miabi by Petar Kufner

corporate identity manual

university I.U.A.V visual and multimedia comunication course of corporate identity corporate visual identity project “miabi“ online fashion brand & store Michel de Boer Petar Kufner copiright © Petar Kufner 2008

content: 1.

briefing

concept

brand name

logotype

typography

corporate colors

visual behavior

photography

stationery

10.

packaging

11.

animated logotype

12.

web

13.

applications

14.

sketch of idea

“Clothing, as an extension of the skin, can be seen both as a heat-control mechanism and as a means of defining the self socially. ...clothing is a more direct extension of the outer surface of the body.”

Understanding Media: “The Extensions of Man” Marshall McLuhan, 1964

briefing

What? There is a growing demand by people for individualism and therefore uniqueness. In this respect ‘we’ want to develop an online fashion brand & store, with the acceptance and wide usage of internet, where people can ‘design’ and buy their ‘own’ clothing. The brand has a wide and various collection of ‘basic’ ‘blank’ models of trousers, skirts, coats, jackets, t-shirts, hats, even socks and other accessories where people can choose: the colours, the fabrics, the materials, the stitching, the buttons, the place of pockets, etcetera. (You can also upload your own graphics to be printed on your clothes.) To use this store, first (and very important) people have to create their own online account by going to one of the ‘measure & sample’ stores located in the 3 biggest cities of a specific country ¬to measure the size of their bodies. You can call this your ‘size blueprint’. The ‘measure & sample’ stores also contain all the real samples of the various fabrics, all the color variations, buttons, the stitching, and so on. Every year new collections will be added with fresh ‘blank’ models according to the latest fashion trend. Once you have all your sizes measured you get a password and you can start to create and order your very own fashion brand online. After you have purchased the clothing, it will be sent to your home address for your convenience. Why? People tend to dress themselves in a unique way and thus want to be authentic and to be seen as a individual. Nobody wants to look like others. People want to be ‘one of a kind’ (in a way we want to have our own visual identity). This is a result of the growing wealth and growing individualism of the western society. People want to be free and independent. In the early days the average person did not have a lot of choices. Even nowadays there is the possibility that you wear the same H&M or Zara (or other big brands) clothing and you find out that your, for instance, best friend wears exactly the same as you. With the internet there is a possibility to end this uniformity and make the fashion landscape more multiform. The company where you have to design the visual identity for is starting to do that. Our brand will sell the products by using the internet. Through this medium we can skip the highly expensive stores (renting or buying a space in a city centre is very expensive). Also transportation, logistics, to build up a stock, warehousing etc. are skipped. By saving this money we can produce this custom build clothing with high quality and for a very good price by competing with the usual brands and with a high individual approach.

Internet is an rapidly increasing medium. It has a huge impact on people how to manage their lives, social contacts, studies, jobs, consumptions and many more. Do not underestimate it’s impact on globalization. The usage of internet is growing fast. The world is getting smaller, therefore bigger for brands and markets like ours. For example on September 2007, approximately 1,244,449,601 (1,24 billion) people worldwide used the internet. The total world population is around 6,6 billion people. Of course, a lot of (older) people are not familiar or haven’t got the money to use this medium but with the increasing living standard of people, especially in Asia (and other growing nations) and all the young and growing ‘internet-youth’ the usage of internet has an enormous future ahead. For who We create this clothing brand for the intellectual middle class from 25 to 40 years old from all over the world. People with a taste for fashionable clothing. People who want to be authentic in a globalizing world, have busy lives, people who live both in- and outside of the cities, but with a good internet connection.

concept

brand name

reflection Middle English, alteration of reflexion, from Late Latin reflexion, reflexio act of bending back, from Latin reflectere.

miyabi Miyabi is one of the traditional Japanese aesthetic ideals, though not as prevalent as Iki or Wabi-sabi. In modern Japanese, the word is usually translated as “elegance,” “refinement,” or “courtliness”.

1. an instance of reflecting; especially : the return of light or sound waves from a surface 2. the production of an image by or as if by a mirror 3 a: the action of bending or folding back b: a reflected part : fold 4. something produced by reflecting: as a: an image given back by a reflecting surface b: an effect produced by an influence (the high crime rate is a reflection of our violent society) 5. an often obscure or indirect criticism : reproach (a reflection on his character) 6. a thought, idea, or opinion formed or a remark made as a result of meditation 7. consideration of some subject matter, idea, or purpose 8. obsolete : turning back : return 9 a: a transformation of a figure in which each point is replaced by a point symmetric with respect to a line or plane b: a transformation that involves reflection in more than one axis of a rectangular coordinate system

The ideal posed by the word demanded the decline of anything that was absurd or vulgar and the “polishing of manners, diction, and feelings to eliminate all roughness and crudity so as to achieve the highest grace.” It depicted that sensitivity to beauty was the hallmark of the Heian era and since to the Japanese culture.

logotype

150% logo

200 % logo

250 % logo

400 % logo

concept

realtiy 2/3

1/3 illusion

your reflection wich become real image of you = miabi

you as you want to be

your reflection wich become real image of you = miabi

positive bad happy stress secure

no space for more illusion

logotype construction

logotype grid

miiabi miabi miabi

miabi .5pt

2.5pt

miiabii

logotype clear space

logotype color usage

.3x x .3x .5x .5x

.3x x .3x .3x

if you wanna be .5x .5x

if you wanna be

typography

Typography adds an important element to the brand identity system. Use of consistent typefaces across communications adds another element that defines the miabi look. The typefaces listed are the only acceptable fonts that can be used in printed materials and Web graphics. Main typeface: ITC Officina. This typeface family is intended for corporate communications. It is available in different weights and variations. The principal typeface is used without restrictions. To distinguish two elements of information on the same page, Helvetica Neue and ITC Officina book. To highlight words within a text, use Officina Sans Bold. The secondary typeface chosen to communicate with the miabi brand is Helvetica Neue. Due to its readable, friendly face and surplus of font styles, Helvetica Neue works well and should be used for both text and display typography. This font family has been chosen for its clean appearance and legibility at small sizes.

Ofﬁcina Sans ITC Book 10pt

Helvetica Neue 45 Light 10pt

DIN Medium 10pt

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890(.,;:?!$&-*)

Helvetica Neue 65 Medium 10pt

Ofﬁcina Sans ITC Bold 10pt abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890(.,;:?!$&-*) Ofﬁcina Sans ITC Book Italic 10pt

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890(.,;:?!$&-*) Helvetica Neue 47 Light Condensed 10pt abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890(.,;:?!$&-*)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890(.,;:?!$&-*) Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

main typeface

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

secondary typeface

logotype typeface

corporate colors

The chart at the left provides color specifications for a variety of color system. The Pantone Color System is the reference standard. For print production, use Pantone spot colors for the most accurate color production. Use CMYK equivalents when process colors are required, for instance when reproducing 4-color subjects such as photography. For Web applications use the Web safe RGB system which provides the closest approximation of the Pantone spot colors in a Web and browser safe color scheme. The RGB specification presented here are the Red, Green, and Blue video components most closely matching the Hexachrome colors (not the Pantone colors.) The objective is to set up a color system in RGB that provides the most consistent color for Web applications, any video display, multimedia, and PowerPoint presentations.

WHITE C M Y K

CMYK 0% 0% 0% 0%

R G B

RGB 255 255 255

R G B

WEB RGB FF FF FF

C M Y K

CMYK 0% 0% 0% 100%

R G B

RGB 0 0 0

R G B

WEB RGB 00 00 00

C M Y K

CMYK 0% 100% 100% 0%

R G B

RGB 237 28 36

R G B

WEB RGB ED 1C 24

C M Y K

CMYK 0% 50% 100% 0%

R G B

RGB 247 147 29

R G B

WEB RGB F7 93 1D

C M Y K

CMYK 0% 0% 100% 0%

R G B

RGB 255 242 0

R G B

WEB RGB FF F2 00

C M Y K

CMYK 50% 0% 100% 25%

R G B

RGB 108 157 49

R G B

WEB RGB 6C 9D 31

C M Y K

CMYK 0% 25% 0% 0%

R G B

RGB 0 143 212

R G B

WEB RGB 00 8F D4

DEEP SEA BLUE C M Y K

CMYK 100% 100% 0% 0%

R G B

RGB 46 49 146

R G B

WEB RGB 2E 31 92

AMETHYST

CMYK 50% 100% 0% 0%

R G B

RGB 145 39 143

R G B

WEB RGB 91 27 8F

100% BLACK

100%

60% RED

100%

80% 60% 40% 20% SQUASH

100%

80% 60% 40% 20% PURE YELLOW

100%

80% 60% 40% 20% JADE

100%

80% 60% 40% 20% HAWAIIAN BLUE

100%

80% 60% 40% 20%

80% 60% 40% 20% C M Y K

100%

80% 60% 40% 20%

visual behavior

hand drown “miabi texture“ + web language expression

miabi as â&#x20AC;&#x153;second skinâ&#x20AC;&#x153; style texture

photography

color image

desaturated image

black&white image

style applied on desaturated image

logo, style and personal info on image

mixture of styles / different expression

black&white images used for pubblic photography (web and posters)

stationery style zone

logo line

style area 56mm

10mm

140mm

Michel de Boer first line of address second line of address 1234 Cityy Name Dera Sir/Madam

letter subject heading ITC Officina Sans Book font 12 pt size 13,2 pt line spacing 0% kerning left aligned alignment

ITC Officina Sans Book 11 pt 13,2 pt 0% left aligned

Subject heading Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt d ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.

99mm

body of letter font size line spacing kerning alignment

send to

send to information ITC Officina Sans Book font 12 pt size 14,4pt line spacing 0% kerning left aligned alignment

33mm

line up

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quiaa consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.

i l Yours sincerely

disclamer font size line spacing kerning alignment

Helvetica Neue 47 Light Condenced 8 pt 9,6 pt 0% right aligned

10mm

20mm

Helvetica Neue 65 Medium 8 pt 9,6 pt 0% right aligned

info zone

www.miabi.org i bi miabi@miabi.com info@miabi.com

i bi online li ffashion hi b d corporation ti miabi brand New York office, + 998 xxxx penny lane 3/A 10111 New York U.S.A

address details font size line spacing kerning alignment

10mm

office details

web details

2/3 60mm

1/3 70mm

logo line

10mm

packaging

The idea of packaging come out of concept of conservation (café, tobacco, food… ). Miabi is also a sort of taste –a taste of fashion which leaves a trace –visual trace. There are two types of packaging. First one is more solid and it is used for the shipping, it could be both transparent and opaque. Second one is transparent –the clothes are vacuumed and put into the first one. The idea was that the both models of packaging have other usage after receiving the miabi clothes (solid one as a container of personal object, and vacuum bag to become a bag after putting the air inside.) The corporate colours and style are used to identify category of the objects. The packaging will be made of prefabricated ecological materials.

container opaque or trasparent packaging

trasparent vaccum bag

animated logotype

animated logotype + style

web

application

sketch of idea