Concept
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Power, hand, fist The hand can represent the labor, but no limit on what kind of labor. And when it becomes a fist, it will show solidarity of labor and the cooperation between people.
Logo Concept
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Main Logo
Main Logo
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The final logo is an abstract fist-shaped logo. And the spacing between icon and signature is the width of the letter “r� in the logotype.
Main Logo
Full color version
B&W version
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Signatures
Signatures
Horizontal 1
Horizontal 2 (type on one line)
Stacked version
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Alternative Logos
Alternative Logos
1
Icon only
2
Text only 1 and 2
B&W logo
White Logo
(with gray scale)
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Clear Space
Clear Space
Horizontal 1
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The height of the letter “r� in the logo can be used to determine the clear space. This is the minimum amount of space around the logotype that is acceptable.
Clear Space
Horizontal 2 (type on one line)
Stacked version
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Minimum Size
Minimum Size
1 inch
Print The minimum size should be 1â€? in width at least in and can be scaled inďŹ nitely.
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Minimum Size
96 pixels
1.2 inch
Digital
Special usage
The minimum size should be 96 pixels in width at least in and can be scaled inďŹ nitely.
The minimum size should be 1.2 inch in width at least in and can be scaled inďŹ nitely.
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Unauthorized Uses
Unauthorized Uses
Don’t use a single color
Don’t use the gradient
Don’t pair the icon and the signature in wrong size
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Unauthorized Uses
Don’t change the color palette
Don’t rotate the icon or the type
Don’t stretch the logo
Don’t add any embellishment or graphic element
Don’t put the logo on the similar background color
Don’t put the full color logo on the cluttered imagery background.
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Signatures
Color Palette
The color palette includes bright red, orange, and brown, which are bold, warm, to show passion, strength, and solidarity.
Sun Red
CMYK 0, 93, 76, 0 RGB 245, 51, 63 PMS 032 C HEX f5333f
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Alternative Logos
Orange
Chocolate
CMYK 0, 62, 86, 0
CMYK 37, 80, 79, 47
RGB 255, 127, 48
RGB 103, 47, 37
PMS 1575 C
PMS 483 C
HEX ff7f30
HEX 672f25
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Typography
Typography
Original logotype
Final logotype
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The basic typography is using the typeface, DIN. To keep the same feeling with the logo, the final logotype’s strokes are using a rounded corner, especially on the letter ”A” and letter “i”.
American Partner
Typography
DIN Light
DIN Light Italic
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
DIN Regular
DIN Italic
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
DIN Demi
DIN Demi Italic
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
DIN Bold
DIN Bold Italic
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
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Business System
Business System
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Business System
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Applications
Yiwen Jin || 04682180 Module 2 || GR 604: Nature of Identity
Business Extensions
Business Extensions
1. EntrePartner
A training program that educates people with management, entrepreneurship training, labor laws/rights, and also helps people who want to start their own businesses. On May 1st, students will join the annual event – a week-long field visit/internships with our partner companies.
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Yiwen Jin || 04682180 Module 2 || GR 604: Nature of Identity
Business Extensions
Business Extensions
2. UnionPartner
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A local labor community and union, provides services to negotiate for working conditions and other benefits through collective bargaining, like an intermediary between labor and the business.
Yiwen Jin || 04682180 Module 2 || GR 604: Nature of Identity
Business Extensions
Business Extensions
3. LawPartner
A professional labor lawyer consultancy, provides law services, and law consultation that help workers with labor rights, work contracts, work lawsuit problems, etc.
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Yiwen Jin || 04682180 Module 2 || GR 604: Nature of Identity
Website URL
Website URL
www.labordeservesmore.org
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Resources
www.pinterest.com https://www.axios.com/labor-union-membership-drops-ee91e3c7f86f-4012-a139-4ecdcea9b594.html https://www.pintas.com/workers-compensation-lawyer/ https://www.roberthalf.com/blog/management-tips/ new-labor-model-helps-cfos-build-finance-teams-for-the-digital-age
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