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
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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
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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
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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.
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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
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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
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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.
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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
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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.
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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
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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.
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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.
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logo
banner
hamburger menu
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BRAND GUIDELINES
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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.
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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.
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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
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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.
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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.