NOT Standards Manual

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NOT ALIGNE BRAND STANDARDS MANUAL


Our brand is evolving.

We are bringing a more transformative experience to the surface. Our new brand will encompass our playful and surprising elements.


We are NOT Aligne. Based in New York City, we are a clothing brand for the actively curious. We experiment with the physical processes of getting in and out of clothing in order to make dressing a surprising, playful, and transformative experience within itself. Our rebrand will emphasize our playful and surprising elements.


DISCOVER OUR BRAND


01

02

03

TRANSFORMING OUR BRAND

INTRODUCING NEW COLORS

TYPOGRAPHY

Brand Story // 8 Logo and Brand Equity // 10 Logo Size Restrictions // 12 Clear Space // 14 Color Variations // 16 Logo Misuses // 18

Color // 24 Color Usage // 26 Color Distribution // 32

Typography // 36 Type Weights // 38

04

05

06

IMAGERY

STATIONERY

PACKAGING

Imagery // 44 Illustration Usage // 46 Illustration Misuse // 48 Imagery Usage // 50 Photography Misuse // 54

Stationery // 58 Letterhead & Business Cards // 60 Standard Envelope // 62 Invoice // 64

Packaging // 68 Envelope // 70 Shirt Box // 72 Shopping Bag // 74

07

08

09

WEB PRESENCE

ADVERTISING

SPECIAL THANKS

Web Presence // 78 NOT Website // 80 Mobile // 86

Advertising // 90 Print Advertising // 92 Digital Advertising // 96 Animation // 98

Special Thanks // 102



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TRANSFORMING OUR BRAND. We are excited to be creating a new look that will emphasize our unique elements.


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1.1

BRAND STORY

NOT experiments with the physical processes to make dressing a surprising, playful, and transformative experience.


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Designer Jenny Lai grew up playing music,

In addition to ready-to-wear collections,

dancing, and acting. When she fell in love

NOT creates site-specific and custom

with clothing, she saw that dressing was

performance experiences by collaborating

just another kind of performance. It was

with musicians and dancers pushing

a performance that was silent, intuitive,

the boundaries of interdisciplinary

and one that we acted out everyday.

performance. Recent projects include

Similar to performing on stage, there was

working with Shen Wei Dance Arts and

adrenaline, the need to respond and adapt

Danielle Russo Performance Project,

instantaneously for an infinite possibility

producing a Butoh performance at Paris

of change each time around. From this

concept space The Community, and

concept, NOT was born.

custom performance-wear for solo violinist Leila Josefowicz and percussionist

Based in New York City, NOT is a clothing brand for the actively curious. NOT experiments with the physical processes of getting in and out of clothing in order to make dressing a surprising, playful, and transformative experience within itself.

Mike Truesdell.


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1.2

LOGO AND BRAND EQUITY

“...experimented with the idea of negative space... ” Logo and Brand Equity Our brand started in 2011. The name of

The logomark is noted with an iconic T

the company was inspired by the idea of

which connotes the feeling of movement

negative space. Our designer created a

and transformation ­– an important

fashion line that experimented with the

element in our brand. Because of our

idea of negative space by creating clothing

established fashion line, there is a

that navigated the negative space that

substantial amount of brand equity behind

existed between a garment and a body

our logo.

through fashion design.


BRAND GUIDELINES

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Current logomark


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1.3

LOGO SIZE RESTRICTIONS

“...we have created a minimal size for our logo...” Logo Size Restrictions We have a strong and bold logo that

branding materials. We want our logo to

marks each of our products. Since our

be recognized. Our minimal logo size was

logo has such a strong and bold presence,

based off of our large logo’s N width.

we have created a minimal size for our logo to be presented in our various


BRAND GUIDELINES

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Primary Logo

Minimum Size


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1.4

CLEAR SPACE

“...ensure that our brand will continue to look consistent and elegant.” Clear Space Regulations In order to maintain the feeling of elevation

The logomark’s clearspace was

and elegance in our brand, we have created

determined by the width of our bold N. This

standards for our logo. The purpose behind

clear space will ensure that our brand will

our mark’s clear space is to preserve the

continue to look consistent and elegant.

logo’s unique mark from intrusions by other content that may be around the logo.


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Width of N


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1.5

COLOR VARIATIONS

“...several color choices when using our logo to allow some flexibility...” Color Variations We have provided several color choices

these alternative colors is a valid usage of

when using our logo to allow some

the mark. It is important to note that each

flexibility in the designs. In the following

of these marks are exclusively represented

page, it will show the different color

in one color. The different color choices are

options that represent our brand. Each of

in our brand’s color palette (page 27).


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Charcoal; 70% tint

Light Blue

Orange

Snow


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1.6

LOGO MISUSES

“...ensures quality consistency...�

Logo Misuses It is very important for us to use our logo

By displaying the logo in the approved

properly. The wordmark should only be

forms, it ensures quality consistency and

used in the four different colors. The logo

further emphasize our visual equity.

should not be altered in any format that was not described on page 17.


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Do not warp the dimensions of the wordmark. By doing so, it creates jarring tension found in the typography.

Do not add a drop shadow to the logo. This creates unneccessary emphasis to the logo and distracts the audience from the its surrounding content.

Do not use the logo in an unapproved color. See page 27 for more information on color usage throughout the brand.


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Do not experiment with the alignment of the logo. This effect will distract the viewers.

Do not rotate the logo in any degree. This will create tension throughout the piece and become a legibility issue.

Do not crop the logo in any shape or form. It is important to show our whole logo to maintain brand awareness and visual consistency throughout the brand.


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Do not use a light colored logo on a light colored background. This provides a legibility issue throughout the marketing materials.

Do not change the tracking in the wordmark. This will change the proportion of the logo and make it difficult for easy logo recognition.

Do not display the logo in outlines. This will alter the presence of our logo and make it difficult to read.


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BRAND GUIDELINES

02

INTRODUCING NEW COLORS We are introducing strong and vibrant colors, which complement our clothing statements.

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2.1

COLOR

We are introducing new colors that will emphasize the boldness and movement in our clothing designs.


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Color is a very important element to our

We were inspired by several of our

brand. In our clothing design process, we

signature pieces to bring our brand colors

consider each of our textiles and colors

to life.We wanted to emphasize a strong

with a careful eye. Likewise, we wanted

monochromatic palette with strong accent

to implement a brand that had strong and

colors to provide interest throughout

bold colors.

the brand. The overall effect of the color palette creates a strong and cohesive look

We found colors that would not only set us apart from our competitors, but also complement the clothing designs that we have created over the past couple of years.

throughout the brand.


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2.2

COLOR USAGE

“We have carefully curated specific shades...� Color Usage We have carefully curated specific shades

The dark grey and white will be the main

for our brand. We chose a combination of

colors that would be found throughout the

warm and cool tone colors to be used as

brand. We wanted to emphasize the strong

accent colors throughout the brand.

usage of negative space throughout.


BRAND GUIDELINES

Primary color palette

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CHARCOAL

CMYK

This color is perfect for image backgrounds to text colors.

RBG

71 / 65 / 61 / 62

46 / 46 / 48

HEX #2e2e30


BRAND 29 NOT GUIDELINES ALIGNE

FIESTA ORANGE This color adds an element of surprise into the brand.

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CMYK 15 / 88 / 100 / 15

RBG 201 / 64 / 10

HEX #c9400a


BRAND 30 NOT GUIDELINES ALIGNE

SEAFOAM BLUE This color adds cool tones to the brand.

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CMYK 19 / 1 / 12 / 0

RBG 204 / 229 / 224

HEX #cce5e0


BRAND 31 NOT GUIDELINES ALIGNE

SNOW This color provides a platform for our bold colors.

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CMYK 5 / 5 / 4 / 10

RBG 240 / 237 / 237

HEX #f0eded


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2.3

COLOR DISTRIBUTION

“...we have created a distribution chart to display the color usage.� Color Distribution The strong usage of white space is very

The usage of white and black acts as a

important in our brand. We want both of

platform for our bright accent colors to be

the white and dark grey to have a strong

displayed. To ensure that our colors are

presence in our brand.

being used properly, we have created a distribution chart to display the color usage.


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10%

10%

30%

50%


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BRAND GUIDELINES

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TYPOGRAPHY We have created experimental and bold type to complement our brand.

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3.1

TYPOGRAPHY

We wanted to find a typeface that would be different from our competition, but stay in our market.


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Typography is a fundamental element in

After searching through several typefaces,

our core brand identity. We have selected

we found a typeface in the sans serif

a typeface that represents our modern and

family. We found it to be not only legible,

minimalistic approach towards design,

but also provide exciting forms to our

while still conveying a bold statement to

marketing materials.

our customers. During our typeface selection process, we looked for a couple of requirements in the typeface. We wanted to find a typeface that would be different from our competition, but still stay in our market.


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3.2

typeface used // roboto bold roboto medium roboto regular roboto light

TYPE WEIGHTS

“We wanted our typography to make bold statements to our blank canvases” Type Weights Typography can be very powerful when

In the following pages, it showcases the

used properly. We wanted our typography

various approved weights in Roboto for our

to make bold statements on our blank

brand. Also, it will show an example of our

canvases. We have chosen a web-safe

type hierarchy when using this typeface.

typeface, Roboto. We have chosen Roboto because of its’ modern and geometric details in the characters. We wanted the typeface to not only communicate with our customers but add a textural element to the pages.


BRAND GUIDELINES

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bold roboto medium rob regular robo light roboto


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ROBOTO BOLD ABCEDFGHIJKLMNOPQRSTUVWYXZ abcedfghijklmnopqrstuvwyxz 0123456789

ROBOTO MEDIUM ABCEDFGHIJKLMNOPQRSTUVWYXZ abcedfghijklmnopqrstuvwyxz 0123456789

ROBOTO REGULAR ABCEDFGHIJKLMNOPQRSTUVWYXZ abcedfghijklmnopqrstuvwyxz 0123456789

ROBOTO LIGHT ABCEDFGHIJKLMNOPQRSTUVWYXZ abcedfghijklmnopqrstuvwyxz 0123456789


BRAND GUIDELINES

typeface sizes // 8.5 | heading 1 34 | headline 8.5 | heading 2 8 | body copy

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HEADING 1 | ROBOTO REGULAR

Roboto Regular is used for our headlines. Heading 2 | Medium This body copy is in roboto light. We use this type weight because it is a sharp contrast to our bold headlines. It also is easier to read in long text formats.


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BRAND GUIDELINES

04

IMAGERY Great imagery can convey strong emotions and messages throughout our brand.

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4.1

IMAGERY

We want to have strong imagery paired with our iconic and geometric typography.


BRAND GUIDELINES

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We want to have strong imagery

Our imagery falls into three distinct

paired with our iconic and geometric

categories: abstract imagery, mesh

typography. While we were looking through

illustration, and editorial. It is important

what kind of imagery we wanted, we

for our imagery to follow these standards

decided to combine illustration with our

because it provides a stronger brand

photography. The combination of our

awareness within our target market.

editorial photography and our fluid organic illustrations, it will provide a stronger memorability among our audience.


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4.2

ILLUSTRATION USAGE

image on right //

“...combination of architectural elements paired with unexpected materials.�

overall mesh: snow dashed mesh layer: seafoam blue

Topographic Elements Our clothing is a combination of

Through several experimentations, we have

architectural elements paired with

created a library of mesh elements that can

unexpected materials. We wanted to

be paired alongside our work. We wanted

extend our interpretation of this concept

to enforce a strict grid structure which

into our marketing materials.

pairs nicely with our organic elements.


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4.3

Misuse // Do not use Fiery Orange for mesh colors

Correct // Use Seafoam Blue for mesh color.

ILLUSTRATION MISUSE


BRAND GUIDELINES

Misuse // Do not use a super close up of the mesh.

Correct // Use a wider crop for the mesh.

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4.4

IMAGERY USAGE

“We have created a library of abstract closeups of fabrics� Imagery We have created a library of abstract

minimal, like our brand. The background is

closeups of various fabrics. During our

shot with a clean and white background.

design process, we search high and low for amazing high quality fabrics to create

The following pages demonstrate the

our fabrics. In our imagery, we wanted to

usage of both the abstract and editorial

emphasize the quality of fabrics that are

images found throughout the brand.

used in our garments. Additionally, we have also created a separate library of images used for editorial uses. The images are very clean and


BRAND GUIDELINES

image 001 // detail of cloth on charcoal background.

image 002 // closeup of cloth creating a cinematic look.

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4.5

image 003 // model in clothing with artistic photography direction

image 004 // black and white image of artist wearing clothing.

IMAGERY USAGE


BRAND GUIDELINES

image 005 // model dressed in NOT clothing on snow background.

image 006 // model dressed in NOT clothing on snow background.

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4.6

image 003 // model in clothing with artistic photography direction

image 004 // black and white image of artist wearing clothing.

PHOTOGRAPHY MISUSE


BRAND GUIDELINES

image 003 // model in clothing with artistic photography direction

image 004 // black and white image of artist wearing clothing.

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BRAND GUIDELINES

05

STATIONERY We created custom stationery to complement our new rebrand.

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5.1

STATIONERY

These designs are inspired by our emphasis of white space and strong typography.


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Stationery is an opportunity to showcase

Each of our stationery pieces convey a

our new rebrand. We have created custom

message to our consumers about who

stationery to maintain an appropriate tone

we are. Our stationery embraces the

for our company regardless of the content.

architectural aspect in our clothing, as well as pops of color.

These designs are inspired by our emphasis of white space and strong typography. Our designs are also complemented by our custom mesh illustrations.


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5.2

LETTERHEAD & BUSINESS CARDS

“We wanted to create an unique experience at every touch point with our audience.� Anatomy of Letterhead & Business Cards Letterheads and business cards are

Each of these pieces are complemented

fundamental to our business. We have

with a tiny strip of our accent colors,

created custom pieces that will carry a

as well as our mesh illustration. The

message of our brand to our consumers.

typography is very clean and structured.

We wanted to create an unique experience

The following page breaks down each of

at every touch point with our audience.

the elements in the print pieces.


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Logo

Heading // Roboto Medium Body // Roboto Light

Logo

Mesh // 40% opacity Sidebar

Roboto Regular // all caps

Roboto Light

Roboto Light // all caps

Roboto Light // all caps

Mesh // 40% opacity


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5.3

STANDARD ENVELOPE

“We wanted to add our own personal touches to our envelopes.� Anatomy of Standard Envelope We wanted to add our own personal

On the following page, it demonstrates the

touches to our envelopes. We have created

small details that we have added to our

an exciting look to our envelope that fits

envelope. We have added our signature

perfectly within our marketing assets.

mesh illustration, as well as a note.


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Logo & Address // Roboto Regular & Light

Mesh // 40% opacity

Contact // Roboto Regular; Fiery Orange & Charcoal

Roboto Light // all caps Envelope Flap // Charcoal

Sidebar


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5.4

INVOICE

“We have created a custom invoice design...� Anatomy of Invoice An invoice is an important element in

colors. In the following page, it showcases

our industry that we also did not want to

the specific elements that are in the

neglect in our stationery package. We have

invoice. We created a very systematic

created a custom invoice design that uses

layout, similar to our letterhead paired with

our strong usage of white space and

our strip of accent colors.


BRAND GUIDELINES

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Logo

Heading // Roboto Medium Body // Roboto Light

Roboto Medium // all caps

Body text // Roboto Light

Fiery Orange Side Bar

Roboto Light // all caps


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BRAND GUIDELINES

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PACKAGING We wanted to create packaging that is both exciting and functional for our customers.

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6.1

PACKAGING

We have crafted our boxes to be bold statements of our brand. Our goal is to create packaging that excites our customers.


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Packaging is very important to us because

Our packaging designs are coated with our

it is the medium that holds our products.

signature color and paired with our unique

We wanted to create a special experience

typography. We want to make our brand

at every touch point. We have crafted our

not only memorable, but something that

boxes to be bold statements of our brand.

our customers can get very excited about.

Our goal is to create packaging that excites our customers.


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6.2

ENVELOPE

“We wanted to create a very dramatic and bold look to our packaging.� Envelope We wanted to create a very dramatic and

awareness. In the following page, it will

bold look to our packaging. We are using

show specific details that are on

our signature charcoal grey to coat our

our packaging.

envelope packaging. We also added a pop of our mesh illustration to the front of the packaging to enhance our brand


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Roboto Light // All Caps

Logo

mesh // 40% opacity

Color // Charcoal


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6.3

SHIRT BOX

“We wanted to add an element of surprise to the overall experience.� Shirt Box In addition to the envelope packaging, we

We also added our signature quote to the

have also designed shirt boxes for our

side of our box. We want to add subtle nice

clothing. The exterior of the box is coated

touches throughout the box.

in our charcoal grey color, while the interior has a pop of our accent blue color. We wanted to add an element of surprise to the overall experience.


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Logo Charcoal

Mesh // 40% opacity

Seafoam Blue

mesh // 40% opacity

Roboto Light // all caps Charcoal

Seafoam Blue


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6.4

SHOPPING BAG

“NOT has both an online and brick-andmortar presence.� Shopping Bag NOT has both an online and brick and

Similar to the other packaging, the bag is

mortar presence. We wanted to also create

coated in our signature charcoal grey. We

packaging that would be used in the brick

have included our iconic mesh illustration

and mortar store located at Flying Solo.

to add a personal touch to our bags.


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handle // seafoam blue

logo

color // charcoal

mesh // 40% opacity


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BRAND GUIDELINES

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WEB PRESENCE We created a digital platform for our designs.

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7.1

WEB PRESENCE

Our goal for our digital platform was to create an exciting experience when our customers interact with our products.


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With the fast-paced digital environment

Our webpages are immersed in white

that we live in, we wanted to also introduce

space, similar to our print designs. The

a digital platform for NOT. Our goal for our

overall feeling of each of the webpages

digital platform was to create an exciting

feels very structural, but the organic mesh

experience when our customers interact

elements provide a nice balance to

with our products.

the pages.

Our webpages are also marked with our signature mesh to add an extra element to our pages. Each of our pages uses clean photography to strongly represent our products.


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7.2

NOT WEBSITE

“...inspired by the editorial look found in our print pieces.� NOT Website Our digital platform is very important for

Each of our webpages are immersed in

our customers to view and learn more

either our charcoal or white colors. We

about our products. The overall look of our

wanted to block out each section for a

webpages are inspired by the editorial look

statement and to create a strong structure

found in our print materials.

throughout the site.


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navigation

logo

headline description

NOT experiments with the physical processes of getting in and out of clothing.

social media icons

subhead header

body

overlay buttons

header

mesh // 40% opacity


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navigation

logo

banner

social media icons

selected item

newsletter signup

footer


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navigation

logo breadcrumbs

social media icons

product description

footer

mesh // 40% opacity


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navigation

logo breadcrumbs

individual item

social media icons mesh // 40% opacity

footer


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navigation

logo

social media icons

newsletter signup

footer


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7.3

MOBILE

“We wanted to create a digital presence that could be easily accessible...� Mobile We wanted to create a digital presence

hamburger menu to create a better user

that could be easily accessible to our

experience. All of our items are stacked

customers. Our mobile site is very similar

creating an easier experience to view our

to our desktop layout. We have added a

various products.


BRAND GUIDELINES

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logo

banner

hamburger menu


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BRAND GUIDELINES

08

ADVERTISING We love advocating our bold statements.

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8.1

ADVERTISING

Each of our advertising campaigns is a creative outlet for us to introduce our brand to our customers.


BRAND GUIDELINES

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Advertisement is an important element in

We have developed some guidelines for

NOT’s brand. Our goal is to create strong

both print and digital platforms. Each of

advertisement campaigns that represents

the platforms demonstrate a cinematic

our brand, while still being creative.

and dramatic aspect of our brand. We wanted to build excitement towards our

Each of our advertising campaigns is a

brand. In the following pages, it will discuss

creative outlet for us to introduce our brand

the specifics for each individual print and

to new customers and remind our loyal

digital piece.

customers of our products.


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8.2

PRINT ADVERTISING

“Print advertising is an important asset to our brand.� Posters Print advertising is an important asset to

Our designs are inspired by our quality

our brand. The print materials gives our

fabrics that we pick to create each individual

brand an opportunity to introduce our

outfit in our brand. The overall layout appears

strong imagery to our customers.

to be modular and cinematic.


BRAND GUIDELINES

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details // roboto light all caps

header headline

logo


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details // roboto light all caps

logo


details // roboto light all caps

BRAND GUIDELINES 95

header

logo


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8.3

DIGITAL ADVERTISING

“...allows us to communicate with our customers...� Social Media Social media is a platform that allows us to

interests towards our products. In the

place emphasis on specific products. Our

following page, it demonstrates a short

social media allows us to communicate

animation that would be featured on our

with our customers, as well as cultivate

social media feed.


BRAND GUIDELINES

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8.4

ANIMATION

“...showcase our quality fabrics through a cinematic lens. Animation We have created some guidelines for our

compositions, similar to our print designs.

animation used for advertising. Each of our

This particular animation tells the narrative

animations showcase our quality fabrics

from a theater perspective, emphasizing on

through a cinematic lens. The following

our designs in the performing arts industry.

styleframes demonstrate dynamic


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SPECIAL THANKS AND ACKNOWLEDGEMENTS Special thanks to Jenny Lai, designer of NOT Aligne for being open to these crazy ideas. Also special thanks to Luke Parker for working on the animation and 3D illustrations. I am also thankful for everyone who has helped me along the way.




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