Brand Identity Development Booklet - Cotton On Body

Cotton On

BODY

Laura Pozzobon

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Laura Pozzobon 101623725 Published by Swinburne University of Technology, School of Design, 2019 Printed in Melbourne by Snap Printing All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology.

Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author.

Copyright Agreement I agree for Swinburne University to use my brandbook for noncommercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions and other related non-commercial activities to show my work in lectures and as an example for future students on line and face to face and in lectures. In some situations, this may involve repurposing the work to meet the requirement of Swinburne’s use.

I agree to grant to Swinburne a worldwide, non-exclusive, irrevocable and free-of-fee license to use this project produced in DCO20001 in any way for non-commercial purposes.

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Table of Contents 3 Table of Contents

Research and Strategy 5 6 8 9

Definitions Definition Examples Competitor Category Brandmark Position Map Case Studies 10 Victoria Secret 11 Lorna Jane 12 Bonds 13 13 14 16

Mission Statement Brand Values Mood Boards Naming

Concept Design 18 20 22 23 24 25 26 27 28 29 30

Sketches Development Refinement Developed Brandmark Potential Combined Brandmark Variations Final Combines Brandmark Brand Rationale Brandmark Competitor Analysis Brandmark Guidelines Colour Guidelines Brand Pattern

Brandmark Extentions 43 References

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Research and Strategy

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Definitions

Branding

Brand

Identity

Image

The development and maintainence of a brand

A company, or product, or something else presented in ways that create an image

The characteristics by which a brand is known

The market’s opinion about a brand

Brandmark

A graphic mark that represents a brand (logo)

Logotype

A brandmark consisting of letters (lettermark)

Figure mark

A brandmark consisting of one or more figures

Combined mark

A brandmark consisting of letter/s and figure/s

Trademark

A registered (legally protected) brandmark

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Definitions Examples Brandmarks

Logotype

Figure mark

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Combined mark

Trademark

Image

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Competitor Category Brandmarks

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Position Map

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Case Study 1: Victoria Secret

Victoria’s Secret is a main competitor of BODY. It has a pink theme as well, however they often use a hot pink, as opposed to BODY’s light pink.

Their products and packaging has a luxurious feel to match their style and values.

The Victoria’s Secret Angels and Fashion Show is also iconic of the brand and quite a important branding tool.

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Case Study 2: Lorna Jane

.

Lorna Jane is an activewear competitor of BODY as it has the same target audience. Similarly to Victoria’s Secret, they use pink in their branding to appeal to their customers. The brandmark is placed on all their stores, products packaging and bags.

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Case Study 3: Bonds

Bonds do not use the pink in their branding as their target audience is familes and multiple genders.

The focus of their products is comfort, which competes with many BODY products. It is an afforable brand that is trusted by many Australian families.

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Mission Statement BODY aims to focus on our Australian girl’s and caters to their fun and healthy lifestyles. Our ranges are designed in-house with our girl always in mind. By creating stylish and functional intimates, activewear, sleepwear and swim, we are able to make a difference in our girl’s life. Thereby empowering her to perform at her best, be happy and feel beautiful.

Brand Values Fun Empowering Ever better

Everything we do is done with a positive outlook and a smile on our face. Friendly service is considered highly important At BODY we aim to empower every girl by giving her the clothing she needs to perform at her best, everyday.

We know that no one is perfect, and so we work hard to ensure that we are constantly growing and learning as a business to deliver the best service possible.

Customer focused

Our customers are always our first priority. Everything we do is centred around giving them the best experience and products that we possibly can.

Affordable

Fitness and comfort shouldn’t cost you an arm and a leg, which is why at BODY we aim to provide stylish and functional products at reasonable prices.

Genuine

Ethical

We believe that honesty is the best policy when it comes to helping and advising our customers.

We pride ourselves on taking measures to ensure our business runs environmentally friendly, with susatinable and ethically sourced materials.

Primary Value: Customer Focus 13

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Mood board: Inspiration

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Mood board: Direction

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Naming The brand name BODY is quite well known and is working well for the company, so I will keep it the same. However the company does not have a position line which is something they could benifit from as it also relays the values of the brand and can be very memorable.

move active fit life lifestyle strong healthy perform pink light feminine girl female woman

better stylish fun enjoy beautiful powerful empower bold happy real honest genuine

be best grow learn

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Concept Design

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Sketches

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Development

This first brandmark would be very effective as it demonstrates the values of the brand as well as the products.

As the customers are the main focus of BODY, and having them as the brandmark shows that the customers are the main focus.

It also ties in well with with name, being BODY. It also represents a subtle ‘b’, symbolc of the name.

It also has the potential to be rotated in different ways to suit various situaltions.

Group discussions did find that it looks like a dance or ballet brandmark.

Similarly to the first, this brandmark represents BODY’s core value of Customer Focus.

This brandmark shows the woman as being the face of BODY, this woman could be anyone.

It is feminine, reflecting the store and the customers.

The minimalist design also has the potential to be sustainable over a long time It was brought up in group discussion that this brandmark would work better with a cursive font. But it also is limited in its placement with the text.

This brandmark reflects the femininity and ‘girlyness’ of BODY. The flower has the potential to be modified and adapted for different uses in store, on signage or online.

It also reflects it Ethical value, as the flower could be symbolic of nature.

However it was suggested that this symbol looks similar to a lot of female products, in particular period apps and products.

Which may confuse customers.

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This is the current font that BODY uses. It is bold and strong, however the curves and roundness makes it quite feminine. The lack of serifs also make the font seem more fun and suited for a younger audience.

This font could be a good new option for BODY. The roundness makes it very feminine and young. The highly contrasted weight makes it memorable and seems trustworthy.

This third font option is cursive and flowy, a good representation of BODYs image and values. It is uniqure and memorable and appeals to younger women due to its flow and roundness.

However, it is slightly harder to read and may be too much of a change for customers, as it has no relation to any past branding.

BODY body body 21

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D B

Refinement Exploring colour:

One curved, one pointed end to leg

One curved, one pointed end to leg.

Legs are see through

Both pointerd end to leg

Curved end to leg

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Developed Brandmark

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Potential Combined Mark variations

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Final Combined Mark Variations Smaller version

Larger version

Colour versions Combined mark can be shown as: - Black and white - Pink - Reversed white on pink - Reversed white on black

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Brand Rationale The first brandmark and the first font will be chosen for the final BODY figuremark.

The the legs brandmark was chosen due to its ability to represent BODY’s brand values, products and customers.

BODY’s main brand value of Customer Focus is represented in this brandmark as it actually depicts the customer and her body.

Customers can see themselves in this brandmark, the brand itself and the products.It represents the value Fun as it shows a woman being active and moving, which is an activity that is fun to their customers.

The movement seems casual and enjoyable which reflects the brand itself.

This image also represents the value Empowering as it is showing the female body with little sensoring or shame. The womans legs are proudly posed and, as stated before, having fun, which demonstrates that BODY empowers its customers.

The subtle ‘b’ shape of the legs also works well with the brandname body.

It allows the brandmark to be used alone and easily memorable as it reminds the customer of the name without the logotype.

The shape also has the potential to be rotated and flipped in different ways, depending on the situation. For example, knee pointed downwards in swimwear signage, as it could be the form of swimming, or laid down with the knee pointed upwards for intimates or sleepwear to minic the shape of lounging.

For these reasons, the first brandmark was chosen for the final figuremark. The original font will be used for the logotype as it already has widespread familiarity and works well for the brand. It represents the feminine and fun, yet bold and stong values that BODY embodies. Changing the font could risk confusion for customers or give the impression that the brand is changing from what customers already love.

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Brandmark Competitor Analysis

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Brandmark Guidelines Primary Brandmark

Colour Brandmark

Minimum Space

To be used primarily on greyscale applications

To be used wherever possible (as long as colour is suitable)

The minimum clear space required is equivalent to the size of the ‘O’ in BODY

Recommended Minimum Size

Typeface

W: 26 mm H: 14.5 mm If any smaller is required, remove the brandmark and just use logotype

The font used in the logo, Beloved Sans Regular, should be used wherever possible on signage, and promotional activity.

Conventional fonts may be used for body copy on business emails and letters

O O BODY O O

Aa

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Acceptable applications Angling logo where the application requires it

BOD Y

Rotating the brandmark when relevant Intimates and sleep

Active and swim

Oversizing logotype (As long as it is still legible)

BODY

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Colour Guidelines This colour (PANTONE 217C) is to be used as the text and logo colour on white backgrounds; or as the background colour where the text and logo are white.

Where shading is necessary, various shades of this pantone should be used, for example at 70%, 50% and 30% (right)

BODY Use other shades of pink

PANTONE 217C 50%

30%

CMYK - C4 M31 Y0 K0 RGB - R237 G189 B219 #edbddb

Stretch

70%

PANTONE 217C

PANTONE 217C

Donts

PANTONE 217C

Place logo to the right of type

BODY Use with uncomplementary colours

Overlap objects over top

BODY Thickness of legs lines should match the thickness of the type

BODY 29

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Portrait version Landscape version

Brand Pattern To be used in areas when a pattern is benefitial.

Where possible, the pattern should be places as 4x4 tiles repeated (ie. multiples of 4) Do not cut off any images. the fill legs should always be visible.

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Brandmark Extentions

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BODY Tom Jones 111 Smith Lane Melbourne VIC 3000 1/1/2019 Kelly Morris Manager Other Business 60 Waters Street Melbourne VIC 3000 Dear Ms Morris Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis.

Sincerely,

Tom Jones National Manager

BODY

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References Per Mollerup: Marks of Excellence, The history and taxonomy of trademarks Brandmark Competitors https://www.kmart.com.au/ https://www.target.com.au/ https://victoriassecret.com.au https://lornajane.com.au https://www.lululemon.com.au https://www.bonds.com.au/ https://www.nike.com/au/ https://www.adidas.com.au/ https://www.peteralexander.com.au/shop/en/peteralexander https://www.brasnthings.com/ Case Study 1: https://victoriassecret.com.au https://www.independent.co.uk/life-style/fashion/victorias-secret-ed-razek-transgender-models-lingerie-trans-controversy-apology-a8627526.html https://dailyhive.com/vancouver/victoria-secret-closing-53-stores-2019 Case Study 2: https://lornajane.com.au https://www.instagram.com/lornajaneactive/?hl=en https://www.mybusiness.com.au/sales/5537-retailer-lorna-jane-sued-over-alleged-patent-breach https://www.cairnspost.com.au/subscribe/news/1/?sourceCode=CPWEB_WRE170_a_ GGL&dest=https%3A%2F%2Fwww.cairnspost.com.au%2Fnews%2Fcairns%2Fcairns-retailers -on-track-for-july-1-plastic-bag-ban%2Fnews-story%2F19a6b1b4d3f0e6ed589d51246 8c83613&memtype=anonymous&mode=premium Case Study 3: https://www.bonds.com.au/ https://www.instagram.com/bondsaus/ https://www.bonds.com.au/stores/store/index/id/117 https://www.mctv.com.au/mctv-babies-sent-for-bondscommercial/ https://birthdays.lari.com.au/deals/bonds-birthday-deal/ Mission Statement and Brand Values https://cottonongroup.com.au/our-brands/cotton-onbody/ https://cottonongroup.com.au/about-us/ https://cottonongroup.com.au/who-we-are/ Moodboard https://pxhere.com/en/photo/1165197 https://fashionmads.com/blogpost/pink-the-historyof-a-punk-pretty-powerful-color-at-fit/ https://thebetterfit.com/what-age-should-youwear-bra/ https://exploringadulthoodsite.wordpress.com/2016/ 06/02/loving-yourself-pop-culture/ https://randomitus.tumblr.com/post/64056356123

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