Depthe
Brand Manual 2018
Date created: 13.05.18 Depthe Clothing Co. All rights reserved Š 2018 Art-direction, graphic design, editorial design and copywrting produced by John P Tiller. Email: Social: Web:
Johnptiller@gmail.com @johnptiller behance.net/johnptiller
Disclaimer: While we endeavour to ensure all communications are kept coherent through a strict adherence to these brand guidelines, sometimes we expect that visual conflicts may appear. Should this be the case, and may there be any challenges or issues arising concerning the way the brand is to be expressed, then for any unanswered questions please contact our brand guardian, and graphic designer John Tiller.
Contents District 01: District 02: District 03: District 04: District 05:
Overview Status Quo Vision & Audience Tone of Voice Brand Identity
01-02 03-04 05-06 07-08 09-22
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Welcome to the family District 01: Overview You’re holding the rebellious urbanites guide to tasteful selfexpression. Our customer base is reflective of open-minded communities, different in the way they express themselves, yet all united in their shared respect for diversity and equality.
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03
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OUR STORY, Our LEGACY District 02: Status Quo Depthe is a fictional urban and British, high-end unisex sportswear brand, serving young adults high quality garments at accessible prices. Born in the first industrialized metropolis, Manchester UK, its flagship store and former warehouse conversion now operates, in addition to over 150 stores across Europe, the US and the United Kingdom.
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OUR MANIFESTO District 03: Vision & Audience We pledge to offer our discerning urban customers some of the freshest looks all year round. Depthe provides middle class women and men aged 18 to 30, with affordable, high grade fashion and lifestyle clothing. We believe in equality, diversity and unapologetic selfexpression. In a world so focused on the success of the individual, our vision is to focus on unity and community spirit, setting differences aside and bringing unique people together.
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BRAND PERSONA District 04: Tone of Voice To maintain an overall consistency in the message to our consumers, we expect all illustrative, graphic and photographic representations of our brand to conform to our tone of voice. This is reflected in our core values, as stated on the previous page.
Quality We strive for high quality, in our products, service and communication.
Coolness We appeal to urban consumers, with fresh looks and styles.
Modern We stay relevant with alternative fashion and lifestyle products.
Minimal We believe that more is said through less, and this resonates throughout our brand.
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representing depthe District 05: Brand Identity The following section represents the brand standards’ guidelines, in relation to graphic design and the reproduction of our brand’s graphic and design assets. Again, please contact the brand guardian for any additional questions you may have when using the assets provided. The adjacent page shows a break down of the following pages.
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Our Logo Clear Space Correct & Incorrect Use Typography Used Typesetting Used Use in Context
11-12 13-14 15-16 17-18 19-20 21-22
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Depthe Depthe
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OUR LOGO Main Logotype Denotations:
Connotations:
The main primary logotype is dark type on a white background. This is the default, or most common application of the brand. A secondary sibling is the inverse of these colours, lght type on a dark background. This second option is available in the event that more contast is needed to emphasise the brand. For example, when producing a promotional banner, or applying the logo onto a garment.
A brand is far more than just a logo, it is one of many points of contact a customer has with a business. Our logotype represents our brand’s values, outlined on page 09. The slanted typography communicates a sense of ‘moving forward’, which reflects the social progress we aim to make within communities. The colours are solemn, and typeface ‘Impact‘ was originally designed for legibility reasons.
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CLEAR SPACE Space around our logotype Regardless of which choice of background colour (which should be used with discretion), 6.7 mm is the minimum space to be allocated around our logotype (see opposite figure). This space allows our logo to be read easily, whether online or in a large printed format. No other object, logo or type should be placed within this area. If in doubt, contact the brand guardian.
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D he Depthe
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Correct & incorrect use Considerations Acceptable use:
Unacceptable use:
As seen on page 11, the acceptable use of the logo is implemented with light on dark or vice versa. The alternative to these options is to use the logotype as a single dark or white vector on a photographic background. In this case please contact our brand guardian to confirm how this is best implemented.
As seen opposite, do not use unspecified colours. Do not distort, modify, move or disrupt the visual integrity of the logo, or change it in any way. Do not use a stoke on the logo, and do not append or place objects near or over the design. Do not manually alter the kerning or tracking.
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TYPOGRAPHY USED Fonts in Print and Digital Fira Sans was produced by a Berlin based type foundry, and is optimized to accomodate legibility need for a range of handsets, which vary in screen quality. The tall x-height of this font makes it readable and we use this for our body copy in all printed matter. In the absense of this, helvetica neue and helvetica are alternatives for digital alternatives. Oswald is a condensed face which was also created with legibility in mind to accomodate digital devices. It is a reworked adaptation of a previous face, and compliments the body copy choice, as both are tall and noble.
Bebas is the choice used for our large titles. This tall sans serif in black on white or vice versa communicates our modern, clean and proud tone of voice. The other font we use is Droid Serif, which forms a balanced relationship with the other fonts, and is useful for promotional or informative copy. Since all our faces used are mostly condensed, and thus less wide, we are able to fit more copy into smaller printed and digital spaces.
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Type Style
CMYK
Body copy
Fira Sans Regular 9 pt
0, 0, 0, 100
Body Copy
Promotional Text
Droid Serif Regular Variable pt
0, 0, 0, 100 / Variable
Promotional Text
Heading
Oswald Regular 20 pt
62, 52, 50, 21
Large Title
Bebas Regular 72 pt
72, 66, 65, 75
Heading
Title
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Collumns
Margins Top Bottom Inside Outside
24 mm 24 mm 26 mm 18 mm
Baseline Grid Start Relative to Increment
23 mm Top Margin 10.8 pt
Number Gutter
9 Collumns 2 mm
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Typesetting used Layout / Application This section is for illustrative purposes, and the aim of this is to show typesetting for this document only. In this landcape document, a baseline grid has been applied, ensuring all type sits neatly in a consistent manner. Font sizes are relative to this baseline, and paragraph styles represent multiple point sizes in relation to each other, to sit consistently on the grid. The grid itself comprises of 9 collumns, allowing a flexible approach to typesetting. Large margins accomodate the loss of content in the centrefold, and make good use of the page. A 2mm gutter separates collumns while allowing enough room for type to be easily readable. Finally, a 3mm bleed ensures graphic content can effortlessly be applied over the entire page without error.
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