the 2016 indosole brand bible by katie tonkovich

the 2016 indosole brand bible created by Katie Tonkovich

indosole

brand guidelines

table of contents BRAND BASICS 1 brand voice

2 logo and use

3 typography

4 color palette

our roots

main logo

our typefaces

primary colors

taglines

alternative logos

baseline grid

secondary colors

language

proper usage

C OLLATERAL 1 emails

2 sliders

3 packaging

4 point-of-sales

concept

basic layout

templates

basic layout

examples

1 voice

2 logo

3 type

4 colors

5 photo style

6 graphics

good examples

icon sets

bad examples

5 photos

6 graphics

7 grids

8 materials

7 grids are your friend

8 physical materials

lines + shapes

baseline grid

reuse philosophy

illustrations

column logic

a few examples

proper usage

5 website

6 promos

7 presentations

concept

media packet

brand deck

homepage

in-store posters

one-pager

product page

powerpoints

part one: brand basics

indosole

brand guidelines

the indo brand voice OUR ROOTS In 2004, Kyle Parsons went to Bali for the first time and was insipired to help minimize tire waste. During his trip he purchased a pair of sandals with soles made from motorbike tires. The unique sandals prompted Kyle to learn more about the worldwide tire problem, and he found that over one billion waste tires end up in landfills every year. This made him even more appreciative of the resourcefulness that lead to the creation of his sandals. Kyle became determined to get back to Bali to pursue his new passion for repurposed tire sole footwear. The landscape and people of Indonesia had captivated him and he hoped that by transforming discarded tires into soles, he could do his part to help alleviate Indonesiaâ&#x20AC;&#x2122;s pollution problem. In 2009 Indosole was launched. Today Kyle is Indosoleâ&#x20AC;&#x2122;s CEO and handles sales worldwide. You can find him at the Church of Surf, our San Francisco headquarters in the heart of Ocean Beach, California.

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

indosole

brand guidelines

BRAND VOICE PRINCIPLES Approachable & inspiring Our voice is friendly and direct, but not overly bubbly (hold off on excessive use of exclamation marks). We are approachable, like a good friend you have had for years whose opinions and recommendations you value. We are not a brand that is “too cool for school” nor are we overly quirky or edgy. We aim to be inspiring, to get people out of their comfort zones and exploring, to encourage innovation, and to get people to care. Thoughtful, not sappy We talk about meaningful things – environmental causes, new ideas and breakthroughs, inspiring personal stories – but we don’t get teary eyed over it. And we definitely don’t post sappy quotes on Instagram. We use these stories as fuel for fire. The point is to get people to take action, to support our mission and other good causes, and to shop with a conscience. Knowledgeable, not know-it-all We share info with our followers and supporters, but we do not flood them with unnecessary jargon. The point is to arm them with enough information so that they are aware of the problems, and to make them feel like they can make a difference with every decision that they make.

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

TALKING ABOUT INDOSOLE Words We Like

Words We Donâ&#x20AC;&#x2122;t

Repurpose(d)

Sustainable

Upcycle(d)

Eco-friendly

Recycle(d)

Green

Responsibly made

Factory

Artisan Workshop Versatile Unique

indosole

brand guidelines

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

FAVORITE TAGLINES + PHRA SES

Tires to soles Footwear made from repurposed tires Soles with soul

indosole

logos PRIMARY LOGO

brand guidelines

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

A LT E R N A T I V E L O G O 1

indosole

brand guidelines

typography HUGE TYPE

GT Walsheim Pro big titles are in bold abcdefghijklmnopqrst uvwxyz01234567890

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

SUBTITLES TITLIING GOTHIC, COMPRESSED SUBTITLES ARE IN THIN ABCDEFGHIJKLMNOPQRST UVWXYZ01234567890 BODY TEXT

Neue Haas Unica Pro body text is in light abcdefghijklmnopqrst uvwxyz01234567890 emphasized text is in meduim abcdefghijklmnopqrst uvwxyz01234567890 15

indosole

brand guidelines

type scale SUBTITLE HERE Header text is set in Neue Hass Unica medium, at the same size as body. Body text is set in Neue Hass Unica light. The rest of this is just filler to get an idea of the visual weights. During his trip he purchased a pair of sandals with soles made from motorbike tires. The unique sandals prompted Kyle to learn more about the worldwide tire problem, and he found that over one billion waste tires end up in landfills every year. This made him even more appreciative of the resourcefulness that lead to the creation of his sandals.

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

headline gt walsheim pro, bold 36 /40 pt Headlines should be at least 2.5x body text size. Headlines should be very brief, not be more than a few words long. subtitle titling gothic, light compressed 15/15 pt, +150 track Because they are lighter and airier, subtitles should be slightly larger than body text, in order to maintain the same visual weight. Subtitles should have the same leading as the body text. header text neue haas unica, medium 11.5/15 pt Header text is exactly the same as body, just meduim weight instead of light, to give it some more punch. body text neue hass unica, light 11.5/15 pt Body text has ample leading, for good legibility. Like all of the type, the leading is on a base-5 grid to maintain some consistency. 17

indosole

brand guidelines

color palette PRIMARY C OLOR

SEC ONDARY C OLORS Jungle Teal

Tire Black

RGB 0/ 16 1/ 13 5 CMYK 8 0/ 13/5 8/0 HEX # 6 0A18 6

RGB 5/8/8 CMYK 7 0/6 0/6 0/9 0 HEX # 0 4 07 0 8

Canvas RGB 2 3 5/2 3 0/2 20 CMYK 7/ 7/ 1 0 / 0 HEX #E A E5D E

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

TERTIARY C OLORS Charcol

Coral

RGB 20 5/9 0/9 0 CMYK 20/8 0/6 0/0 HEX # 4 6 4 6 4 8

RGB 20 5/9 0/9 2 CMYK 20/8 0/6 0/0 HEX # C B 5 A 5 C

Aquamarine

Deep Blue

RGB 10 5/ 19 0/ 18 5 CMYK 5 8/5/3 0/0 HEX # 6 9 B D B 7

RGB 0/ 10 0/ 120 CMYK 10 0/6 0/5 0/0 HEX # 0 6 6 3 7 9

indosole

brand guidelines

photo style PRODUCT PHOTOS: Should highlight the unique tire soles of our footwear, convey a sense of adventure, and show the detail of the footwear.

LIFESTYLE PHOTOS: Should appear candid, un-staged. And subjects should appeal to our demographic of 25-40 year olds

WORKSHOP PHOTO: Show real people, be brightly light, and not be too heavily edited, should remain true to life.

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

indosole

brand guidelines

graphics: icons MATERIALS IC ONS

ORGANIC COTTON

VEGAN SUEDE

BANANA WEAVE

RICE SACKS

TIRE TREADS

TIRE INNERTUBES

OUTDOOR

URBAN

SHOE USE ICONS

BEACH

BURLAP

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

ENVIRONMENTAL IC ONS

TOXIC CHEMICALS

EARTH

LANDFILL

AIR POLLUTION

MOSQUITOS

CERTIFIED B-CORP

MEN’S SHOES

WOMEN’S SHOES

FIRE

OTHER ICONS

HANDMADE

indosole

brand guidelines

graphics icons, cont. PROCESS ILLUSTRATIONS

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

SOCIAL MEDIA ICONS

vimeo

instagram

facebook

indo blog

indosole

brand guidelines

grids and guides GENERAL GUIDELINES If it it feasible, use a 4 or 8 column grid. Keep photos as large as possible, bleed them off the edges if necessary. Use plenty of white space, especially around the icons. Give them room to breathe. Keep large text centered, unless the photo does not allow it, in which case set left is preferred.

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

indosole

brand guidelines

materials REPURPOSED MATERIALS Whenever possible, we make it a point to use materials that are already out in the world, rather than creating new ones. We use recycled paper when we print flyers. We use recycled cardboard when we make our packaging. We go for things that look natural. The materials include but are not limited to those shown here.

1 voice

2 logo

3 type

4 colors

5 photos

6 graphics

7 grids

8 materials

RECYCLED CARDBOARD DISCARDED TIRES CRAFT PAPER OR NEWSPRINT CHIP BOARD BAMBOO

part two: collateral

indosole

brand guidelines

EMAIL TEMPLATE

email template

EMAIL EXAMPLE

indosole

brand guidelines

SECOND EMAIL EXAMPLE

1 emails

2 sliders

3 pack

4 pos

5 webstie

6 promos

indosole

brand guidelines

sliders TEMPLATES

indosole

brand guidelines

packaging

Our shoes are crafted using only the finest shoes are crafted using only the finestshoes are crafted using only the finest.

, I N D O N E LI S

ORGANIC COTTON

B A N A N A W E AV E

TIRE SOLES

RICE SACKS

Contact info phone number / instagram handle / website / social media things / etc

, U FR ANCISCO

2 sliders

3 pack

4 pos

5 webstie

6 promos

Made From 100% Recycled Cardboard

1 emails

This is a tire. Why are we repurposing tires to make our footwear? Because in Bali, like a lot of other nations, leftover tires are being burned en mass, which leads to:

SIZE

STYLE

C O LO R T OX I C C H E M I C A LS RELEASED

H E AV Y A I R POLLUTION

MOSQUITO BREEDING GROUNDS

PERMANENT L A N D F I L L WA S T E

Need some help? We are at 415.000.000

indosole

brand guidelines

hang tags

1 emails

2 sliders

3 pack

4 pos

5 website

6 promos

indosole

brand guidelines

8.5X11 POSTER

point of sales

2 sliders

3 pack

4 pos

5 webstie

6 promos

8.5X11 POSTER

1 emails

indosole

brand guidelines

thanks!