FIGLEAF Lingerie Design Standards Manual by Kiana Kraft

fig leaf

LINGERIE Brand Standards Manual

TABLE OF CONTENTS 2 Introduction 3 Logotypes 4

Primary Mark

Wordmark

13 Design Specifications 14 Primary Mark Space and Size 15 Wordmark Space and Size 17 Inappropriate Uses

18 Identity System 19 Graphic Elements 20 Color Palettes 21 Typefaces

23 Business System 28 Applications

Fig Leaf Brand Standards Manual 1

INTRODUCTION Brand Message Fig Leaf is overall a lingerie company dedicated to changing the difficult conversation surrounding female sexuality. Fig leaf is about empowering all types of women to be their natural, beautiful, sexy selves by promoting positive body image. This message can appeal to a much wider range of women of varying body types, ethnicities, and sexualities by showing these real women that make up the world and creating an accepting community.

Updating the products and creating a unified brand will increase the popularity of the store. This will require the hiring of a design and marketing team to update the storeâ&#x20AC;&#x2122;s image and get the word out. The online store would eventually be where the store makes most of their revenue. There will also be a rewards system for loyal customers who can receive special discounts and a monthly catalog with the latest and greatest styles.

Solution

Purpose

The proposed solution to achieve this message of acceptance is through campaigns, slogans, and image materials. Fig Leaf will join the body positivity conversation starting at a local level and then going global through an online apparel website and an active social media presence. Self love and inclusivity campaigns are gaining a lot of attraction lately, so not only would this good message help direct the conversation of womenâ&#x20AC;&#x2122;s rights, but it would also get more attention than your run of the mill lingerie store.

The purpose of this manual is to help solidify a consistent cultural identity for this company. It provides strict guidelines for how the logo and the type should and should not be used in order to keep the expanding materials consistent with the brandâ&#x20AC;&#x2122;s message and image. A consistent identity is crucial to the expansion of this company and their success as a recognizable brand.

2 Fig Leaf Brand Standards Manual

LOGOTYPES

Fig Leaf Brand Standards Manual 3

PRIMARY MARK Full Color

Background The fig leaf logo is designed to reference Eve. The fig leaf is widely used figuratively to convey the covering up of an act or an object that is embarrassing or distasteful. This brand takes this symbol and reclaims it as a symbol of empowerment. The fig leaf is shown within the shape of underwear to show that instead of covering with a leaf, you can cover with Fig Leaf â&#x20AC;&#x2122;s lingerie products. The use of negative space creates a logo that may not read instantly, but once you see it, you canâ&#x20AC;&#x2122;t stop seeing it. The gold color also signifies strength and power. The primary mark has the three elements of the underwear symbol, the company name, and the descriptor, or tagline, all stacked. This is the best way to describe the business and should be used when possible, preferably in full color.

4 Fig Leaf Brand Standards Manual

PRIMARY MARK One Color Positive

Appropriate Usage If primary logo colors arenâ&#x20AC;&#x2122;t pertinent to some applications, a one color positive version are to be used. These are only used when the primary color palette in logo is not visible enough on a specific application or if one color is more appealing to the design. The entire positive logo needs to be in either Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

Fig Leaf Brand Standards Manual 5

PRIMARY MARK One Color Reversed

fig leaf

LINGERIE

fig leaf fig leaf fig leaf

LINGERIE

Appropriate Usage

fig leaf

LINGERIE

The one color reversed logomark should be used in specific circumstances that require for the logo to be displayed as a negative. The color to be utilized for the logotype should always be white. The primary color for the material surrounding the logotype should be Pantone coated 7406 L I436 N GC, E RorI black. E L I N GC, ER IE Pantone Coated No other colors should be used in these cases but those three.

fig leaf fig leaf fig leaf

LINGERIE

fig leaf fig leaf fig leaf

LINGERIE

6 Fig Leaf Brand Standards Manual

LINGERIE

PRIMARY MARK Two Color Version

Appropriate Usage

eaf fig leaf

RIE

LINGERIE

In some cases it is permissible to have this two color primary mark to create variety. The symbol and “Lingerie” wordmark should be in Pantone coated 7406 C, and the “Fig Leaf ” wordmark should be in white and the background must always be black. This is the only alternative two color mark that is acceptable.

Fig Leaf Brand Standards Manual 7

WORDMARK Primary and Alternate

Primary Wordmark This wordmark is the official wordmark of the company and should be utilized whenever the primary logo proves difficult to display. If the symbol cannot fit in the design application, this wordmark with the description will work.

Alternate Wordmark This alternative wordmark should be used when only minimal description of the company is necessary, or there is extremely limited space. This can be used on the smallest applications as it can shrink down a lot more. This wordmark also works well for applications where it isn’t necessary to include the “lingerie” wordmark.

8 Fig Leaf Brand Standards Manual

PRIMARY WORDMARK One Color Positive

Appropriate Usage If the full wordmark colors arenâ&#x20AC;&#x2122;t pertinent to some applications of the primary wordmark, a one color positive version are to be used. These are only used when the primary color palette in wordmark is not visible enough on a specific application or if one color is more appealing to the design. The entire positive wordmark needs to be in either Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

Fig Leaf Brand Standards Manual 9

PRIMARY WORDMARK One Color Reversed

fig leaf fig leaf fig leaf

LINGERIE

Appropriate Usage

leaf fig leaf fig leaf fig leaf fig leaf fig leaf ERIE

LINGERIE

The primary one color reversed wordmark should be used in specific circumstances where it works better for the design to be displayed as a negative. The color to be utilized for the logotype should always be white. The primary color for the material surrounding the logotype should be Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

LINGERIE

leaf fig leaf leaf fig leaf fig leaf ERIE

LINGERIE

10 Fig Leaf Brand Standards Manual

ALTERNATIVE WORDMARK One Color Positive

Appropriate Usage If the primary logo colors arenâ&#x20AC;&#x2122;t pertinent to some applications of the alternative wordmark, a one color positive version are to be used. These are only used when the primary color palette in wordmark is not visible enough on a specific application or if one color is more appealing to the design. The entire positive wordmark needs to be in either Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

Fig Leaf Brand Standards Manual 11

fig leaf fig leaf fig leaf

LINGERIE LINGERIE LINGERIE ALTERNATIVE WORDMARK One Color Reversed

leaf fig leaf fig leaf fig leaf fig leaf fig leaf leaf fig leaf leaf fig leaf fig leaf

ERIE

LINGERIE

Appropritate Usage

LINGERIE

leaf fig leaf 12 Fig Leaf Brand Standards Manual

Like the primary wordmark, the alternative one color reversed wordmark should be used in specific circumstances where it works better for the design to be displayed as a negative. The color to be utilized for the logotype should always be white. The primary color for the material surrounding the logotype should be Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

DESIGN SPECIFICATIONS

Fig Leaf Brand Standards Manual 13

PRIMARY MARK Safe Space and Sizing

LINGERIE

Negative Space

fig leaf

The design of this primary logo requires this alloted negative space in order to effectively communicate this logo without distraction. Elements should always be extracted from the primary logo in use, in order to proportionally pertain to that proper space. The sides should allow space for the leaf symbol, the top should allow room for the lingerie text, and the bottom should have more room than the top, with enough to fit the “in” from the lingerie wordmark.

LINGERIE

Minimum Size

fig leaf fig leaf

LINGERIE 1 inch

fig leaf

LINGERIE 1 inches

14 Fig Leaf Brand Standards Manual LINGERIE 1 inch

fig leaf 3/4 inch

The positive primary logo is able to be reduced to a smaller size, but careful attention is necessary to distortions in detail. At minimum, the logotype should be reduced proportionately to one inch in width before losing legibility. The reversed primary logo’s text should also not be reduced smaller than one inch in width proportionally.

WORDMARK Safe Space

fig leaf IN IN

LINGERIE

fig leaf

Negative Space Primary Wordmark The design of this primary wordmark requires this alloted negative space in order to effectively communicate this logo without distraction. Elements should always be extracted from the primary logo in use, in order to proportionally pertain to that proper space. The sides should allow space for the leaf symbol, the top and the bottom should have room to fit the “in” from the lingerie wordmark.

Negative Space Alternative Wordmark Similar to the primary wordmark, the alternative wordmark needs to have enough negative space to read without distraction. The sides should allow space for the leaf symbol, the top and the bottom should have room to fit the “in” from the lingerie wordmark.

Fig Leaf Brand Standards Manual 15

fig leaf fig leaf fig leaf WORDMARK fig leaf Sizing LINGERIE LINGERIE 1 inch 1 inch

fig fig leaf leaf

LINGERIE LINGERIE 1 inches 1 inches

Positive Wordmark Minimum Size

LINGERIE LINGERIE

fig leaf leaf fig

1 inch 1 inch

3/4 inch 3/4 inch

fig leaf

LL II N R II EE NG GE ER 1 1 inches inches

The primary positive wordmark is able to be reduced proportionately to one inch in width before losing legibility. The alternative positive wordmark is the mark that can be reduced the most at 3.75 inches. This wordmark works well for the smallest applications with the least amount of information.

Reversed Wordmark Minimum Size

fig leaf leaf 3/4inch inch 3/4

16 Fig Leaf Brand Standards Manual

The primary reversed wordmark, like the positive, is able to be reduced proportionately to one inch in width before losing legibility. The alternative reversed wordmark can also be reduced to 3.75 inches. This wordmark works well for the smallest applications with the least amount of information.

INAPPROPRIATE USES Do Not Use

a. b.

fig leaf fig leaf

LINGERIE

should be used.

c. d.

fig leaf f a e l fig RIE LINGE

a. Only the specified colors

LINGERIE

b. Keep the original leading and kerning.

d. Do not change the stacking of the logo or overlap the elements.

e. Do not outline the logo.

c. The logo should never be f. Do not stretch the logo or tilted, only straight on.

distort the image.

e. f.

fig leaf fig leaf

LINGERIE

Fig Leaf Brand Standards Manual 17

IDENTITY SYSTEM

Fig Leaf Brand Standards Manual 18

DESIGN ELEMENTS

The Leaf The leaf is lifted from the logo and is the primary design element. It can be placed strategically at varying sizes on all kinds of applications at varying tints. For example on the self care products on page 37.

Symbol This element is lifted from the sides of the underwear in the logo and pushed together to create this leaf-like symbol. This can be used as a bullet point to separate information. For example the letterhead on page 27.

Line Ruler This line ruler is created from a partial leaf element. It can be used with a thin line weight as seen here, or with a thicker line as seen throughout this standards manual.

Fig Leaf Brand Standards Manual 19

COLOR PALETTE Primary Pantone 7406 C

C:0 M:20 Y:100 K:2 R:249 G:198 B:6 HEX:F9C606

This hue is used for the logo symbol and the lingerie word mark. This is the most prevalent color throughout most of the design elements and is a binding element throughout the brandâ&#x20AC;&#x2122;s identity. This is the most distinct and defining color of the company and is especially important for it to print as bright as possible so that it pops out but is still easy to read. Yellow is always difficult as it can often print muddy or too light so make sure the printer is calibrated to accommodate.

Pantone 436 C

C:12 M:24 Y:9 K:28 R:168 G:150 B:160 HEX:A896A0

20 Fig Leaf Brand Standards Manual

This color is used for the primary Fig Leaf word mark. It is a purple grey that is sophisticated and also reminiscent of the purple of figs. This color can be used in small amounts on design elements and the one color positive and negative logos.

COLOR PALETTE Secondary

Pantone P 7-16 C

C:15 M:27 Y:99 K:0 R:221 G:180 B:40 HEX:DCB428

This darker hue of the primary yellow color can be used for small amounts of text such as headers, but never for body text. The darker color is easier to read than the primary yellow. This yellow should be used very sparingly and never should be used in the logo.

Pantone P 87-6 C This darker hue of the primary purple can be used for small

C:45 M:52 Y:24 K:1 R:150 G:126 B:154 HEX:957D99

amounts of text such as headers, but never for body text. The darker color is easier to read than the primary purple. This purple should be used very sparingly and never should be used in the logo.

Fig Leaf Brand Standards Manual 21

TYPEFACE Arial MT Condensed

Medium

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